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Heineken is a monobrand owned by the Dutch company of the same name, which ranks first among European – and second in the list of world – brewing giants. As of 2017, Heineken is the corporation with the widest international presence, with 165 factories in over 70 countries. The company produces 250 international, regional, local and specialty beers and ciders, including such popular brands as Amstel, Tiger, Murphy’s, Paulaner, Birra Moretti. The geography of Heineken’s export deliveries covers the largest number of countries – more than 170.
Historical reference. There are discrepancies regarding the date of the appearance of the brand. Someone recognizes the beginning of 1864 – the moment the young Gerard Heineken bought a small brewery De Hooiberg in the heart of Amsterdam. The official website dates back to 1873, when the company was named after its founder – Heineken’s Bierbrouwerij Maatschappij NV An important milestone in the history of the company is the introduction of the famous Heineken-A yeast in 1886 by Dr. ingredient in Heineken beer.
Four generations of the Heineken dynasty have been actively involved in the development of the brand and the company around the world. The most notable contribution to the expansion of the business was made by Gerard’s grandson, Alfred “Freddie” Heineken. Under his leadership, the company began an aggressive marketing and advertising campaign, which resulted in entry into the top three players in the global beer market. In the same period, under the auspices of the company, a jazz festival and a tennis tournament Heineken open were organized. Alfred also came up with the idea of designing a green bottle and a label with a red star, which became the key to brand recognition.
One of the most successful non-famous managers is Karel Wuursten. He concentrated his efforts on global expansion, acquiring branches in Europe and Africa. Today the family is represented on the Board of Directors by Charlene de Carvalho-Heineken, who owns the largest shareholding.
Awards
Putra Brand Awards, Malaysia:
- 2014 – Gold (Heineken) medal;
- 2015 – Gold (Heineken) medal, honorary badge of Putra Brand Icon for winning for 4 years in a row;
- 2016 – silver (Heineken) medal.
European Beer Star, Грефельфинг:
- 2015 – Gold (Heineken Light) medal;
- 2016 – Gold (Heineken 3) medal;
- 2017 – Bronze (Heineken 0.0) medal.
World Beer Championship’s, Chicago:
- 2013, 2014 – Gold (Heineken Light) medal;
- 2016 – Gold (Heineken 3) medal.
Australian International Beer Awards, Балларет:
- 2016 – 2 bronze (Heineken Light, Heineken 3) medals;
- 2017 – Gold (Heineken 3) medal.
BrewNZ Beer Awards, New Zealand:
- 2016 – Trophy main prize and gold (Heineken Light) medal.
Brussels Beer Challenge:
- 2015 – Silver (Heineken Light) medal.
Best in Metal Awards:
- 2007 – Big Gold Medal (TenCan 10 liter keg).
Canadean International Beer Strategy, Прага:
- 2013 – 1st place in the category “Best Environmental Initiative of the Year” for the David XL Green cooling system.
International Beer Awards, Лондон:
- 2014 – Winner in the category “Best New Product Launch” (The Sub, a home beer dispensing machine).
The Dieline Awards, Boston:
- 2014 – Heineken Club Bottle Silver Design Award.
Cannes Lions International Festival of Creativity:
- 2017 – “Golden Lion” for a commercial featuring racing driver Jackie Stewart.
British Beer & Pub Association’s, London:
- 2017 – Community Heart Award for Social Programs.
Interesting Facts
One of the tragic moments in the history of the company was the kidnapping of Alfred Heineken, which occurred in 1983. The kidnappers plotted this crime for two years and, after several unsuccessful attempts, captured the businessman and his driver, Aba Doderer, outside the Heineken office in Amsterdam. The captives were kept for three weeks, chained to the wall in a hut specially prepared for this purpose with soundproof walls.
The perpetrators demanded the largest ransom ever paid for victims of kidnapping – 35 million guilders (approximately £15,7 million). As a result, the money was transferred, the attackers fled, but were later detained. The story received a great response, as a result of the investigation and the trial, several books were written and two films were shot. In both films, real stars were invited for the role of Freddie Heineken – Anthony Hopkins and Rutger Hauer.
Types of beer Heineken
Heineken, 4,8%
The brand’s flagship beer is brewed based on a recipe developed by Gerard Heineken in 1873. The product won its first award 2 years later, during the International Maritime Exhibition in Paris. When creating it, a mix of various hop varieties and exclusive Heineken-A yeast are used, thanks to which the drink acquires a delicate aroma with hints of fruit. On the palate, hints of roasted chestnuts, banana and caramel stand out against the backdrop of a balanced bitter note. It is bottled in bottles and cans of the “signature” green color. The recommended serving temperature is 6-8 °C. As a gastronomic accompaniment, you can use shrimp salad, slices of dry-cured venison, pork salmon.
Heineken Light, 3,2%
Light beer, recognized as the best during the “blind tasting” at the oldest international beer competition in America, the World Beer Championship. The lager, brewed since 2006, has been relaunched by the company. The fundamental difference was the inclusion of Cascade hops in the recipe. This American hop is often used in craft beer making to appeal to craft beer fans. The packaging design has also become more modern. There are 99 calories in a standard bottle of Heineken Light. On the palate there is a pleasant acidity, balanced by malt sweetness, hop dryness and moderate bitterness.
Heineken 3, 3,3%
A novelty in the brand line is a light lager with a low calorie content. First introduced in Australia, the beer immediately won the gold medal at the prestigious AIBA 2017 industry competition. The production uses a special mashing method and a high content of a mixture of caramel malts, which give the beer an amber color and a rich bouquet. In a bright fruity aroma, notes of apricot, orange, cashew nuts are felt. Delicate sweetness and light bitterness are balanced on the palate.
Heineken 0.0
Beer with zero alcohol content is brewed according to a special recipe, the development of which took more than one year. Produced using unique A-Yeast fermentation and double filtration for a classic lager flavor. It has the recognizable characteristics of Heineken beer: sweet-malty aroma with a touch of unfermented wort, grainy and fruity notes. The presence of hops is indicated by grassy tones and a drying aftertaste, bitterness is almost not felt. Excellent thirst quencher, a standard bottle contains only 69 calories. A non-alcoholic version of the beer is being actively promoted as part of a global partnership between Heineken and Formula One.
