Heineken Beverages has been named Brand of the Year at the 2026 Loeries, recognising a body of work that delivered creative excellence across many of their brands, drinks categories and disciplines. The achievement reflects the strength of collaboration between Heineken Beverages' brand marketing teams and agency partners, as well as a sustained commitment to building brands through ideas that resonate with consumers and culture.
The result was driven by awarded work across several brands in the portfolio, including Heineken® and Windhoek beer, JC Le Roux & Bernini and spanned live events and experiences, creative strategy, integrated campaigns, branded content and communications. Collectively, the campaigns demonstrated the breadth of creative capability across the business and contributed to Heineken Beverages securing one of the most significant honours awarded at the festival.
Andrea Quaye, marketing director, Heineken Beverages, said: “Being named Brand of the Year is a tremendous recognition of the people and partnerships behind the work. What is especially meaningful is that these campaigns were acknowledged not only for execution, but across experience, strategy, humour, integration and communication. That breadth reflects the standard we are working towards: ideas grounded in real consumer understanding, brought to life in ways that people genuinely want to engage with.”
In addition to the Grand Prix Award - Brand of the Year, a Heineken® campaign, Bar de Change, created by LePub Johannesburg, received the Grand Prix in ‘Live Events’ as well as a Gold award in ‘Ambient Out of Home’ and Silver in ‘PR & Media Communication’. The campaign responded to a recognisable South African frustration: the limited buying power of the rand when travelling abroad. Alexander Drake, head of Heineken® brand, added: “Bar de Change was an innovative activation allowing South African travellers to pre-purchase beer at local prices and redeem them via digital vouchers at participating international partner bars. The campaign aimed to eliminate currency-conversion anxiety and price friction during international travel with a uniquely Heineken® solve. For us, the recognition is exciting because it shows how a strong consumer insight, executed creatively, can transform a campaign into a memorable brand experience.” The campaign stood out for transforming a simple human insight into an engaging brand experience, demonstrating how creativity can create participation and generate conversation beyond traditional advertising.
Another standout performer was The Real Hand Model, created by TBWA\Hunt Lascaris for Windhoek Beer. The campaign received five awards across ‘PR & Media Communication’, ‘Integrated Campaign’, ‘Comedic Impact’, ‘Creative Strategy and Film’, making it one of the most broadly recognised pieces of work in the Heineken Beverages portfolio at this year's awards.
Whispering Commentator also earned recognition, receiving Bronze awards in Audio Experiences/Activations and Live Events Sponsorship. Together with Bar de Change and The Real Hand Model, the results reflect the breadth of creativity, strategic thinking and collaboration that contributed to Heineken Beverages being named Brand of the Year.
The recognition reinforces Heineken Beverages' belief that creativity is a business growth driver and a critical tool for building distinctive brands in an increasingly competitive marketplace. Across the portfolio, the strongest work continues to be rooted in consumer understanding, strong strategic thinking and close collaboration between marketers, agencies, creators and production partners.
Heineken Beverages also acknowledged the contribution of LePub Johannesburg, TBWA\Hunt Lascaris and the wider network of strategists, creatives, producers, marketers and brand teams whose work contributed to this year's result.
As the industry reflects on this year's Loeries outcomes, Heineken Beverages sees the Brand of the Year recognition as both a celebration of the work recognised today and encouragement to continue investing in creativity, innovation and brand experiences that create meaningful value for consumers.
About Heineken Beverages
Heineken Beverages is a beverage business that blends African heritage with global expertise. Formed through the coming together of three leading companies - Heineken South Africa, Distell and Namibia Breweries Limited - it draws on more than a century of international experience, innovation and excellence across a portfolio of 70 iconic brands. Operating in 13 African markets, Heineken Beverages is driven by strong people and partnerships committed to sustainable growth. Its multi-category range spans premium beer, wine, cider and spirits, offering something for every taste and occasion. Its internationally recognised and locally loved brands include Heineken®, Windhoek, Amstel, Savanna, Bernini, J.C. Le Roux, Nederburg, Amarula and Klipdrift.
