The documentary covers many aspects
of HEINEKEN's business, from its
beginnings to the present day
HEINEKEN's passion
for quality is apparent
throughout the film
Personal insights from members of the
Heineken family
touched every aspect of family, Company
and brand.
The film tells the story from the very first
beer sold by Gerard Heineken from the
back of a cart in Amsterdam in 1864,
through to the pioneering adventure,
relentless pursuit of quality, persistent
innovation, environmental sustainability,
celebrated sports and music events, and
the highly publicised kidnapping of the
family patriarch, Freddy Heineken, and
the epic expansion that ensured the
Company's survival in an increasingly
competitive world.
Louisa herself was most in awe of the
pioneering spirit of her family and those
responsible for the early expansion, such
as the development of Malayan Breweries
to brew Tiger in 1932. "Having been on
the road for so many months over the last
year, I realised just how much we take
modern means of transport for granted.
For the earlier explorers in the Company,
heading to far-off lands must have
been revolutionary, exciting and highly
challenging," she says.
Serious and Light-Hearted
A mix of innovative stop-motion
animation, graphics and archive material,
together with new footage shot in more
The film included a range of interviews with key
HEINEKEN employees, past and present
than 13 countries over the course of the
year, ensure that the viewer's attention is
held throughout. And there's no shortage
of humour either, with production lines
dancing to an original music score and
classic one-liners from the likes of Freddy
Heineken, who, after his release, joked,
"They tortured me for three days. They
made me drink Carlsberg!"
The Magic of HEINEKEN is guaranteed
to yield a number of 'aha!' moments and
'have-to-talk-about' facts for beer and
non-beer lovers alike. For example, did
you know that a clone of the original
Heineken® yeast, developed by a student
of Louis Pasteur in 1886, is still used
today? Or that in 1961, during President
Kennedy's visit to Austria to meet Russian
President Nikita Khrushchev, he requested
that Heineken® be stocked on Air Force
One? For Louisa, however, the most
memorable moment is one from recent
history. "Our trip to Nigeria had a big
impact on me," she says. "Seeing the
work of all those involved in the Heineken
Africa Foundation was a truly inspiring
experience, and one which I'll never
forget."
Stay tuned for more on how you can view
the film in its entirety and continue to
share in the magic of HEINEKEN...
Quarter 3 2012 World of HEINEKEN I 35
