Abstract
Heineken was born in 1973 in Amsterdam. The company grew with its brand image and acquired international recognition in a momentum which was fairly gradual. One of its key product which is beer was being exported to Dutch India which is now called Indonesia. Further, in 1876 France was identified as the first external market to open the brand Heineken. This external market developed and flourished despite the exportations that had emerged in a far advanced manner from the two war periods.
It was not until an April day in 1933 when the state of New York saw a load of beer from Heineken arrive in Hoboken. This event took place exactly three days after the lift of the prohibition. Therefore, this was indeed the day when the first legal unloading took place in New York. Hence Heineken has been regarded as the first brand of beer which was imported into the United States.
What can one expect, when the beer market booms and grows in the wealthy American equity market? Indeed, it was from this time that the brand gained international recognition. This resulted in increased production thereby, contributing to the overall development of the company.
Coming down to the next continent i.e. Asia. It was in the 30s' that Heineken gained a substantial position in the Asian market. Heineken would not have achieved this position if it were not for the joint venture with the company Fraser and Neave, and the brewery 'Mayalan Breweries' in Singapore.
It was a time for partnership and with the intervention of local entrepreneurs, Heineken produced its beer in breweries across Surabaya (Indonesia), Brussels and Leopoldville.
The 50s' and the 60s' were also important years. The development of the export zone and the presence of numerous breweries in Western Africa was witnessed by Heineken during the 50s' and the 60s'.
In the 70s' and the 80s', Heineken set out to conquer Europe by acquiring a large number of participation in the European brewery business.
Thus, 1998 saw 19.4 million hectoliters of beer from Heineken being sold across the world
