I don't think we were put on this
to do one another down, it's distas
and unnecessary
when I hire someone,
I do it by instinct
Culture
Money
Other success factors also contributed to Heineken's rapid
growth. Firstly, there was the unique Heineken culture. Although
Heineken was listed on the Amsterdam stock exchange, the
workforce still regarded it essentially as a family company. Their
loyalty to the company and the pride they took in it gave
Heineken the added élan and determination which were essential
to success. Heineken people put their heart into the business
then, as they still do today.
Key staff had an important role to play in promoting the Heineken
culture. Alfred Heineken chose his managers with great care.
Consistently over many decades, he was able to put the right
people in the right places. "When I hire someone, I do it by
instinct. I have to 'impregnate' them with my vision. In that
respect, I'm like an old guru."
Another key factor was finance. Alfred Heineken realised that
growth would cost a lot of money. He made sure ample funding
was available for acquiring other companies and tapping new
export markets. He was prepared to make these major
investments because he was convinced of Heineken's growth
potential. At the same time, he was a shrewd businessman who
never took unnecessary risks: "Keep moving forwards, that's the
