All Your Need to Know About Your Favourite Heineken Beer & Its Branding

Markus Reed | News Aug 05, 2015

Heineken brewery was established in Amsterdam in 1864 and today Heineken is a huge multinational company, one of the three largest beer producers in the world. Throughout its history, Heineken remained by and large family company, with Charlene de Carvalho-Heineken as its biggest stockholder and her husband Michel on the company’s board. Heineken’s rich and successful history has been presented in their old defunct brewery in Amsterdam, with several amusement park attractions added to the exhibit and renamed as Amsterdam Heineken Experience.

Their flagship brand, Heineken, is a progressive and innovative leader. From its origins as a 19th-century local beer, brewed in Amsterdam, it has transformed into a global icon. Sold in more than 170 countries, Heineken is the world’s most international premium beer brand.

Brewing beer is a 100% natural process. Heineken got its start when its founder fundamentally improved the process by which beer was made in a brewery that had existed for 251 years. The basic recipe is still closely guarded, and the principles of its success have remained the same - quality ingredients and a perfectly controlled brewing process. Heineken beer is made from the purest ingredients. They only use water, malted barley and hops.

Heineken Beer is a super-inoffensive lager with a stronger, bitterer taste than most internationally mass-produced lagers. It’s perfectly carbonated, pours a straw yellow colour, with little or no head to speak of. It goes down smoothly when it’s ice cold.

Heineken has partnerships across a range of relevant sectors, including long-running sports partnerships, music and film.

Sports:

The Heineken brand has a long-standing sponsorship of the UEFA Champions League. The global, premier sporting event fits perfectly with the Heineken brand, being the world’s most international premium beer.

Movies:

In 2012, Heineken extended its 15-year partnership with the similarly premium and iconic Bond brand, with the release of the James Bond film SKYFALL. The campaign included a television/online spot launched simultaneously in over 100 countries. Local markets activated the sponsorship with their own twist based on a ‘Crack the Case’ scenario.

Music:

Music festivals and live music events are the ideal platforms for engaging their target audience. They’re sociable, they have beer enjoyment at their heart, and they are not just about the music; they’re about interaction and unexpected moments. Their strategy is all about providing these unexpected moments, which music consumers can share with their friends and family at home, via YouTube and Facebook.

The Heineken brand is a key strategic asset and the undisputed leader in the international premium segment (IPS).

Heineken Beer has consistently outperformed the overall beer market, the international premium segment, and even their own portfolio over the past several years. They aim to excite their consumers with effective global marketing platforms, such as the current ‘Open Your World’ campaign. They continue to explore opportunities to introduce Heineken Beer into new markets in response to the growing consumer demand for high quality, premium beer brands around the world.