The Heineken Group
The origins of the enterprise lie in Amsterdam, where in
1864 Gerard Adriaan Heineken acquired the brewery
De Hooiberg, dating from 1592. Soon after the take
over the field of activity was extended to the whole of
the Netherlands and a start was made on activities
Heineken is now an international beverages concern
producing and distributing leading brands, with the em
phasis on beer. Sales are made in over 150 markets.
The Group has production facilities at its disposal in
Europe, Africa, Asia and the Caribbean. Apart from our
own and affiliated breweries, Heineken and Amstel beer
are also produced under licence by third parties. In ad
dition, Heineken gives production assistance in the field
of both engineering and technology.
Research traditionally occupies an important position as
the basis for the activities of the Group. The research
and development activities are mainly performed cen
trally, i.e. in the laboratories at Zoeterwoude in the Neth
Important brands in the range are as follows:
Heineken, Amstel, Bintang, Dreher, Mützig, as well as
brands of affiliated enterprises, including Anchor, Pri
mus, Star, Tiger.
Royal Club (tonic, soda water, ginger ale etc.), Green
Sands (shandy), Sisi, as well as Pepsi-Cola and Seven-
Up produced under licence for the Netherlands.
spirits and wine
Bokma and Hoppe (genevers), Coebergh (liqueurs),
Paradisi, Adorana, Hennekens Els la Vera (herbal bitter),
as well as Jagermeister, Garvey (sherry) and wines
from houses such as Bouchard Père Fils produced
under licence or represented for the Netherlands