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Privacy Policy

Heineken UK Limited (collectively referred to as "we", "us", or "our" in this privacy notice), is responsible for your personal data in relation to our website and mobile app dedicated to BLADE, available at https://uk.blade.shop  (the "Website"). This website was previously operated by one of our affiliates, Online Drinks B.V. We are part of the Heineken group. We respect your privacy and are committed to protecting your personal data. This privacy notice will inform you as to how we look after your personal data when you use our Website.

It is important that you read this privacy notice together with the Website’s Cookie Policy and Terms and Conditions This privacy notice supplements the other notices and is not intended to override them.

HOW and WHAT data do we collect about you?

Personal data, or personal information, means any information about an individual from which that person can be identified. We collect this information directly from you, as well as automatically through your use of our Website. We collect, use, store and transfer different categories of information about you which we have grouped together as follows:

  • Identity Data – name, username, title and date of birth.
  • Contact Data – billing address, delivery address, email address and telephone numbers.
  • Financial Data - bank account and card payment details.
  • Transaction Data - details about payments as well as products and services purchased from us.
  • Profile Data - username and password, purchases or orders, preferences, feedback and survey responses.
  • Usage Data - information about how you use our products, services, and Website such as IP address, browser history, clicks and views on our Website.
  • Marketing and Communications Data - preferences in receiving communication and marketing.


We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sexual orientation, political opinions, trade union membership, information about your health or genetic and biometric data, nor do we collect any information about criminal convictions and offences).

We also collect Aggregated Data such as statistical or demographic data, but this data does not reveal your identity. An example is when we aggregate your Usage Data to calculate the percentage of users accessing a particular Website feature.

WHY do we collect your personal data?

We collect the above categories of personal data about you under the following circumstances:

  • When you purchase products through the Website – this includes when we process your payment and deliver the requested product or service to you;
  • When you register and create an account on our Website – you will be asked to create an account with us before you are able to make an order. We will also send you messages to remind you to complete your registration, should your online session finish before registration is complete;
  • When we communicate with you – this includes where we manage our relationship with you; where we respond to complaints; where we invite you to events, where we ask you to participate in research activities; or where we make suggestions to you about various products and services that you could benefit from;
  • When we communicate with you in relation to the preference centre – If you enter the preference centre via the link in the emails we send to you, you will be asked questions about your use of our products. These questions relate to frequency of purchase, preferred brands, preferred products or information on your marketing preferences. We may use this information for sending you specific offers, discounts or other commercial messages that suit the preferences you have filled in, or exclude you from certain messages. You are not obliged to fill in this information;
  • To maintain and optimise our Website – this includes where we need to solve performance issues, to improve the availability of the Website and to secure the Website against fraud;
  • Where we perform the contract we have in place with you, including managing payments, fees and charges; and
  • When you complete a survey we send you about how we can improve the services we offer you, and on how we can improve our website, or when you participate in a sweepstake, contest or promotion.

We will only use your personal data for the purposes above, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

Further information on the circumstances in which we collect your data is available at the end of this policy.

What is our LEGAL BASIS for collecting your Data?

Under Data Protection Laws, we must have a legal basis under which we process your personal data. When we collect and use your information, we do so under one of the following:

  1. We have a legitimate interest as a business;
  2. In order to perform a contract we have with you; or
  3. In order to comply with a legal obligation.

Legitimate Interest as a business means conducting and managing our business to enable us to give you the best service. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).

Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party, such as your order for purchase of our products, or to take steps at your request before entering into such a contract.

Compliance with a legal or regulatory obligation means processing your personal data where it is necessary for compliance with a legal or regulatory obligation that we are subject to, such as anti-money laundering legislation.

Where we need to collect personal data by law, or under the terms of a contract we have with you and you do not provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with goods or services). We will notify you of this at the time.

WHO do we share your personal data with?

We may have to share your personal data with the parties set out below for the purposes set out in the table in Annex 1:

  • Internal third parties - Other companies in the Heineken group based within the EEA;
  • External third parties – In order to provide you with the services specified in your contract with us, we share your personal data with third parties which include:
    • IT and system administration service providers based within the EEA;
    • Service providers such as solicitors and accountants;
    • First and Third party advertising companies and media agencies for marketing and research purposes;
    • Social Media Providers, such as Twitter, LinkedIn, Facebook and Instagram;
    • Payment service providers that will act as data controller in order to obtain and process payments made by you via the Website;
    • Independent debt recovery agencies, solicitors or other agents for the purpose of collecting monies due or outstanding on your account; and
    • In case we sell all or some of the assets or shares of a Heineken group company to which Personal Data was transferred to a third party, your Personal Data may be provided to this third party.


We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

International transfers

Our external third parties may be based outside the EEA so their processing of your personal data will involve a transfer of data outside the EEA. Whenever we transfer your personal data out of the EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards are implemented:

How SECURE is my data?

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

How LONG will my personal data be used for?

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.

To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.

What are my RIGHTS?

Under Data Protection Laws, you have various rights in relation to your data. If you choose to exercise any of these rights, please note that we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we may refuse to comply with your request in these circumstances.

In order to respond to any request in relation to your data access rights, we may need to request specific information from you to help us confirm your identity. We may also contact you to ask you for further information in relation to your request to speed up our response.

We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

You have the right to:

  • Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you;
  • Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected;
  • Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it, or where you have successfully exercised your right to object to processing (see below);
  • Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes;
  • Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios: (a) if you want us to establish the data's accuracy; (b) where our use of the data is unlawful but you do not want us to erase it; (c) where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims; or (d) you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it;
  • Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you; and
  • Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain services to you. We will advise you if this is the case at the time you withdraw your consent.

Contact details

You can contact us by post at 3 -4 Broadway Park, South Gyle Broadway, Edinburgh EH12 9JZ, marked for the attention of Head of Legal, or alternatively via email at protectingyourdata@heineken.co.uk

Please note that all correspondence in relation to your use of this website which was previously directed to Tweede Weteringplantsoen 21 H, 1017 ZA Amsterdam (the Netherlands), should now be directed to the above UK postal and email addresses.

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

This version was last updated in January 2019.




Annex 1 – Legal Basis for Processing


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