Heineken

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  • Topic: Heineken brands, Beer, Heineken Pilsener
  • Pages : 19 (5178 words )
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  • Published : December 23, 2012
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History of the Heineken Company:
The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, three generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world’s leading brewing groups. Today Charlene de Carvalho-Heineken is delegate member of the Board of directors of Heineken Holding N.V.

In 1873 the brewery’s name changed to Heineken’s Bierbrouwerij Maatschappij (HBM), and opened a second brewery in Rotterdam in 1874. In 1886 Dr. H. Elion, a pupil of the French chemist Louis Pasteur, developed the “Heineken A-yeast” in the Heineken laboratory. This yeast is still the key ingredient of Heineken beer. In 1887 Heineken switched to the use of bottom-fermenting yeast.

The founder’s son, Henry Pierre Heineken, managed the company from 1917 to 1940, and continued involvement with the company until 1951. During his tenure, Heineken developed techniques to maintain consistent beer quality during large-scale production. Henry Pierre’s son, Alfred Henry “Freddy” Heineken, started working at the company in 1940, and 1971 was appointed Chairman of the Executive Board. He was a powerful force behind Heineken’s continued global expansion, and while he retired from the Executive Board in 1989, he maintained involvement with the company until his death in 2002.

After World War I, the company focused more and more on export. Three days after Prohibition ended in the United States, the first Heineken shipment landed as the first legal shipment of beer. From that day on, Heineken has remained one of the most successful imported beer brands in the United States.

Nowadays Heineken is one of the world's most famous beer brands in the world, operating in over 170 countries, with over 200 brands.

Business legal form, Product and Core values of company
Business legal form:
Content of the Code of Business Conduct:

- Employees shall respect all relevant laws and regulations (including self- regulatory agreements) that apply in the country in which they operate, amongst which applicable competition legislation. Wherever relevant laws and regulations are more restrictive than the provisions of this Code, these relevant laws and regulations prevail over the provisions in this Code.

- Employees shall apply all relevant HEINEKEN policies, procedures and standards in so far that these do not contradict local laws and regulations. To facilitate this, management will assure that these policies, procedures and standards are known internally.

- Given the nature of the company’s products, employees should specifically abide by the provisions of the HEINEKEN Alcohol Policy and its supportive rules and guidelines

Business Philosophy:
The most slogan of Heineken is short, easy to read and understand. This is the example slogan of Heineken.

- Amstel. Our beer.

- Celebrate football

- Taste life. Pure filtered.

- Let your tastes travel.

- Sooner or later you'll get it.

- John Smith's. No nonsense.

- Newcastle Brown Ale. The other side of dark.

- The one and only.

- A better beer deserves a better can.

- Heineken refreshes the parts other beers cannot reach. (1974)

- How refreshing! How Heineken! (1998)

- It's all about the beer.

- Lager beer at its best.

Products
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Heineken Premium Light is a light beer brewed by Heineken for the United States market. It was introduced in 2005. Heineken Premium Light has fewer calories, fewer carbohydrates and less alcohol than lager beer. The beer has 3.2% alcohol.

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Heineken Lager Beer was made by Heineken's Brouwerijen in Netherlands. The beer has 5% alcohol. Many calories in Heineken Lager are calories, protein and carbohydrate. No...
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