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Heineken

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This article is about the lager beer. For other uses, see Heineken (disambiguation).

Heineken Lager Beer
Heineken Pilsener
Current export bottle
TypeBeer
ManufacturerHeineken N.V.
Country of origin Netherlands
Introduced1873; 151 years ago (1873)[1]
Alcohol by volume 5.0%[2]
Colour7 EBC
StylePale lager
Original gravity1.044–1.048[citation needed]
IBU scale23[citation needed]
Related productsHeineken Oud Bruin
Heineken Premium Light
Heineken Tarwebok
Websiteheineken.com

Heineken Lager Beer (Dutch: Heineken Pilsener), or simply Heineken (pronounced [ˈɦɛinəkə(n)]), is a Dutch pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken N.V. Heineken beer is sold in a green bottle with a red star.

History

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On 15 February 1864,[citation needed] Gerard Adriaan Heineken (1841–1893)[3] bought De Hooiberg (The Haystack) brewery on the Nieuwezijds Achterburgwal canal in Amsterdam,[4] a popular working class brand founded in 1592. In 1873 after hiring a Dr. Elion (student of French chemist Louis Pasteur) to develop Heineken a yeast for Bavarian bottom fermentation, the HBM (Heineken's Bierbrouwerij Maatschappij) was established, and the first Heineken brand beer was brewed. In 1875 Heineken won the Medaille D'Or at the International Maritime Exposition in Paris and it began to be shipped there regularly, after which Heineken sales topped 64,000 hectolitres (1.7 million U.S. gallons), making them the biggest beer exporter to France.[citation needed]

Old Dutch bottle
James Bond 007 Edition
330 mL Heineken special bottle, limited. The name 'Verdinha' in this specific bottle is portuguese for "Little Green", which is the way many people call the brand in Brazil due the green color of the bottles.

In Heineken's early years, the beer won four awards:

The two awards that are still mentioned on the label are the Medaille d'Or and Diplome d'Honneurs.[8]

In 2013, Heineken joined other alcohol producers as part of a producers' commitments to reducing harmful drinking.[9]

In February 2013, Heineken stopped producing the brown bottles used for the Dutch market in favor of the green color of bottles it already used for exports.[10]

In 2014, Heineken celebrated its 150th anniversary. In 2015, Heineken won the Creative Marketer of the Year Award, becoming the second company to win the award twice.[8]

The original brewery where Gerard Adriaan Heineken first started making Heineken is now the Heineken Experience museum.[11]

Heineken 0.0

Heineken launched its first non-alcoholic beer in 2017, naming it "Heineken 0.0".[12] It was evaluated positively in terms of taste, with "almost the same taste" as the full-alcohol version, even though Heineken does not claim it to be of the same taste. It was also found to be lower in calories and sugar than a soda.[13]

Production

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Two glasses of Heineken beer

Since 1975, most Heineken-brand beer has been brewed at their brewery in Zoeterwoude, Netherlands.[1] In 2011, 2.74 billion litres of Heineken-brand beer were produced worldwide, while the total beer production of all breweries fully owned by the Heineken Group over all brands was 16.46 billion litres globally.[14] As of 2022, Heineken is sold in 192 countries.[15] They have also been incorporated with numerous beer brands in countries all over the world, including Mexico, China, Australia and various countries in Africa.

Advertising

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Heineken sponsoring the 2011 UEFA Champions League final

Heineken was the major sponsor of UEFA Champions League and the UEFA Super Cup, UEFA Euro and Rugby World Cup; major sponsorship of Rugby Union had begun in Wales with the Welsh Premier Division competition.

In 1989 "10 Green Bottles Hanging On The Wall" was a popular advert.

