The Heineken company has been around for more than 157 years and has mastered the craft of brewing exceptional, high-quality, and delicious beer. It is a company that strives to bring perfection to its products and leave a positive impact on the world.
With more than 300 unique brands, 165 exceptional breweries, and a solid presence in 190 countries, Heineken is well on its way to brewing a better world.
The Heineken Story: Origins
It all started in Amsterdam on February 15, 1864, when 22-year-old entrepreneur Gerard Adriaan Heineken acquired the Haystack brewery. Gerard wasn’t from a brewing background and didn’t really know the ins and outs of the business. But what he lacked in experience, he made up in aptitude and brought numerous innovations into the enterprise.
The young genius made the odd decision to brew lager instead of the usual ale or porter, which the Dutch were more familiar with. This was the very decision that put his company on the map, leading him to expand his enterprise in just 9 years. With this newfound success, he built the Rotterdam brewery in 1873 to serve as Heineken’s second facility.
Heineken made an astounding discovery in 1886 when they uncharted the use of A-yeast, an element that would bring a unique quality to their beers. Soon, their 100% pure Pilsner beer was the talk of the town, making it to the Paris Expo, where the company won the prestigious Grand Prix in 1889. It was a massive feat for the brand and fetched them a supply deal with the Eiffel Tower restaurant a year later.
The company saw remarkable growth in 1933 after the end of the alcohol prohibition period in the USA. It was the first time Heineken made it to the North American market, a feat that grew their foreign exports by 600%. Then in 1968, Heineken merged with the Amstel company, a move that increased their Netherlands market share by 55%.
1971 witnessed the era of CEO Freddie Heineken, who shaped the company into what it is today. This was the mastermind behind Heineken’s iconic green bottle design and numerous prominent innovations. Freddie worked tirelessly till his retirement in 1995, raising the enterprise to become the world’s second-largest brewing company.
Today, the brand is a standard for perfection and one of the most loved beers in the world. Heineken is rightfully number 1 in Europe and continues to bring the world together with its many innovations.
The Heineken Empire: A Global Market
The Heineken empire is global; it stretches from Europe to the Middle East, thrives in North America and the Asian Pacific, and flourishes in Africa. The company sells to dedicated customers in over 190 countries and has a family of 82,000 employees worldwide.
Heineken pays close attention to what each region wants and dedicates itself to delivering on those demands. The company studies the many local businesses that embody its ideals and helps them grow by bringing them into the Heineken family. Each acquisition is essential for the company and is only made after the right amount of research.
Asia Pacific
Europe and North America had already opened their doors to the popular brewing company; now it was time for the rest of the world to do the same.
For 88 years, Heineken developed a robust foothold in the Asia Pacific region. Now, the company runs 24 markets and controls 56 production facilities, including a cider, soft drink, and water plant throughout this diverse region.
Heineken’s presence stretches from the Yangon brewery in Taiwan to the Phnom Penh facility in Cambodia, the Vientiane brewery in Laos to the Petaling Jaya in Malaysia. The company has made its mark in countries like South Korea, New Zealand, Sri Lanka, Singapore, Vietnam, and most recently, the largest democracy in the world, India.
The company reported €2,764 million in total revenue in 2021 and a net profit of €753 million. It brewed approximately 29.4mhl of beer in 2021 and aims to increase that margin in 2022.
Africa & Middle East
Heineken N.V is creating a solid foothold in Africa and Middle Eastern regions. The ‘Brew a Better world’ model is an initiative that aims to make a major impact in these regions and has already made waves in Ethiopia and Burundi, amongst others.
The Nigerian beer, Star, has taken the region by storm, and the ever-popular Primus is being brewed in four African nations as we speak. Other notable brands include Ivoire beer originating from the Ivory coast and the Ethiopian favorite, Walia beer.
Total revenue from the African, Middle Eastern, and Eastern Europe regions came up to €3,159 million in 2021. Despite Covid-19 hampering efforts in 2020, the company recovered swiftly and brewed approximately 38.9mhl of beer and secured profits of €442 million last year.
Heineken N.V Brands
Over the last 157 years, Heineken N.V has built up an impressive roster of 300 international and regional brands. While all these brands are top quality, there are a few that stand out.
Tiger
Tiger beer is Heineken’s number 1 Asian lager and is growing at a revolutionary pace. The brand originated in Singapore in 1932 and has swiftly grown to become Asia’s favorite.
Each bottle of Tiger beer goes through a strict brewing process that takes over 500 hours to perfect. Master brewers create this unique taste by using only the fairest ingredients shipped from Europe and Australia. Expansions such as Tiger Black, Tiger White, and Tiger crystal only improve the quality and demand for this beloved Asian lager.
Sol
El Sol is a famous Mexican beer dubbed ‘The Mexican Sunshine’ and has made headlines worldwide for its impeccable taste and quality. The brand presents a unique opportunity, a chance to taste the sun.
Brewed using solar energy, Sol beer is a prominent brand in more than 50 countries and one of Heinekens best products overall. The unique beer is created using over 9,750 solar panels, an incredibly effective method that significantly impacts the fight against carbon emissions.
Birra Moretti
Birra Moretti brings the incredible taste of Italy and is one of the most renowned Heineken beer brands in the world. The brewing process for this brand was perfected in 1859 and has remained the same ever since.
The delicious Italian beer is created in the traditional way, using hops of the most exquisite quality and unique blends that enhance its taste. The bitter taste of Birra Moretti is wonderfully balanced and delivers a special treat to those who drink it.
Final Thoughts
Heineken N.V is led by its flagship brand, Heineken®, which is a favorite across multiple markets. Moreover, the company has a list of high-quality international and local brands that consumers love.
The company has grown from a humble brewery to a global conglomerate that spans multiple continents and nations. They are among the few companies consistently striving for a sustainable future.
Today, Heineken is a global leader in the alcohol industry and has made a lasting impression on the world. Moreover, the brand brought the sporting world together by becoming the official sponsor of the UEFA champions league. Their unique strategies, such as the Evergreen initiative, help them maintain an edge over other brands and reach out to their consumer base.
Heineken’s innovative practices, appealing stratagems, and impeccable labels make them stand out from other breweries and carry the title of the international face of beer.
