125 years a household word
in the brewing industry
AMSTEL LAGERBEER BREWERY, AMSTERDAM
Rich history of Amstel Brouwerij
Amstel
a
Front cover of what is probably the very first Amstel corporate brochure, dating from 1910.
For a company the future is many times more
interesting than the past. And yet there are those
moments when you simply take a look back, delve
in your history and bring back memories. In 1995
it will be exactly 125 years since the Amstel
Brouwerij was first established. Reason enough
for The World of Heineken to take a good look at
the History of Amstel.
o
f
r fhe date is 11 June 1870. A tod
dler, hardly knee-high, lays the
first stone for the brewery called
'De Pesters, Rooy Co.'. It was E. de
Pesters, the son of Jonkheer C.A. de
Pesters who, together with J.H. van
Marwijk Rooy, took the initiative for
the construction of a brewery which
was later to become known world-wide
as the Amstel Brewery. The brewery
took its name from the Amstel River
which flows through Amsterdam. On
25 October 1871 brewmaster Wagner
produced the first brew, and three
months later the brewery supplied the
first Amstel beer to its Amsterdam
customers.
IVo logic
At that moment Holland had 560
breweries. There seemed no logic in
THE WORLD OF HEINEKEN
