New Research highlights the cultural and tourism value of Europe’s hospitality venues

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Imagery assets are downloadable HERE.

Visit Europe’s Living Rooms by HEINEKENxMagnum Photos HERE.

Notes to Editors

For any questions, please contact

Marlous den Bieman, Head of Media, Issues and Crises.

E-mail: [email protected]

Tel: +31-20-5239-355

_{About the economic data}

_{Sales figures were taken from a study that was conducted by Steward Redqueen and assesses HEINEKEN’s economic impact across Europe in 2025. Using multi-regional input-output modelling, it combines HEINEKEN’s 2025 financial, procurement, employment, and commercial data with official economic statistics to estimate GDP contribution and employment supported across its value chain. Indirect impacts are described as supported rather than created, as the analysis does not estimate what economic activity would have occurred in the absence of HEINEKEN. The analysis covers 29 European countries, including 21 HEINEKEN operating markets and eight export-only markets.}

_{About the consumer research}

_{The research was conducted in partnership with OnePoll between 21 August and 2 September 2026, polling 11,000 participants of legal drinking age across 11 European markets (UK, Portugal, Ireland, Spain, Netherlands, Greece, Poland, Austria, Italy, Belgium and Czechia).}

_{OnePoll are company partners of the Market Research Society and certified by Communications Management Standards (CMS).}

_{About Magnum Photos}

_{Magnum Photos is a cooperative of acclaimed, independent photographers who share an ongoing commitment to documenting world events, people, places, daily life and culture. Founded in 1947, Magnum Photos has been telling stories of the past, defining the present, and shaping the future through photography for over 79 years, united by its values of uncompromising excellence, truth, respect, and independence. With more than 6.6 million followers across the internet, and a rolling program of museum shows, exhibitions, and events across the globe, Magnum photographers continue to inspire a growing worldwide audience. Find out more at magnumphotos.com.}