63 Heineken Unit 3 Assignment
Heineken
Consolidation:
Heineken was introduced in 1873 in the Netherlands. On February 10 1864, Gerard Adriaan Heineken bought the haystack brewery in Amsterdam. In 1873 after hiring Dr. Elion developed a Heineken yeast and was established; the first Heineken beer was brewed. In 1987, is when Heineken sales topped 1.7 million gallons, making it the biggest beer exporter in France. In 1914, it expanded its production to other continents and entered into Asians markets in 1929. A year before 1929 it began to target international audiences. In the 1930s the symbol became associated with communism after the second world war. The brewery swapped it to the white star before putting it back to the original after the fall of the Soviet Union in 1991. Now in today’s world Heineken is offered in over 200 countries. In 2021 America was granted the highest percentage with 37% average between the other countries. These other countries have a percentage with Europe at 34%, AMEE at 17% and Asia pacific at 13%.
Marketing & Branding:
In 1954, the brewery introduced the oval logo with Heineken written in the middle. Freddy Heineken wanted to be creative and wanted to make the words rounded. Heineken was introduced in 1873 in the Netherlands. Heineken sales topped 1.7 million gallons, making it the biggest beer exporter in France. On February 15th, 1864 Heineken beer was brewed all around the world in more than 70 countries. A global range also includes more than 300 international, local, regional and craft beers. In 2005 America was introduced to Heineken light. It contains fewer calories and carbs and only has 3.2% of alcohol. Also, in 2019 Heineken came out with a beer with 0% alcohol. It tastes just like a beer with zero alcohol in it. There are only 69 calories in it. The difference is that removing the alcohol you still get the same beer with malty and fruit flavors.
Modern Era:
During the UEFA Champions league and Rugby World Cup. There is major sponsorship in the Rugby Union that began with the Welsh Premier Division competition. Heineken sold over 1 million pints at an MLS back in 2014. Back in 1997 Heineken was produced in 7 of the James Bond movies. FIA Formula One World Championships and starting from the Canadian Grand Prix. Also in August 2021, all women single seat racing signed a multi-year deal with Heineken.
Heineken 0.0 is a non-alcoholic beverage that still tastes like beer. It was launched in 2019 as part of a U.S campaign. The campaign called it “Now You Can” to help advertise health-conscious consumers. An ad in the New York City newspaper said “Beer after hot yoga? #NowYouCan”. It tastes just like a beer with zero alcohol in it. There are only 69 calories in it. The difference is that removing the alcohol you still get the same beer with malty and fruit flavors.
Multimedia: 
Multimedia was a big part of Heineken sports leagues such as rugby and soccer is a big part with sponsors. During the UEFA Champions league and Rugby World Cup. There is major sponsorship in the Rugby Union that began with the Welsh Premier Division competition. Heineken sold over 1 million pints at an MLS back in 2014. Back in 1997 Heineken was produced in 7 of the James Bond movies. Heineken was one of the biggest brands globally in the marketing platform in 2015. In 2016, Heineken was the official beer for the FIA Formula One World Championships and starting from the Canadian Grand Prix. Also in August 2021, all women single seat racing signed a multi-year deal with Heineken.
Formula 1 Race commercial:
References:
What Is Heineken Beer? (History, Ingredients & Style) (renegadebrewing.com)
Beer and brewing | The HEINEKEN Company
