Heineken International: Beer brewing is the third in the world, with 6 dimensions in-depth analysis
Heineken International is a Dutch brewing company that sells more than 300 beers and ciders in nearly 170 countries and regions, making it the world's third-largest brewer. Today this article will dig deeper into the more stories of Heineken International.
1. Heineken International passed down from generation to generation
In 1864, Gerard Adriaan Heineken founded Heineken International in Amsterdam, the Netherlands. In order to produce the best beer, Mr. Heineken has traveled the world almost to find the best ingredients. He also deliberately set up a private library, all of which are about winemaking.
In 1917, Henry Pierre Heineken, the son of Mr. Heineken, took over the company, and he regarded the research work on brewing technology as his lifelong career.
In 1953, Mr. Heineken's grandson Alfred Henry Heineken became the third generation of Heineken's leadership.
In 1983, Heineken's president Alfred Henry Heineken was taken away from the Amsterdam headquarters and imprisoned for three weeks. The incident was also adapted into the film Kidnapping Freddy Heineken. (See the following sentence, Xiaobian can only sigh: This is really a naive and happy president!)
I don't sell beer, I sell happy!
—— Freddie Heineken, former president of Heineken Beer
In 2019, the fourth-generation leader, Charlene de Carvalho Heineken, with a 23% stake in Heineken International, inherited from her father, together with her family for $14.2 billion in assets at Forbes billion The richest man is ranked 89th.
2, the flagship brand of Heineken beer
A grade yeast, it is the hero of Heineken Beer.
Heineken is mainly made from malt, purified water, hops and yeast. Its alcohol content is generally 5%.
In 1886, Dr. Elion developed A-grade yeast and developed a unified Heineken taste standard. Grade A yeast is stored strictly at a low temperature of -86 degrees and transported by dry powder to Hexley Brewery around the world. The natural malt and water are fermented to produce alcohol and carbon dioxide through the action of Class A yeast. It forms the signature taste of Heineken beer with a mellow balance and a hint of fruity aroma.
The wayward green bottle sticks
Despite the constant skepticism about the green bottle of Heineken, it is said that it will increase the risk of beer oxidation and produce Skunked, but Heineken is so “overbearing” that it has not changed since 1884 and There is no intention to replace the green bottle. (Well, Xiaobian has to say: money is wayward!)
In fact, the "green" is derived from the color of Heineken's wine bottles and labels, which represents the power of cohesion. It is both a sense of pride and a sense of pleasure brought by Heineken.
3, Heineken International is far more than Heineken Beer
Heineken's owned beer brands include Heineken Light, Heineken Light and Heineken 0.0, but this is the tip of the iceberg. Heineken International has a very large number of brands acquired or produced:
Tecate, Dos Equis, Sol Beer, Bohemia, Carta Blanca, and Indian Beer (Indio)
Jamaican Red Stripe (Jamacia’s Red Stripe)
Haitian Prestige (Haiti’s Prestige)
Southeast Asian Tiger Beer
Birra Moretti, Italy
Ecuadorian Biela Ecuador
Newcastle Brown Ale, New England
Irish Murphy’s Stout
Affligem Blonde, Belgium
Low alcohol and non-alcoholic beverages such as Buckler and Sagres
4. The ever-expanding Heineken International team
On January 25, 2008, Heineken and Carlsbro jointly acquired Scottish & Newcastle (S&N), the UK's largest beer manufacturer in the UK, for $15.28 billion. Heineken received S&N's operations in Ireland, Finland, Belgium, India and the United States in this transaction. It has therefore become Portugal's second largest brewer and the UK's largest brewer.
On January 11, 2010, Heineken acquired the beer business of Fensa, the second largest brewery in Mexico, through a stock exchange. Upon completion of the transaction, Finza will hold a 12.53% and 14.94% interest in Heineken Holding and its parent company, Heineken Holding, respectively.
In 2015, Heineken had more than 165 breweries in 70 countries around the world, employing approximately 76,000 people to produce more than 250 top, regional and specialty beers. Heineken's annual beer production is 181.3 million liters. It is the largest brewer in Europe and the third largest brewer in the world, ranking behind Anheuser-Busch InBev and SABMiller in South Africa.
On November 5, 2018, China Resources Brewery, a subsidiary of China Resources Beer, acquired the entire issued share capital of Six companies established in China and Heineken Hong Kong at a price of more than US$300 million in cash.
