Case Study: The Heineken Foundation

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had an interest in 4 breweries in the Netherlands and 24 abroad, including properties in Egypt, Italy, Venezuela, Angola and the Belgian Congo (today Zaire). In 1963 The Heineken Foundation was established to give a bi-annual award to outstanding scientists in the field of biochemistry, including microbiology and the germinating physiology of seeds. In 1964 A new international logo was introduced, for labels, coasters and other visual designs. Among these were the famous 'Heineken lips ', the two red semi-circles enclosing the black stripe and name on the coaster. The style had remained the international icon by which the brand is still known. In 1967 the first fully automated filling line for draught beer was installed in the brewery in Rotterdam. Simultaneously, a new keg type with a built-in extractor tube, the Sankey keg, that fits the new filling line, was put into use. It was introduced gradually in the whole country. Heineken also embarked upon computerized data processing. In 1968 Heineken took over Amstel Brouwerij N.V. as well as soft drinks producer Vrumona N.V. in Bunnik (the Netherlands), thus securing its share in the Netherlands internal market, which was heavily under threat from foreign competitors. The first Heineken advertisements appeared on TV. Increasingly at home in the world, Heineken was still a foreign guest in Europe. While it had a top position as an import in the premium segment of the market, it was not dominant in the European market as a

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