As in every industry, today's international beer market is characterised by increasing globalisation. The world is growing smaller in many ways--but that doesn't mean the diversity of local culture will diminish as a result.

At Heineken, we believe the opposite is true. Heineken is a global company in every sense--but we are wholeheartedly committed to servicing local tastes and attitudes. Our business is global--but many of our brands are rooted in the cultures of individual markets. It is this unique combination--combined with the guaranteed quality of all our products--that makes Heineken the success it is today: the world's preferred brewer of quality beers.

Heineken N. The company's beer portfolio also includes a large number of national and regional brands, including Tiger, the number one regional brand in Asia. Heineken ranks second in the world beer market trailing only Anheuser-Busch Companies, Inc.

The company has operations in many countries outside its base in the Netherlands, though it has no brewing facilities in the United States, by far the company's largest export market; Heineken beer is the number two imported beer in the United States behind Grupo Modelo, S. In parts of Europe, Heineken N.

Although no longer involved in day-to-day management, the Heineken family retains influence over the company it founded through its 50 percent ownership of Heineken Holding N. Heineken was only 22 when he assumed control of De Hooiberg, one of Amsterdam's largest breweries. He was so successful that after four years he built a new, larger brewery and closed the original facility. Heineken incorporated his company as Heineken's Bierbrouwerij Maatschappij N.

Heineken's Beer Brewery Company in During this time, using a new cooling technique developed by Carl von Linde, Heineken gained the ability to brew year round at a consistent quality level. Heineken was thus one of the first breweries in the world to eliminate the brewer's traditional dependence on seasonal natural ice.

In Heineken hired Dr. Elion, a former student of Louis Pasteur, to research yeast. Over the next 13 years Elion systematically bred and selected a specific yeast cell for Heineken, which came to be known as the Heineken Beer Company Profile A-yeast' yeast being the source of alcohol and carbon dioxide in beer.

The Heineken A-yeast would continue in use into the 21st century and would eventually be shipped from Holland to all breweries owned or operated by the company, providing for a uniformity in taste among Heineken products, regardless of the different climates in which they were produced or consumed. Heineken began to export just 12 years after the De Hooiberg purchase, with regular shipments to France.

Exporting to the United States began soon after the founder's son, Dr. Heineken, assumed control of the company in Impressed by van Munching's knowledge of beer, Heineken offered him a position as the company's importer in New York. The bartender quickly accepted. Van Munching distributed Heineken beer to the finer restaurants, taverns, and hotels in the New York area until Prohibition forced him to stop in After the repeal of Prohibition inHeineken was the first beer imported into the United Kcura Company Profile. When he returned inhe formed Van Munching and Company, Inc.

Beginning in the s, the U. While many imports were available only in metropolitan areas or other limited geographical regions, by the s Heineken was available in 70 percent of the nation's retail outlets handling alcoholic beverages. The majority of Heineken beer destined for the United States was brewed at the company's Hertogenbosch brewery, where special production lines accommodated the varied labeling requirements of the different states.

Heineken beer also became the leading import in Japan, Canada, and Australia. In the company entered the first of many joint brewing ventures in countries to which it had previously exported.

That year Malayan Breweries was formed in Singapore in association with a local partner. This was followed closely by participation in a brewery in Indonesia.

In the company built the first of four breweries in Nigeria; the fourth opened in Between and the company also built four breweries and two soft drink plants in Zaire. During the late s H. The young Heineken took advertising and business courses in the evening and spent his days canvassing New York on foot with Van Munching's sales staff.

His return to Holland in marked the beginning of a new era in the company's marketing strategy. Alfred Heineken had been impressed with the changes in the U.

He prompted the company to implement marketing techniques that capitalized on these habits. Recognizing the importance of the take-home market, for instance, the company began selling beer in grocery stores with store displays designed by Alfred Heineken. In addition, Heineken began advertising its beer on the radio.

Previously, advertising Heineken Beer Company Profile been considered unnecessary because tavern owners were tied to specific breweries. In the s the company institutionalized its meticulous quality control efforts under its technical services group, Heineken Technisch Beheer, or H. High quality was always the company's hallmark.

