It is time now for another sip of great beer. If Carlsberg is probably the best beer in the world, Heineken is probably the best known. With over 130 breweries in more than 65 countries the company brews and sells more than 170 international premium, regional, local and specialty beers, of which Heineken keeps the top of the list.
Heineken is a Dutch company founded in Amsterdam, the hart of land that produces the best beers, by Gerard Adriaan Heineken, a 22 year old business-man, who purchased "The Haystack" brewery in 1864. Gerard Heineken decides to switch from traditional top fermentation to the Bavarian method of bottom fermentation, a totally different technique that produces a clearer, purer beer, which keeps longer. The new beer is known for its quality and is called 'Gentleman's Beer' as opposed to 'Workman's Ale'.
Heineken continues to expand, struggling between concessions to the market and its belief in the high quality, and price, standards that put it on the map in the first place. Guided by Gerard Heineken's philosophy that, "A good product is recommended by its use alone," the company refuses to deploy advertising seriously, seeing it as useless and rather low-class. Even if that was the case back then, nowadays the company has one of the widely known and recognized brands in the word.
Heineken brand uses two logo designs - the Authenticity logo and the Star-Heineken logo. Authenticity logo has been specially developed to communicate and reinforce the brand’s brewing quality, heritage and authenticity and it is used primary in direct beer related items. Star-Heineken logo was developed to communicate and reinforce the fact that Heineken is a modern and energetic brand. It is usually applied in communication, sponsorships, merchandise and packaging and it reflects the character of the brand better.
Today, the company’s new approach to sustainability is characterized by an integrated ‘green’ vision for all aspects of the company's operations. It has adopted innovative ways at looking at its business processes and recognizes the role it should play in creating a better future.