Amstel, a pure malt beer made with the magic of Dutch yeast and part of the Heineken Group, took over the Pinheiros River area to host the first edition of Amstel Spirit of Amsterdam. The experience arrived in São Paulo with the purpose of honoring and celebrating the points of connection between the city and the Dutch capital, such as diversity, freedom, the electronic music scene, passion for football and King’s Day, a true Dutch carnival. The event took place in São Paulo on April 27 and 28 and on May 4 and 5, 2024, with free admission.

King’s Day, which celebrates the birthday of the King of the Netherlands, takes place at the end of April on the 27th. However, the festive atmosphere extends throughout the entire month. It is a celebration with a non linear journey that invites people to welcome the arrival of spring in the Netherlands. Hundreds of cultural events take over the city, filling canals and rivers with open air parties and tulips spread throughout Amsterdam. All of this wrapped in orange, one of the country’s most iconic symbols.

The spirit of freedom of Amsterdam was brought to life in a space that encouraged people to express different ways of being. This experience was connected to the campaign I AMSTEL The Unmistakable Taste of Being Ourselves, which highlighted authenticity and freedom, encouraging people to be who they truly are, without labels or masks, free to express themselves in authentic environments among close friends and in places that offer a sense of belonging and safety.

Through this project, Amstel became a direct bridge between Amsterdam and São Paulo. One example was the onboard experience inspired by the boats filled with revelers that take over Amsterdam’s iconic canals during King’s Day. Connecting São Paulo to Amsterdam, the local audience was able to experience this moment through a barge ride along the Pinheiros River. Departing from Jaguaré Bridge and heading to Cidade Universitária Bridge, with capacity for 100 people, the boat featured an Amstel Bar, live music and performances.