Dating back to 1997's Tomorrow Never Dies,[16] Heineken has retained a longstanding relationship with the Bond franchise, consecutively being featured in 8 of their films, including No Time To Die (2021).[17] While it is usually the supporting characters seen drinking Heineken, Bond himself is seen drinking Heineken beer in Skyfall (2012) and Spectre (2015). As a long-term brand investment, Heineken reportedly spent $45 million for its inclusion on Skyfall alone, some $25 million more than Bond actor Daniel Craig's pre-residual salary.[18] As of 2015, it is the brand's largest global marketing platform.[19]

In 2016, Heineken became the Official Beer of the FIA Formula One World Championship starting from the Canadian Grand Prix.[20] During races, Heineken also puts its "When You Drink, Never Drive" advertising campaign all over the race as a campaign to end drunk driving.[21]

In August 2021, Heineken signed a multi-year deal with W Series as the global partner for all-Women single-seater racing series.[22]

Starting with the 2020–24 cycle, Heineken became the sponsors of UEFA Europa League and UEFA Europa Conference League through Heineken 0.0 brands. In 2023, Heineken celebrated its 150th anniversary.

The Boring Phone

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Heineken in collaboration with Bodega released a transparent dumbphone called "The Boring Phone".[23] It was made by Human Mobile Devices and was unveiled at Milan Design Week on April 18, 2024 with a party and only 5,000 units were manufactured.[24] It lasts for a week on standby mode using a single charge and provides around 20 hours of talk time (2G) and 6 hours of talk time (3G/4G) and cannot download apps. An app has been launched called "The Boring Mode" which has the ability to block apps for people who can't get their hands on a Boring Phone. It also has some games also featured on the Boring Phone like 1-Bit Email, Quick Snake, Taxi App, Sports Check, a Camera, etc.[25] The Boring Phone charges with Micro USB, has 128MB internal storage, a MicroSD slot up to 32GB and a 1450mAh removable battery. It supports 2G, 3G and 4G technology with Bluetooth 4.2 and an AV (audio-video) jack. It also has FM radio, Dual SIM, a 0.3MP camera, internal 2.8" QVGA display and external 1.77" QQVGA. Its dimensions are 108 x 55 x 18.9mm and weighs 123g.[26][27]

Activities in Russia

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At the end of March 2022, over a month after Russia started its war in Ukraine, Heineken announced that it was leaving Russia (including with its other brands there, like Affligem, Amstel etc.), saying that ownership of the Russian subsidiary was no longer “durable or viable.” But despite this promise Heineken hired more than 240 new staff and launched 61 new products on the Russian market last year[when?], according to investigators from Follow the Money,[28] based on an overview of 2022 by Heineken Russia. The Dutch brewer’s Russian subsidiary looked back on “a turbulent year, with many new growth opportunities.” One of these opportunities being the departure of Coca-Cola and Pepsi from Russia, which Heineken "cynically" used to "enter the non-alcoholic carbonated beverage market". Heineken announced even more investments for 2023, including more modern packaging and new flavors.[29][30][31] However, in August 2023, the company announced it had received necessary approvals to sell its Russian operations to Arnest Group for €1, completing its withdrawal process. The company expected a total loss of $323 million as a result of the deal.[32]

