Born in Amsterdam, Raising the Bar in California: The Next Chapter of The HEINEKEN Brewhouse

This September, we’ll gather in California for the next edition of The HEINEKEN Brewhouse, a recurring open innovation program where the brightest start-up and scale-up minds meet HEINEKEN and other tech players’ seasoned expertise. This is more than an event; it's a melting pot of ideas designed to uncover groundbreaking solutions, within the HR tech field specifically. I’m thrilled to continue this journey—one that’s not only about advancing innovation but also about fostering powerful collaborations with external industry experts such as Microsoft, SAPSuccessFactors, Accenture and TNW, that will help to shape the future of work.

Reflecting on a summer full of challenges and growth, I spent over ten days hiking the scorching Hautes-Pyrenees with my son. This adventure wasn’t just about exploring nature; it was a powerful reminder that together, we can overcome any obstacle. Just as my son and I supported each other through the mountains, collaboration is key in the HEINEKEN Brewhouse. The best outcomes arise from partnerships and collaboration that go beyond the ordinary.?

The upcoming Brewhouse on September 16th and 17th is a testament to this. Progress isn’t about individual efforts; it’s about collective, it’s about collaboration. Just like our mission statement at HEINEKEN, where ‘we brew the joy of true togetherness to inspire a better world’ - true togetherness is that unique bond between people that ignites joy and creates memories. By partnering with external industry experts and start-ups and scale-ups, we tackle real challenges, foster long-term partnerships, and create a win-win scenario. With startups gaining exposure and mentorship, HEINEKEN accesses fresh, innovative solutions to stay ahead in the industry, helping us on our mission to becoming the best-connected brewer and unlock the full potential of our people and organization.?

The beauty of working like this is that we do not have a predefined final destination, it is a process of continuous and ongoing change.

This also means we aren’t afraid to fail, and we embrace our learnings as benefits. According to Professor Paul Iske, professor of Open Innovation & Business Venturing at the School of Business and Economics at Maastricht University, we need to rethink failure. Innovation means exploration and exploitation of new ideas, some of them might work, some not.?

“We embrace failure as an important learning moment. After all, what would the world be without guts, without accidental discoveries and without the opportunity to learn from what went wrong?”?

The HEINEKEN Brewhouse is more than just a competition—it’s a launchpad for meaningful change, scalable solutions, and lasting impact for the global HR tech landscape. At HEINEKEN, we’re always on the lookout for solutions that can seamlessly integrate and enhance our ecosystem, and these upgrades are a long-term business enabler. Collaboration is the key to unlocking innovation, and by empowering each other to fail fast and learn, together we can amplify our strengths, share insights, and push the boundaries of what's possible.

Ready to make a lasting impact? I think it’s safe to say we all are.?

“As I’ve often said, nothing is ever finished, only upgraded. Crowdsourcing challenges offer a fresh approach to co-creating and sourcing technology solutions. Transformation is constant, and embracing continuous improvement is key to revolutionizing the future of work and unlock the full potential of your people and organization.”?

How is constant change shaping your collaborations and innovations? Join us on this year’s HEINEKEN Brewhouse journey, and be part of a powerful movement that’s not just adapting to the future of work—but actively creating it.?

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