The Secret Behind 'Heineken,' Selling 10 Billion Bottles a Year

[Hidden Business Story] Heineken's 147-Year History, Selling 8 Trillion Won Annually
Beloved for Various Marketing Emphasizing Core Value 'Enjoyment'
Promoting 'Responsible Drinking Culture'... Advertising Through Products, Promotional Materials, and Sponsor Billboards

[Asia Economy Reporter Shinwon Yoon] The green bottle with a striking red star, 'Heineken,' sells 25 million HL (hectoliters) annually, which translates to over 10 billion bottles (cans). Starting from a small brewery in Amsterdam, Netherlands, Heineken has been sold in more than 190 countries over 147 years, establishing itself as a world-leading lager brand generating $6.77 billion (approximately 8.029 trillion KRW) in annual revenue.

Heineken began in 1873 when a young entrepreneur, Gerard Heineken, acquired a beer production factory in Amsterdam and named it after himself. At that time, gin with over 40 degrees alcohol content was mainly distributed in the Netherlands, and beer was not popular. However, Gerard Heineken saw the potential of lager beer at an international beer exhibition and started producing lager beer using the German bottom-fermentation method (a process where fermentation occurs at low temperatures causing yeast to settle).

The bottom-fermentation method, which requires fermentation at low temperatures (9?12 degrees Celsius), needed a lot of ice, so in the 1870s, when cooling facilities were unavailable, beer production was limited to winter only. However, Heineken requested German engineer Carl von Linde to develop cooling equipment, and from 1881, Heineken became the first in the Netherlands to produce beer year-round, not just in winter.

The 'A-yeast' strain, inseparable from Heineken, was also developed by Gerard Heineken. In 1886, Gerard Heineken hired Hatok Elion, a disciple of Louis Pasteur, to enhance the beer's flavor, resulting in the development of the unique bitter-tasting A-yeast. At the World Beer Expo held in Paris at the time, Heineken received the 'Grand Prix' awarded to the best beer, earning a reputation for a taste that "needs no further validation." This yeast is still used in Heineken beer today.

Auditorium Heineken [Source - YouTube Capture]

Heineken: The Beer to Drink While Watching Soccer

Besides its globally recognized taste, another reason Heineken is loved is its exceptional marketing skills. Heineken embraces enjoyment, respect, and passion as its core values, which are also reflected in its marketing strategies.

Especially, marketing using 'sports' is Heineken's specialty. Considering that many people enjoy beer while watching sports games, Heineken began sports marketing in 1995. It established the 'Heineken Cup,' a European rugby tournament, in 1995 and became the official sponsor of the European football league 'UEFA Champions League' in 2005. In 2010, it also signed an official partnership with the British football club Manchester City FC.

Among these, Heineken gained fame as "the beer to drink while watching soccer" thanks to the 2009 football event called 'Auditorium.' On October 21, 2009, many soccer fans focused on the Round of 32 group match between Spain's Real Madrid and Italy's AC Milan. Heineken prepared a fake classical concert in Italy at the same time as the match and persuaded AC Milan fans?whether lovers, family, or employees?to attend the concert. A total of 1,136 soccer fans were reluctantly drawn to the concert and had to listen to classical music. However, as the match time approached, the performers played the Champions League theme song, and a subtitle appeared on the screen behind the stage: "How could you think of missing this fantastic match? Real Madrid vs. AC Milan is starting now. Let's enjoy it together." The screen then showed the caption 'Heineken, Made to Entertain' along with the match broadcast.

This event was broadcast live on Italian TV, watched by 1.5 million people, and over 5 million people visited the Heineken website within two weeks to watch the video. Without hiring any famous actors or models, Heineken achieved tremendous advertising effects. This event, which conveyed Heineken's core brand value of 'enjoyment' while resonating with soccer fans, is still regarded as one of Heineken's greatest events even after 11 years.

(Photo by Heineken)

"Enjoy Heineken, Responsibly"

Although Heineken is an alcoholic beverage company, it promotes a 'responsible drinking culture.' The campaign 'Enjoy Heineken Responsibly' has been ongoing since 2004. As part of this campaign, Heineken only advertises alcoholic beverages in countries where at least 70% of the population is of legal drinking age, and only hires models aged 25 or older. Furthermore, when featuring models in advertisements, they are not portrayed as successful or attractive figures.

Heineken also produces advertisements warning against excessive drinking and, conversely, uses famous models to promote these warning ads. For example, in South Korea in 2010, Heineken held an event to prevent drunk driving by having novice drivers registered at the Gangnam Police Station pledge not to drive under the influence and allowing them to apply for limousine services.

To prevent alcohol misuse and abuse, Heineken ensures that campaign slogans are included not only on products but also on promotional materials and sponsor billboards, striving to establish a culture of responsible drinking.

This content was produced with the assistance of AI translation services.