References

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  1. ^ a b "Heineken geschiedenis". heineken.nl/. Archived from the original on 2 May 2007. Retrieved 28 April 2007.
  2. ^ "Beeradvocate.com: Heineken Lager Beer". beeradvocate.com. Retrieved 19 January 2017.
  3. ^ Frijhoff, Willem; Spies, Marijke (2004). Dutch Culture in a European Perspective: 1900, the age of bourgeois culture. Uitgeverij Van Gorcum. pp. 503, 581. ISBN 978-90-232-3965-9.
  4. ^ "Ons Amsterdam | Heineken neemt hooiberg over". onsamsterdam.nl (in Dutch). FIZZ Marketing & Communicatie. Retrieved 27 February 2022.
  5. ^ a b c d "Get the facts". Heineken International. Archived from the original on 29 March 2007. Retrieved 1 May 2007.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
  6. ^ "The Monthly Chronicle of North-country Lore and Legend". Walter Scott. 1 January 1887. Retrieved 15 September 2016 – via Google Books.
  7. ^ "Archived copy". Archived from the original on 21 October 2016. Retrieved 7 February 2016.{{cite web}}: CS1 maint: archived copy as title (link)
  8. ^ a b "Our History". theheinekencompany. Retrieved 13 April 2015.
  9. ^ "Beer, Wine and Spirits Producers' Commitments Mark Two-year Progress Toward Reducing Harmful Drinking". prnewswire.com (Press release). International Alliance for Responsible Drinking. Retrieved 15 September 2016.
  10. ^ "Na 80 jaar bruin wordt het Heinekenflesje groen". ad.nl. Algemeen Dagblad. Retrieved 14 May 2018.
  11. ^ "Holland Pass". Heineken Experience. N.p., n.d. Web. 14 April 2015.
  12. ^ Newhart, Beth (10 January 2019). "Alcohol-free Heineken 0.0 lands in the US". beveragedaily.com. Retrieved 2 June 2020.
  13. ^ "Heineken 0.0 Non-Alcoholic Beer Taste Test: Nice Or Not?". 8 Days. Retrieved 25 February 2021.
  14. ^ "Annual Report 2011". Heineken International. Archived from the original on 14 March 2014. Retrieved 18 March 2012.
  15. ^ "The Heineken story". Heineken. Retrieved 30 September 2022.
  16. ^ "The name's Bond..." Heineken Commecial - Tomorrow Never Dies (1997), retrieved 2 February 2023
  17. ^ No Time to Die | Worth The Wait, retrieved 2 February 2023
  18. ^ Koehl, Victoria (18 September 2021). "'Skyfall': Heineken Reportedly Paid an Estimated $45 Million for Product Placement Despite James Bond's Love of Martinis". Showbiz Cheat Sheet. Retrieved 2 February 2023.
  19. ^ "The HEINEKEN Company - Age Gate". www.theheinekencompany.com. Retrieved 19 September 2018.
  20. ^ "Heineken announces global partnership with Formula One Management". Formula1.com. Formula One World Championship Ltd. 9 June 2016. Retrieved 9 June 2016.
  21. ^ Roderick, Leonie (15 June 2016). "How Heineken is revising its sponsorship strategy with F1 deal". Marketing Week. Retrieved 14 May 2022.
  22. ^ "Heineken® multi-year W Series partnership to start in Spa". wseries.com. 26 August 2021. Archived from the original on 7 August 2022. Retrieved 1 September 2021.
  23. ^ "We're more than 150 years old". www.heineken.com. Retrieved 19 August 2024.
  24. ^ "Heineken® wants to dial up your social life with "The Boring Phone"". www.hmd.com. 30 April 2024. Retrieved 19 August 2024.
  25. ^ "The Boring Mode - Apps on Google Play". play.google.com. Retrieved 19 August 2024.
  26. ^ "Heineken's Boring Phone Wants to Take You Back to a Simpler Time". CNET. Retrieved 19 August 2024.
  27. ^ "Heineken N V/S ADR (HEINY) Quote - Press Release". The Globe and Mail. Retrieved 19 August 2024.
  28. ^ Follow the Money (FTM) is a Dutch independent news website for financial-economic investigative journalism of approximately thirty journalists – some employed, some freelancers. See Follow the Money on the Dutch Wikipedia, or their website (in Dutch).]
  29. ^ Heineken still investing in Russia despite promises to stop, NL-Times, 21 february 2023.
  30. ^ 'Heineken investeert nog steeds in Rusland', NOS Nieuws, 21 February 2023.
  31. ^ Heineken breekt belofte en investeert toch in Rusland ('Heineken breaks promise and (continues to) invest in Russia'), Follow the Money, 21 February 2023.
  32. ^ Kennedy, Niamh (25 August 2023). "Heineken sells Russian business for $1 as it completes exit | CNN Business". CNN. Retrieved 25 August 2023.
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