Editing Heineken N.V. (section)

==Marketing==
===Advertising===
Heineken's main advertising slogan in the UK was "Refreshes the parts other beers cannot reach",<ref>[http://www.famouslogos.net/heineken-logo/ Heineken Logo: Design and History]. FamousLogos.net. Retrieved 12 June 2011.</ref> some of which featured voice-over narration by Danish comedian/pianist [[Victor Borge]]. The British TV campaign ran for over 30 years – stopping in 2005.<ref>{{Cite news |last=Walsh |first=Dominic |date=21 October 2005 |title=Heineken calls last orders on television ads after 30 years |work=The Times |location=London |url=http://business.timesonline.co.uk/tol/business/industry_sectors/media/article581094.ece |archive-url=https://web.archive.org/web/20070224024450/http://business.timesonline.co.uk/tol/business/industry_sectors/media/article581094.ece |url-status=dead |archive-date=24 February 2007 |access-date=4 May 2010}}</ref><ref>{{Cite news |last=Walsh |first=Dominic |date=21 October 2005 |title=Attempt to reach other parts with stronger beer |work=The Times |location=London |url=http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article580887.ece |archive-url=https://web.archive.org/web/20070301224254/http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article580887.ece |url-status=dead |archive-date=1 March 2007 |access-date=4 May 2010}}</ref> From March 2011 they have been advertising using the song 'The Golden Age' by [[The Asteroids Galaxy Tour]]. After the success of The Entrance, a web advert (4M views in YouTube), Heineken launched The Date in May 2011.<ref>{{Cite web |title=Heineken lance The Date, sa nouvelle campagne virale sur le web |url=http://www.thebuzzbrowser.fr/?p=3475 |access-date=26 February 2014 |publisher=Thebuzzbrowser.fr}}</ref>

In March 2017 in Amsterdam, Heineken opened a pop-up bakery for five days to promote the yeast used in its brewing. The bread was made by Mark Plaating and proceeds were donated to a local baking guild.<ref>{{Cite news |title=Heineken Opens a Pop-Up Bakery in Amsterdam to Promote Its Yeast – Video – Creativity Online |language=en |url=http://creativity-online.com/work/heineken-bakery/51644 |access-date=4 May 2017}}</ref>

===Sponsorships===
[[File:Heineken Cup 2010-2010 ballon.jpg|thumb|[[Rugby ball]] used in the [[Heineken Cup]]]]
Heineken sponsors several sporting events. The [[Heineken Cup]] was an annual [[rugby union]] [[knock-out]] competition involving leading club, regional and provincial teams from the Six Nations: [[England national rugby union team|England]], [[France national rugby union team|France]], [[Scotland national rugby union team|Scotland]], [[Wales national rugby union team|Wales]], [[Ireland national rugby union team|Ireland]], and [[Italy national rugby union team|Italy]]. Heineken was the title sponsor from the cup's [[inaugural]] tournament in [[1995–96 Heineken Cup|1995–96]], until the tournament ceased in 2014 and was replaced by the [[European Rugby Champions Cup|Champions Cup]]. Heineken continued its sponsorship of European Club Rugby as the principle partner of the [[European Rugby Champions Cup]] returning to title sponsorship of the Champions Cup from [[2018–19 European Rugby Champions Cup|2018–19]]. They have been credited as the ''Founding Partner of European Rugby''.
[[File:Heineken can 2011 UEFA Champions League Final.jpg|thumb|right|A can of Heineken with a logo of the [[2011 UEFA Champions League Final]]]]
Heineken has been an integral partner of the [[UEFA Champions League]] since 2005, with a theme of "Enjoyed together around the world."<ref>{{Cite press release|title=Heineken International Heineken announces new UEFA Champions League |url=http://www.heinekeninternational.com/heinekenintuefaclcampaign.aspx |archive-url=https://web.archive.org/web/20120321180148/http://www.heinekeninternational.com/heinekenintuefaclcampaign.aspx |archive-date=21 March 2012}}</ref> The [[Heineken Open (tennis)]] is a [[tennis]] [[tournament]] on the [[Association of Tennis Professionals|ATP]] [[International Series Tournaments|International Series]] played in [[Auckland]], New Zealand. Heineken also sponsors the music events: the [[Heineken Open'er Festival]], a contemporary music festival held in [[Poland]]; and, since 2004, the [[Oxegen]] music festival in Ireland. Heineken sponsors the Ballyheigue Summerfest in [[County Kerry]], Ireland. In 2016, Heineken became the Official Beer of the [[Formula One]] World Championship after the [[2016 Canadian Grand Prix|Canadian Grand Prix]].<ref>{{Cite press release |date=9 June 2016 |title=Heineken announces global partnership with Formula One Management |url=http://www.formula1.com/content/fom-website/en/latest/headlines/2016/6/f1-heineken-global-partnership.html |access-date=9 June 2016 |work=[[Formula One]]}}</ref> During the [[2019-20 UEFA Europa League knockout phase|knockout stage]] of the [[2019–20 UEFA Europa League|2019–20]] season, Heineken 0,0% became the official beer of the [[UEFA Europa League]] as the season resumed followed with the start of the [[2020–21 UEFA Europa League|2020–21]] season.<ref>{{cite press release|url=https://www.uefa.com/news-media/news/0260-100ac5525ab3-0fec83ad4331-1000--heineken-0-0-becomes-uefa-europa-league-partner/|title=Heineken 0.0% becomes UEFA Europa League partner|work=[[UEFA]]|access-date=3 August 2020}}</ref>

===Holland Heineken House===
Since 1992 Heineken organises, together with [[NOC*NSF]], the Dutch meeting place at all the [[Olympic Games]], called the [[Holland Heineken House]].

===Heineken Experience===
[[File:HeinekenExperience.jpg|thumb|Inside the [[Heineken Experience]]]]
The [[Heineken Experience]] is a museum about [[Heineken Pilsener]] and the Heineken brewery, based in the original brewery in [[Amsterdam]]. The original building was built in 1867, and was in use as a brewery until 1988.<ref>{{Cite web |title=About Heineken Experience |url=http://www.heinekenexperience.com/en/about.aspx |access-date=28 April 2007 |website=heinekenexperience.com |publisher=Heineken Experience |archive-date=9 May 2007 |archive-url=https://web.archive.org/web/20070509214719/http://www.heinekenexperience.com/en/about.aspx |url-status=dead }}</ref> In 1991, when part of the establishment was torn down, the Heineken Reception and Information Centre ({{langx|nl|Heineken ontvangst- en informatiecentrum}}) was opened in the remaining building. In 2001 the name was changed to Heineken Experience.<ref>{{Cite web |title=Nederlandse Biermusea |url=http://www.michel-tencate.tmfweb.nl/musea.htm#Experience |url-status=dead |archive-url=https://web.archive.org/web/20070427122438/http://www.michel-tencate.tmfweb.nl/musea.htm#Experience |archive-date=27 April 2007 |access-date=28 April 2007 |website=michel-tencate.tmfweb.nl}}</ref>

The museum features "rides", interactive exhibits, and two bars. It also gives an insight into the company's history and brewing processes through the years. Visitors receive one small tasting glass and two full-sized glasses of Heineken beer to drink at the end of the tour, both paid for by the 21 euro entry fee.{{citation needed|date=December 2020}}