When asked what ‘t IJ stands for, we immediately respond, “Making great beer!” But why do we brew all this beer? To bring people together. To get to know one another better and to share some laughter. Especially in the city, where this is often most needed, we actively work on creating opportunities for connection because those are the best moments to enjoy a glass of beer.
BuurtBankjes is an initiative by the organization “de Buurt,” aimed at making a social impact by connecting all the residents in a neighborhood. A BuurtBankje (neighborhood bench) is a hit: you set up a bench, and BuurtBankjes provides you with tips, facilitating encounters between people. This helps individuals feel more at home and encourages everyone to look out for one another.
To celebrate life together over a glass of beer, we happily lent a hand by giving away 50 fantastic benches with love. By purchasing four IJ beers at the supermarket, people had a chance to win a BuurtBankje. We visited the winners with decorations, umbrellas, snacks, and IJ beer to celebrate together, because you can’t toast alone.
