Heineken Beverages, Heineken’s South African business, was named Brand of the Year at the 2026 Loeries on 9 October, the second night of the awards in Cape Town. Its Bar de Change campaign, which let travellers pre-pay for beer at South African prices and drink it in Europe, won a Grand Prix in Live Events.
The Loeries recognise creative work from Africa and the Middle East, and 128 awards were presented on the second night at Cape Town City Hall. Heineken Beverages employs more than 5,000 people in South Africa, and its brands include Heineken, Amarula, Nederburg and Klipdrift.
Beer vouchers for Europe
Heineken says a beer in Europe can cost South Africans up to three times what it costs at home, because of the weak rand. At a counter in OR Tambo International Airport in Johannesburg, launched in April 2026, departing travellers paid South African prices and received digital vouchers. The vouchers could be redeemed one for one at partner bars across Europe.
The counter returned from 4 to 8 June at OR Tambo and Cape Town International airports, timed to World Cup travel. No figures on vouchers sold, campaign cost or beer sales have been published with the awards, so the Grand Prix rewards the idea and says nothing yet about its return.
Wins across two agencies
LePub Johannesburg made Bar de Change and Whispering Commentator, and TBWA\Hunt Lascaris made The Real Hand Model. Bar de Change also took Gold in Out of Home Ambient on the opening night and Silver for PR. The Real Hand Model won Silver in four categories on the second night, including Integrated Campaign and Creative Strategy. Whispering Commentator earned Bronze in Live Events Sponsorship and in Audio Experiences.
Cannes form and a rival
The Loeries follow a strong Cannes Lions for the wider group, where Heineken won Creative Brand of the Year in June 2026 along with 31 Lions. Bar de Change was shortlisted at Cannes in Brand Experience and Activation. The group’s two Cannes Grand Prix came from other campaigns.
South African Breweries, AB InBev’s South African business, also won on the night. Its African Time film took a Grand Prix for direction and Gold for TV and cinema commercials over 90 seconds, so a competing brewer’s film work also took top prizes.
