Heineken
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Heineken
As of 2019, it owns over 165 breweries in more than 70 countries, which are
operated by the Dutch multinational brewing company Gerard Adriaan Heineken. The company was
founded in 1864 by Gerard Adriaan Heineken in Amsterdam. It produces 348 different types of beers and ciders, including international, regional, local, and specialty beers. It employs approximately 85,000 people.
Heineken N.V. is the largest brewer by volume in Europe and one of the world’s largest brewers by volume. Heineken N.V. produces 24.14 billion litres of beer annually in 2019 and generates a revenue of 23.894 billion euros. There are three Dutch breweries
owned by it, in Zoeterwoude, in ‘s-Hertogenbosch and in Wijlre. The original brewing plant in Amsterdam, which closed in 1988, has been
preserved as a museum known as The Heineken Experience, which has been in operation since then.
After the merger between the two largest brewing companies in the world, Anheuser-Busch InBev and SABMiller, took place in October 2016, it has become the second largest brewer in the world after Anheuser-Busch InBev.
History
Gerard Adriaan Heineken
When Gerard Adriaan Heineken, 22 years old, purchased a brewery in Amsterdam known as De Hooiberg (the haystack) in 1864, he started the Heineken company. In 1869 it switched from using top-fermenting yeast to bottom-fermenting yeast. A second brewery in Rotterdam was opened in 1874, and the brewery’s name changed to Heineken’s Bierbrouwerij Maatschappij (HBM) in 1873. As a result of Dr. Elion, a student of French chemist Louis Pasteur, he developed the “Heineken A-yeast” in Heineken in 1886. Heineken beer is still brewed with this yeast, which is one of the main ingredients in the beer.
Henry Pierre Heineken
In 1917, Henry Pierre Heineken, the son of the founder, took over the management of the company. it remained involved with the company until 1951 and developed techniques to maintain consistent beer quality during large-scale production during his tenure.
As a result of World War I, it began to focus more and more on exports. Three days after Prohibition ended in the United States in 1933, the first Heineken shipment landed in New York. From that day on, the company has continued to be one of the most successful imported beer brands in the United States.
Alfred Henry Heineken
In 1940, Alfred Henry “Freddy” Heineken, the son of Henry Pierre, started working at the company, and in 1971 he was
appointed Chairman of the Executive Board. Despite retiring from the Executive Board in 1989, he maintained his involvement with the company until his death in 2002, as he was a powerful force behind Heineken’s continued global expansion.
the company, during this period, tried to increase its stock price by buying competing breweries and shutting them down in order to increase its stock price. The market for small breweries was heavily impacted after World War II. In 1968 it merged with its biggest competitor, Amstel, and opened a new brewery in 1975 at Zoeterwoude. As a result of the closure of the Amstel brewery in 1980, production was moved to Zoeterwoude and Den Bosch, respectively.
Present
As a result of the part acquisition of Scottish and Newcastle in 2007/2008, the company became the world’s third largest beer company based on revenues behind the Belgian-Brazilian AB InBev and the British-South African SAB InBev.
In October 2016, it became the second largest brewer in the world after Anheuser-Busch InBev and SABMiller merged to form the world’s largest brewer.
A successful all-stock acquisition of the brewery division of Mexican giant FEMSA on 12 January 2010 allowed Heineken International to expand its reach into Latin America and beyond. In addition to bringing brands like Dos Equis XX, Bohemia, and Sol under Heineken ownership, this deal also saw it start selling its products in Latin America through FEMSA’s distribution network. As a result of the deal, FEMSA became a 20% shareholder in Heineken N.V. Consequently, FEMSA now has the largest single stake in the company after the Dutch families (Heineken family and Hoyer family) who own 25.83% of the company and public shareholders who own 54.17%.
then…
the company is
expected to maintain its strong position by growing its market share in Latin American markets as a result of the acquisition of FEMSA. FEMSA has a huge distribution network and owns Mexico’s largest convenience store chain, OXXO, which has thousands of stores throughout the country. FEMSA owns thousands of locations throughout the country.
