International Marketing Strategy Of Heineken

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.

Alfred Heineken developed a strategy to change that and began producing beer within European countries. In 1971 Alfred Heineken was appointed Chairman of the Executive Board. A glance at Heineken abroad revealed an expanding roster of interests: Malayan Breweries in Singapore; Perusahaan Bir Indonesia bottle manufacturers Boukin in Zaire; Bralima, Zaire, Bralirwa, Ruanda, Brarudi, Burundi, Brasserie de Brazzaville in the People 's Republic of Congo, Kumasi Brewery in Ghana, Nigerian Breweries, Ibecor in Brussels, Antilliaanse Brouwerij, Curaçao, Brasserie Lorraine, Martinique, Surinaamse Brouwerij in Paramaribo, Athenian Brewery in Athens, and Albert Maltings in Belgium. In 1972 Heineken acquired a majority participating interest in the share capital of Holding Company l 'Espérance, which was the French ALBRA group, then the third largest brewing group in France. In 1973 On the occasion of the hundredth anniversary of the company, the Executive Board donated NLG 100,000 to three social-medical organisations located in cities in the Netherlands that had Heineken

In 2003 the acquisition of Brau-Beteiligungs A.G. (BBAG) in Austria, the largest acquisition in the history of Heineken, significantly extended the lead of Heineken in Europe, where Heineken was already the largest brewer. Through this acquisition, Heineken was now also market leader in Austria, Romania, and Hungary and consolidated leading positions and brand portfolios in Poland and the Czech Republic. In 2004 the business was further shaped through acquisitions and joint ventures, ensuring the creation of value. In Russia and China the position of Heineken was strengthened through acquisitions and in the USA an agreement was concluded with FEMSA in Mexico to distribute their strongly growing brands. In South Africa, Brand house was launched, a joint venture with Diageo and Namibia Breweries. In Australia Heineken entered in to a joint venture with Lion Nathan. The first comprehensive sustainability award is published for the period 2002-2003, presenting a thorough and broad overview of activities worldwide. In recognition of the continuous focus on corporate sustainability, Heineken was awarded the prestigious Dutch ACC Award for best sustainability