1931
1948
1975
2012
2010
1933
2009
1988
1968
HAPPY BIRTHDAY
HEINEKEN opens
Malayan Breweries
with Fraser Neave
and, in 1932, starts
to brew Tiger beer.
With a passionate
belief in brands and
marketing, Alfred
Eleineken begins a
radical modernisation
of the Company. He
once said, "Had I
not been a brewer,
I would have been
an advertising man."
This year, branded
Heineken® bottles
of beer go on sale,
putting branding at
the forefront.
A new brewery is opened
in Zoeterwoude, in the
Netherlands. Considered
the most advanced
brewery in Europe, it has a
production capacity of 1.5
million hectolitres per year.
HEINEKEN acquires
full control of Asia
Pacific Breweries
(APB), which
significantly increases
HEINEKEN's exposure
to growth markets.
HEINEKEN acquires
the beer businesses
of FEMSA in Mexico
and Brazil.
Heineken® beer is
the first imported
beer in the USA,
three days after
prohibition is lifted.
The Heineken Africa Foundation,
designed to support and enhance
the improvement of health for
people in Sub-Saharan Africa,
is established.
The original
HEINEKEN brewery in
Amsterdam brews its
last beer. In 1991, the
site of the brewery
is converted into an
interactive attraction
dedicated to the
world of HEINEKEN.
It is renamed The
Heineken Experience
in 2001.
On New Year's Day 1968,
Heineken® broadcasts its
first television commercial
in the Netherlands, the first
beer company in the country
to do so. Later that year
HEINEKEN acquires Amstel,
its major domestic
Edition 1 201A World of HEINEKEN 15
