OUR MISSION
Our mission is to carry the spirit of Amsterdam, its freedom, creativity, and fearless energy, into a beer that can be shared and celebrated everywhere in the world.
We don’t just brew beer. We bottle a mindset, one born in Amsterdam, where tolerance, artistry, and rebellion shaped a city that inspires the globe
OUR VISION
To stand as a global symbol of Amsterdam’s spirit: open, creative, and free, inspiring people to live with the same bold energy.
To build a global community that celebrates music, art, and freedom, with Amsterdam Premium Lager at its heart
A City of Freedom
Freedom Never Breaks
1940's
Amsterdam keeps its spirit alive, even in the hardest times, freedom becomes part of its DNA.
The Summer of Love
Summer of Love in the Park
1960s
Flower power takes over the Vondelpark. Music, love, and freedom fill the air.
Creative Chaos
From Squats to Creativity
1970s
Squats transform into studios, galleries, and playgrounds for ideas. The city thrives on reinvention.
The City Dances
Amsterdam Starts to Dance
1980s
Clubs like RoXY, Mazzo, and iT turn nights into legend. Amsterdam discovers its rhythm.
From Beats to the World
Beats Go Global
1990s
House music born in Amsterdam conquers the globe. Dutch DJs headline the biggest stages, just like our beer travels worldwide.
Taste of Freedom
Taste of Freedom
2025
Amsterdam Premium Lager carries the city’s spirit forward: crisp, bold, and brewed for everyone who lives free.