Amstel, one of Brazil’s best-selling pure malt beers and part of the Heineken Group portfolio, once again took over the Pinheiros River area to celebrate King’s Day, the traditional Dutch holiday known for its vibrant, colorful atmosphere. In its second consecutive edition, the brand’s proprietary event connected São Paulo to the unique energy of the Netherlands through ferry rides, traditional food and a special music program centered on samba, a rhythm that translates the Brazilian spirit and reinforces the festive essence of the celebration.

This edition went beyond bringing the Dutch Carnival to Brazil. It also took a piece of Brazilian Carnival to Amsterdam, led by Marcelo D2. Bridging past and present, D2 showed how samba continues to evolve, resonating with resistance, identity and contemporaneity. He was chosen to arrive in the Dutch capital on April 26 and showcase the best of Brazilian samba circles.

In São Paulo, samba took center stage as the heart of the event, surrounded by a crowd dressed in shades of orange throughout the celebration.

The music lineup featured standout performances across two weekends. On the first Saturday, the 26th, the event welcomed Leci Brandão alongside Ju Moraes, lead singer of Sambainas, in a show that blended tradition with a contemporary edge. On Sunday, the 27th, Fundo de Quintal took the stage to perform their classics. The second weekend brought Marcelo D2 back to São Paulo, recreating the same samba experience he had taken to the canals of Amsterdam. To close the celebration, Péricles headlined the final day of King’s Day.