Amstel took over the Pinheiros River area to host the first edition of Amstel Spirit of Amsterdam. The experience landed in São Paulo to celebrate the shared values between the city and the Dutch capital: diversity, freedom, electronic music, a passion for football and King’s Day, the Netherlands’ most iconic celebration. The event took place over two consecutive weekends—April 27–28 and May 4–5, 2024—with free admission.

King’s Day celebrates the birthday of the King of the Netherlands and takes place on April 27. In Amsterdam, the celebration goes far beyond a single day. Throughout the month, the city transforms into an open-air festival, with music, parties along the canals, tulips everywhere – all wrapped in orange, one of the country’s most iconic symbols.

The spirit of freedom that defines Amsterdam was translated into a space designed for self-expression and connection. The experience was part of the campaign I AMSTEL – The Unmistakable Taste of Being Ourselves, reinforcing authenticity, freedom and the idea of being who you truly are – without labels or masks – in safe, welcoming environments shared with friends.

Amstel became a living bridge between Amsterdam and São Paulo. Inspired by the iconic boat parties that take over Amsterdam’s canals during King’s Day, the local audience experienced a barge ride along the Pinheiros River. Departing from Jaguaré Bridge and heading to Cidade Universitária Bridge, the boat hosted up to 100 people and featured an Amstel Bar, live music and performances, bringing the true spirit of Amsterdam to the heart of São Paulo.