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Heineken Beer was an instant profit. Within several years, he had established a second brewery in Amsterdam and initiated a third factory in Rotterdam by 1873. The Haystack terminated long ago, but it continues a potent symbol of the history and growth of the company, with every Heineken brewery throughout the world sporting a Haystack bar.
Heineken Beer, which merged with its high Amsterdam rival, Amstel in 1968, grew to control the Dutch market, accounting for half the Beer produced in the country. The corporation was busy in export markets for many years, but its global success was, built by the remarkable figure of Alfred Heineken, known as Freddy, who departed in 2002 after a career spanning 60 years with the Heineken brewery.
When Freddy's, grandson the founder, joined Heineken Beer it was a public company, but he was determined to restore it to his family control. With the support of the banks, he accomplished this aim in 1954 and set about turning Heineken Beer into a global giant.
He thought in strong branding. He deposited such folksy images as Dutch windmills and achieved worldwide success by putting his Beer into charming green bottles with a red star logo. Today 80 percent of Heineken’s Beer income comes from abroad sales, though the company’s appearance in the Dutch business is daunting: Grolsch, based in Enschede near the German border, is an extra big export brewer but is tiny related to Heineken.
The Rotterdam plant was built solely for export. It became surplus to demands when breweries were, placed abroad, and Heineken Beer now supplies the Dutch market with plants at Zoeterwoude and Den Bosch, the last 50 kilometres south of Amsterdam. The central Amsterdam brewery ended in 1988 and is now a visitor centre and museum called the Heineken Experience that pulls in 300,000 visitors a year.
Zoeterwoude is the most advanced brewing plant in Europe and is so huge that visitants have to tour it by bus.
There are four million litres of spring water are, stored on site, simultaneously with 11,000 tonnes of malt. There are six brewing streams, with generation running at 560,000 glass bottles an hour from 14 bottling lines.
When the Haystack brewery was, obtained by Gerard Heineken, the pilsner revolution was in full swing in central Europe and Scandinavia. Dr H Elion, a student of Louis Pasteur, isolated a pure strain of brewer’s yeast suitable for cold fermentation for Heineken Beer, and this culture is still used throughout the world to produce the group’s Beers.
Heineken’s master brewer at Zoeterwoude, Jean Bohman, explained that 5% Heineken, known either just by that name or as Heineken Pilsner, is “the building bricks of the company.
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