Heineken Celebrates National Beer Day Unselfishly

Imagine trying to sell beer. Sounds simple, right? Beer is a global commodity that consumers expect to find in almost any store, bar, or gas station. To sell it, you’d think all you’d need to do is walk into one of these places with a few cases and make the delivery.

But now, take a step back. Imagine trying to sell beer to someone who has never heard of it. They’ve never tasted it, don’t know what alcohol is, and have never experienced watching a game with a cold bottle in hand. What do you pitch to them? It can’t be the taste—beer alone isn’t a flavor most people would fall in love with right away. Is it the refreshing quality? Water could serve that same purpose. So, what exactly is the value of beer?

Here’s the catch—the value doesn’t lie in the beer itself. The value is in the experience surrounding the beer.

This is the realization Heineken tapped into when they crafted their ad for National Beer Day. Instead of simply promoting their product, they used the ad to highlight the true value it represents. The ad, titled “Forgotten Beers,” focuses on half-finished glasses of Heineken.

While most brands might see their product being left behind as a bad sign, this ad reveals why those beers were forgotten. Each glass was set aside not because the beer was lacking, but because people were too engaged in enjoying the company of others. These beers weren’t abandoned because they failed—they were left behind because they succeeded. The ad closes with the line, “The best part of having a beer isn’t the beer,” delivering its message powerfully without needing to state it outright. It’s a bold move for the holiday, but one that leaves a lasting impression.