What happens when a network event comes to a brewery?

You turn the brewery into an experience.

We were proud to host the latest edition of SHATA Connect at Surinaamse Brouwerij, bringing together professionals from across Suriname’s hospitality and tourism industry for an evening focused on connection, knowledge sharing and, of course, a good time.

As host, we wanted to do more than simply provide a venue. We wanted our guests to experience a little bit of what we do, how we do it and the people behind our brands.

So, for the evening, our hall received a small transformation.

A bar… as our stage

We started by turning our stage into a fully functioning bar.

Because when you’re hosting an event at a brewery, having a bar on stage just felt right.

From there, we created several interactive touchpoints throughout the space, giving our guests a closer look at how our brands come to life in the market.

Guests could explore the difference between on-trade and off-trade execution, with examples of how Heineken is activated in the on-trade environment and how Parbo comes to life in the off-trade.

It was a small glimpse behind the scenes of the work that happens every day to make our brands visible, relevant and accessible to consumers.

A little bit of SHATA, a lot of connection

The evening followed the familiar SHATA Connect format: an opportunity to connect, exchange ideas and learn from one another.

As a proud member of SHATA, Surinaamse Brouwerij was also officially presented with our SHATA membership plaque, marking our continued connection with the organization and the wider hospitality and tourism community.

Our Head of Sales, Manro, then took guests through a presentation on the role our company and brands play in Suriname’s market — from our commercial footprint to the ways in which we contribute to the country’s vibrant hospitality landscape.

From watching to tapping

Of course, no brewery event would be complete without getting a little closer to the beer itself.

Our very own Jerry, our tap expert, gave guests a quick demonstration on the art of pouring a proper draught beer.

And then we turned the tables.

Guests were invited to step behind the tap and compete against each other in a fun, one-on-one tapping challenge.

Let’s just say that some people discovered a hidden talent that evening… while others may need a little more practice.

The winners walked away with some Surinaamse Brouwerij branded merchandise — but, judging by the enthusiasm, the competition itself was already a prize.

After the activities, conversations and friendly competition, the evening moved to our Skybar for a rooftop gathering.

Good conversations, great views, drinks and even better company made for the perfect way to close the evening.

Because ultimately, that’s what SHATA Connect is about:

bringing people together.

One team, many disciplines

While the evening may have looked seamless to our guests, bringing it to life required collaboration across multiple teams within Surinaamse Brouwerij.

This was a true cross-functional collaboration between Corporate Affairs and Commerce, with colleagues contributing their expertise, time and creativity across planning, logistics, branding, sales, hospitality, production and execution.

And that is something we value deeply.

Great experiences don’t happen because of one person or one department.

They happen when people with different skills and perspectives come together, share ideas and work toward the same goal.

From the colleagues who helped shape the concept, to those who prepared the space, supported the commercial activations, managed logistics, hosted our guests and made sure everything ran smoothly — thank you.

Your work is what turned an idea into an experience.

We would also like to extend our sincere thanks to SHATA for the opportunity to host this edition of SHATA Connect and to everyone who joined us and made the evening what it was.

At Surinaamse Brouwerij, we believe that our role goes beyond brewing and selling beer.

It is also about creating connections, strengthening partnerships and contributing to the communities and industries in which we operate.

And sometimes, the best way to do that is to open our doors, bring people together and share a cold one.

Thank you for connecting with us at Surinaamse Brouwerij.

Until the next one! #SurinaamseBrouwerij #SHATAConnect #SHATA #Parbo #Heineken #Hospitality #Tourism #Collaboration #Teamwork #CrossFunctional #Suriname #BeerExperience