Heineken Case Study
Heineken International is a Dutch brewing company, founded in 1864 by Gerard Adriaan Heineken in Amsterdam. It owns over 190 breweries in more than 70 countries and employs approximately 85,000 people. Cruzcampo, Tiger Beer, Żywiec, Starobrno, Zagorka, Birra Moretti, Ochota, Murphy’s, Star and Heineken Pilsener are some of it’s well known brews all over the world.
Milestones of Heineken history;
1864 Gerard Adriaan Heineken buys the Haystack brewery on February 15th
1873 On January 11, HEINEKEN’s Bierbrouwerij Maatschappij N.V (HBM) is established.
1889 HEINEKEN is honored with the "Diplome de Grand Prix" at the World’s Fair in Paris
1900 HEINEKEN imports first beer into Africa.
1932 HEINEKEN co-founds Malayan Breweries and starts to brew Tiger for the first time
1933 After 13 years of prohibition, Heineken® sets foot on American soil
1937 HEINEKEN’s Nederlandsch-Indische Bierbrouwerij Maatschappij, Multi Bintang, begins operation
1939 HEINEKEN is listed on the Dutch stock exchange
1946 HEINEKEN enters Nigeria
1968 HEINEKEN acquires Amstel, its major rival in The Netherlands
1974 HEINEKEN acquires a majority stake in the Dreher Group
1975 A new Dutch brewery opens in Zoeterwoude, the largest modern brewery in all Europe at the time.
1991 The former Amsterdam brewery on the Stadhouderskade is converted to a Heineken museum which was renamed Heineken Experience in 2001.
2003-20010 HEINEKEN acquires Brau Union in Austria, Romania, Hungary, Czech Republic and Poland, the Krušovice Brewery in the Czech Republic, Scottish&Newcastle and the beer businesses (including its US and other export businesses) of FEMSA in Mexico and Brazil
2009 HEINEKEN announces the Heineken Africa Foundation to support and enhance the improvement of health for the Sub-Saharan African people.
2012 HEINEKEN acquires full control of Asia Pacific Breweries
Areas of activity
1. Which business areas do they operate in? Their approximate market shares in these businesses?
Milestones of Heineken history;
1864 Gerard Adriaan Heineken buys the Haystack brewery on February 15th
1873 On January 11, HEINEKEN’s Bierbrouwerij Maatschappij N.V (HBM) is established.
1889 HEINEKEN is honored with the "Diplome de Grand Prix" at the World’s Fair in Paris
1900 HEINEKEN imports first beer into Africa.
1932 HEINEKEN co-founds Malayan Breweries and starts to brew Tiger for the first time
1933 After 13 years of prohibition, Heineken® sets foot on American soil
1937 HEINEKEN’s Nederlandsch-Indische Bierbrouwerij Maatschappij, Multi Bintang, begins operation
1939 HEINEKEN is listed on the Dutch stock exchange
1946 HEINEKEN enters Nigeria
1968 HEINEKEN acquires Amstel, its major rival in The Netherlands
1974 HEINEKEN acquires a majority stake in the Dreher Group
1975 A new Dutch brewery opens in Zoeterwoude, the largest modern brewery in all Europe at the time.
1991 The former Amsterdam brewery on the Stadhouderskade is converted to a Heineken museum which was renamed Heineken Experience in 2001.
2003-20010 HEINEKEN acquires Brau Union in Austria, Romania, Hungary, Czech Republic and Poland, the Krušovice Brewery in the Czech Republic, Scottish&Newcastle and the beer businesses (including its US and other export businesses) of FEMSA in Mexico and Brazil
2009 HEINEKEN announces the Heineken Africa Foundation to support and enhance the improvement of health for the Sub-Saharan African people.
2012 HEINEKEN acquires full control of Asia Pacific Breweries
Areas of activity
1. Which business areas do they operate in? Their approximate market shares in these businesses?