The history of the famous brewing brand dates back to December 16, 1863. The arguments were simple - in the eateries, people simply got drunk with gin, not being able to join normal beer.

From the very beginning of his business, 22-year-old Heineken set new rules. They simply did not have time to produce the drink at such a rate. A new brewery had to be built in 1867, this time on the very outskirts of Amsterdam.

In 1869, Gerard Adrian made the German Wilhelm Feltman his chief brewer, while he himself concentrated on finding quality raw materials for his product. Gerard Heineken even made his own laboratory, which was a unique business for breweries. There, the head of the company conducted experiments to control the quality of both raw materials and the finished beer.

In 1870, the Franco-Prussian War reduced the supply of Bavarian beer, which only played into the hands of Heineken brewers. In 1873 a new company, Heineken's Bierbrouwerij Maatschappij N.V., was established. But it immediately became clear that these brewing capacities would not be enough - another Heineken brewery with an area of ​​3 thousand squares was opened in Rotterdam a year later. This plant houses the most modern equipment and a quality control line.

In 1886, Dr. Elin, a student of Louis Pasteur himself, received a new task from the brewers to develop the original yeast variety, "Heineken A", which is still famous today. They are the most important and unique part of the famous brand, giving the foamy drink its own special taste. It must be said that this yeast is the only component of Heineken beer that other producers are not allowed to buy or duplicate.

The energetic work of Gerard Adrian led to the fact that the products of his breweries began to be appreciated not only in domestic markets, but also abroad. Back in 1875, the gold medal was received at the International Exhibition in Paris, the success was repeated in 1889 and 1890, in 1883 the beer won the Grand Prix in Amsterdam. Since 1880 "Heineken" has become the largest supplier of beer to neighboring France, and since 1889 it has been supplying its products to a restaurant on the Eiffel Tower. What could be the best advertisement? Heineken is constantly using advanced technologies - since 1881, a cooling system has been installed here, which eliminates the seasonal dependence on ice. And in 1890, electric lighting appeared at a factory in Amsterdam.

In 1893, the founder of the company died, leaving it among the largest in the country. Heineken bottled 200 thousand decalitres a year, which was a couple of orders of magnitude more than ordinary small enterprises. In 1917, Gerard's son, Henry Heineken, took over the management of the company. He represented a new type of leader. Henry was a chemist by training, which allowed him to improve his brewing processes. A lot of effort, time and money was spent on this. Henry also became the first in the country to create a pension fund for his workers, paying attention to working conditions. This has had a significant impact on employee motivation. The head of the company was even nicknamed "the red brewer", which was a dubious compliment.

The First World War, like the depression of the 1930s, affected the development of the company - people simply began to drink less beer. But in the first half of the 20th century, the company began to conquer the States. She was the first to come to America after the repeal of Prohibition there. In 1940, Henry Heineken resigns as head of the company. The years of World War II again meant stagnation. But during this time, a new representative of the Heineken family, Alfred Henry, was brought up. He has been in the beer business since the age of 18, with an internship at the American branch. Back in Europe, he promoted the brand's aggressive marketing and advertising strategy. Thanks to this, the company became the third in the world in terms of production. Alfred Henry himself entered the supervisory board in 1951, becoming its chairman in 1971.

During the difficult war years, the company began to think about the post-war future. It became clear that it was necessary to focus on store sales. Heineken has reoriented itself from production to market. Alfred Henry personally came up with the design of a new green bottle with a couple of stars, and soon two-thirds of the beer produced was produced in new containers. In the 1960s, strong foreign competitors became active in Holland, and to save Heineken it was forced to merge with its main competitor, Amstel. This decision made it possible to withstand a foreign attack. In 1971, the company also took over the Bokma and Kouberg companies, and in 1973, the Reuhmen wine trade company. In 1975, the largest brewery on the continent, with a capacity of 6 million hectoliters, was opened in Zutrevode, at the same time the first overseas brewery was opened in Africa.

The reign of Alfred Henry was marked by the expansion of sales markets. Beer began to be produced under license in Jamaica, Norway, Sweden, Tahiti, Haiti, Ireland, Italy, Greece, Korea, Spain and Japan. And the former breweries in Amsterdam were closed, turning into museums. In 1989, Alfred Henry retired, handing things over to the energetic and talented manager Karel Wursten. In 1991 the company became a joint stock company, the largest stake of 25% remained with Alfred Heineken. In 2002, the legendary manager for the company passed away.

Today Heineken is the world's second largest beer producer. It owns stakes in more than 30 breweries, has large branches in Italy, Spain, France, even in China and Singapore. Interestingly, beer has never been produced in the United States, always being exported from Europe. Thanks to this, the brand looks truly European, which greatly influences its success. Heineken beer can be purchased in more than 170 countries around the world. The company works in the spirit of the founding family, it is no coincidence that Alfred Heineken's words are remembered here: "I regard a bottle of bad Heineken as a personal insult." Family traditions of brewing and doing business have linked past and future, setting the direction of development. The company currently employs about 55 thousand people, the brand's turnover is $ 20 billion, and the net profit is 700 million.


Watch the video: Heineken Back to the Bars


Previous Article

Murphy's Laws of Meetings

Next Article

Akhmet