In 2019, among the top 10 most valuable beer brands in the world, with the sales of US$6.77 billion (a growth rate of 11.1%), it became the world's third largest beer brand.
In recent years, Heineken International has also acquired a number of wineries around the world, including the Lagunitas in the United States, the Beaverton and Brixton Brewery in the UK. Belize Brewing Co., Amsterdam Oedipus Brewery and Strongbow, the world's leading producer of cider.
5, Heineken's global sponsorship road
Heineken is the UEFA Champions League (beginning in 1994), the Major League Soccer (2014-2024), the Rugby World Cup and the Rugby Union. The main sponsor.
Since 1997, James Bond's 007 series has been inextricably linked and has appeared in seven films.
In 2016, starting with the Canadian Grand Prix, Heineken became the official beer of the FIA Formula One World Championship.
6, Heineken Museum
Many breweries are open to the public, but Heineken is more aggressive. He used the former brewery to set up the Heineken Experience, located in the center of Amsterdam (Address: Stadhouderskade 78, 1072AE Amsterdam). If you have the opportunity, you can go to the eye.
In 1988, the brewery was officially closed due to insufficient production to meet the high demand. It was later converted into the Heineken Museum, but still retains the words of the Heineken Brewery. Since 1991, visitors from all over the world have been accepted here.
The museum will showcase the history and brewing process of Heineken, and there is also a bar at the end of the exhibition to allow visitors to taste the beer.
Yanjing Huiquan company's craft beer production line is put into production; Taiwanese beer enters the Vietnamese beer market; Goose Island Brewery launches new craft beer
Yanjing Huiquan Company's craft beer production line is put into production;
Hebei Yan Beer and the College of Life Sciences reached a cooperation intention;
The Star Lion Group announced that it has entered the Myanmar beer market twice;
Goose Island Crafts launches a new craft beer;
Taiwanese beer entered the Vietnamese beer market.
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Yanjing Huiquan company's craft beer production line put into operation
Recently, the brewing beer production line project invested by Yanjing Huiquan Beer Company with an investment of nearly 20 million yuan was officially put into operation. The production line can produce 20,000 tons of craft beer annually and create an annual output value of more than 100 million yuan. It will lead the new trend of beer consumption and comprehensively enhance market competitiveness. It will also become the benchmark for party building to lead the high-quality development of enterprises.
Source: Hui'an News Network
Hebei Yan Beer and the College of Life Sciences reached a cooperation intention
On the morning of September 25th, Wang Zhucheng, the vice president of the School of Life Sciences, led a member of the microbiology research team to Hebei Yanjing Beer Co., Ltd. to negotiate and reach a cooperation intention.
Source: CZ Biosciences Institute
Star Lion Group announces second entry into the Myanmar beer market
Fraser & Neave, Singapore's 100-year-old wine, dairy and soda manufacturer that has withdrawn from the Burmese beer market in 2015, has once again made a comeback. It has recently announced that it has invested S$70 million in a joint venture with its local partners in Yangon, Myanmar. .
The Star Lion Group made the announcement on the 25th. The group has invested S$70 million to establish an Emerald Brewery brewery with its Myanmar partner.
Goose Island Brewing Launches New Craft Beer
Goose Island Craft Beer, which never stops growing in innovation, once again brings new surprises to everyone – the goose light IPA. This new product, carefully crafted by Goose Island Asian Winery, after a small-scale market research, finally stood out as a star product of Goose Island Craft Beer after the consumer voted.
Source: PR Newswire
Taiwanese beer enters the Vietnamese beer market
Attacking the new southward market, Ding Yanzhe, chairman of the Taiwan Tobacco and Alcohol Company, said on the 20th that it plans to enter the Vietnamese beer market with authorized distribution and commissioned OEM models, with the goal of expanding to other ASEAN countries in the future; Factory assessment.
Ding Yanzhe pointed out that last year, he originally planned to set up a branch in Vietnam. However, when he encountered a bottleneck and was registered with a branch, he was required to name the nationality of China and Taiwan. He eventually canceled the branch plan and turned to local OEM and brand authorization. Earn brand licensing fees, such as how much to sell a bottle of beer.
Ding Yanzhe said that the advantage of switching to local OEM and brand authorization is that it can save the cost of establishing a branch to make its own market access. On the contrary, it can be compared to the potential of the Vietnamese market. The foundry is currently evaluating the foundry to see if the production is large or smaller, which involves the access and initial sales estimates, so the current start-up time is still undecided.