There was news in September 2014 that it would sell its Mexican packaging business, Empaque, to Crown for an estimated $1.23 billion. Also, during that month, the company revealed it was in the process of selling its Czech operations to Molson Coors.
Hiseinken International announced on 10 September 2015, as part of a global expansion strategy, that Lagunitas Brewing Company of Petaluma, California would be purchasing a 50% stake in the brewery. In light of the fact that Heineken has a stake greater than 25% in Lagunitas, it will no longer be
considered a craft brewery as part of the deal.
after that…
After they announced in January 2017 that it was in the process of negotiating the purchase of the twelve breweries of the Kirin Company in Brazil, the deal was
closed the following month and they bought Brasil Kirin for 700 million dollars.
Previously, the company had acquired 50% of Lagunitas Brewing Company, but on 4 May 2017, it announced that it would be purchasing the other 50% of the company, which would make it the sole owner of Lagunitas Brewing Company.
As of June 2018, Heineken USA
named Maggie Timoney as the CEO of the company, making her the first woman to be the CEO of a major United States beer supplier in history.
According to reports, they signed an agreement in 2018 with China Resources Enterprises to purchase a 40% stake in the company in exchange for cash.
Heineken Advertising
As part of its advertising strategy in the UK, it marketed under the slogan “Refreshes the parts other beers cannot reach”, which was
sometimes narrated by Danish comedian/pianist Victor Borge. Despite running for over 30 years, the British TV campaign came to an end in 2005. From March 2011, the company has been advertising with the song “The Golden Age” by The Asteroids Galaxy Tour. As a result of the success of The Entrance, a web advertisement, they launched The Date in May 2011.
A pop-up bakery was
opened by it in Amsterdam in March 2017 for five days to promote the yeast used in its brewing process. The bread was
made by Mark Plaating and proceeds from the sale went to a local baking guild.
Sponsorships
Several sporting events are
sponsored by them. For example, the Heineken Cup was an annual knockout competition in rugby union between top club, regional, and provincial teams from the Six Nations: England, France, Scotland, Wales, Ireland, and Italy. Since the cup’s inception in 1995–96, it has been the title sponsor, but the tournament is no longer
held in 2014 and replaced by the Champions Cup. Until the end of 2019, they continued to be the principal sponsor of the European Rugby Champions Cup and has been
credited as one of the founding partners of the competition. The company returned to title sponsorship of the Champions Cup from 2018 to 2019.
so…
It is no secret that it has been an integral part of the UEFA Champions League since 2005, with the theme of “Enjoyed together around the world.” The Heineken Open (tennis) is a tennis tournament
hosted in Auckland, New Zealand, on the ATP International Series. Besides sponsoring music events, it also sponsors the Heineken Open’er Festival, a contemporary music festival held in Poland; and Oxegen, a music festival in Ireland that has been going on since 2004. Ballyheigue Summerfest, which takes place every year, is
organized by them. After the Canadian Grand Prix in 2016, the company became the Official Beer of the Formula One World Championship. It has been
announced that they 0,0% will become the official beer of the UEFA Europa League
during the knockout stage of the 2019–20 season
when the season resumes followed by the start of 2020–21.
Heineken Experience
There is a museum in Amsterdam
called the Heineken Experience that is
dedicated to the Heineken Pilsener and the Heineken brewery. It is
located in the original brewery building, which was
built in 1867. It was
used as a brewery until 1988, when part of the building was
demolished, and the remaining building was
opened as the Heineken Reception and Information Center. As of 2001, the name has been
changed to Heineken Experience.
“Rides”, interactive exhibits, and two bars can be
found in the museum. It offers information about the company’s history and its brewing processes throughout the years,
as well as providing visitors with a taste of two full-sized glasses of Heineken beer at the end of the tour,
all of which are
paid for by the 21-euro entry fee.
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