Heineken, however, brewed its beer for eight days and aged it for six weeks. The H. There was also a tasting center at the Zoeterwoude laboratory. Samples of all beers brewed under Heineken supervision were shipped there each month to be tested by panels of taste experts. The tests at Zoeterwoude augmented the taste testing that was carried out at each individual brewery. Product diversification began relatively late in Heineken's history, because the company's emphasis had been on expanding its markets.

Inhowever, the company purchased the Amstel Brewery, Holland's second largest, founded by Jonkheer C. Amstel's export market was firmly established by the time Heineken purchased the operation. In Alfred Heineken was appointed chairman. The following year, the company changed its name from Heineken's Bierbrouwerij Maatschappij N. The company's remarkable success outside the Netherlands led management to emphasize Heineken's international presence rather than casting it as a Dutch company with significant international operations.

In fact, the company looked upon all of Europe as its domestic market. Heineken Holland had headquarters at the Zoeterwoude brewery. Its various breweries contracted with Heineken World to supply worldwide beer shipments. Heineken World headquarters remained in Amsterdam and were housed in an addition to the Heineken family home.

In Heineken entered the stout market by buying the failing James J. Murphy brewery in Cork, Ireland. In addition to Murphy's Irish Stout, which dated back tothe brewery produced Heineken light lager brew under license. Wines, spirits, and soft drinks were Kobold Watch Company Nepal becoming increasingly important Heineken products.

Soft drinks were made at Bunnik by Vrumona B. In Heineken purchased the Bokma distillery. The situation was considered so bleak that in the company and its French partner cut jobs and closed down three breweries and a bottling plant in France, offering displaced employees retraining and outplacement. From to Heineken invested significantly in Sogebra S. Heineken continued its international expansion throughout the s and s. The company also purchased stakes in numerous foreign brewers, including: a minority stake in Cervejarias Kaiser S.

In the s the company was a victim of a series of criminal incidents. In two unsuccessful blackmail attempts were made against the brewery, followed the next year by an extortion attempt. The two were held for 21 days and released after the company paid out an estimated 30 million guilders for their return though the actual amount was never made public.

Heineken spent tens of millions of guilders each Heineken Beer Company Profile to bolster its image as a prestigious import. The company's refusal to brew in the United States, even though its beer is brewed under license in many other countries, was in part attributable to a need to maintain the image. It appeared that Americans enjoyed the exclusivity of an import. The premium price they paid for Heineken beer lent credence to the image.

Heineken was unquestionably a powerful force in the brewing industry in the s. Its share of the world beer market increased from 2. Management policies at Heineken changed little over the years. The family retained control over virtually all aspects of the company, which was managed by a small team selected by the head of the family. The group was kept small in order to prevent factions from developing. As in the past, however, the family head of the company was involved in Heineken's day-to-day functions.

Alfred Heineken, grandson of Usa Leather Furniture Company founder and owner of 50 percent of the shares in the company, directly supervised research and development, finance, and public relations in the mids.

Though Alfred Heineken officially retired inhe kept close ties with the company well into the s, serving as chairman and delegate member of the supervisory council until and as chairman of the board of Heineken Holding N. As the company entered the s, Gerard Van Schaik took over as chairman.

Van Schaik focused on expanding the company's presence in Germany, by far the world's top consumer of beer. Emphasizing Heineken as a premium beer, the company invested in costly advertising, targeting in particular young Germans who, it was hoped, might find a foreign, imported beer appealing.

Van Schaik also oversaw an important U. Expansion into former communist markets began in with the acquisition of a In the s specialty beers remained very strong among the U. In fact, Heineken became the leading imported beer in the United States and brought the entire Heineken USA portfolio double-digit growth in In accordance with this trend, Heineken Starting A Franchise Company in that it had signed a joint agreement to become the first foreign beer producer in Vietnam.

In Heineken also moved into China, which in represented the world's second largest beer market, after the United States. ByHeineken had three export offices and three breweries in China.

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