Little boy grows
into international
beer giant
Heineken:
THE WORLD OF HEINEKEN
A steady, successful expansion both geo
graphically anti in product ranges. That's
the best wiv to describe the history of
Heineken. From its small beginnings w i t h
one brewery in the very heart of Amster
dam, Heineken has expanded to become
the third-biggest brewing company in the
world. In one hundred and fifty countries
you can order a Heineken beer at the bar.
guage until fifteen years ago, Heineken
had already been putting the concept
into practice for decades) helped Heine
ken to build up a strong position in
many countries. The 1987 results con
firm the strength of Heineken's position.
Net sales in 1987 amounted to 6,659 mill
ion guilders and the net profit climbed
to 287 million guilders. In 1987 as much
as 43 million hectolitres of beer was
brewed under Heineken supervision!
From the United States to
Singapore; Heineken beer is
available in 150 countries all over
the globe.
We have to move the hands of our
time machine hack to the year
1863 to find the roots of the
Heineken concern. Gerard Adriaan
Heineken, grandfather of A.H. Heine
ken, the current chairman of the Execu
tive Board, bought the centuries-old
brewery called 'The Haystack' in that
year and after a while he developed the
Pilsener which decades later was to ex
pand to become the world's most inter
national beer brand: Heineken beer.
Over the course of a century the
beer's outstanding quality and system-
matic and effective 'marketing methods
(even though the word 'marketing' was
not generally used in the Dutch lan-