10 фактов, которые интересно знать о Heineken (видео)

Интересное

ХайнекенПиво Heineken варится уже более 150 лет и этот голландский бренд в настоящее время производит более 300 сортов пива и сидра по всему миру.

Сегодня Heineken является вторым по величине пивоваром в мире.

 

А вот еще 10 интересных фактов о Хайнекен

 

1. Heineken не немец

 

Не смотря на свое название и популярность, Heineken отнюдь не имеет немецкого происхождения. Компания была основана в 1864 году Жераром Адрианом Хайнекеном, который приобрел амстердамскую пивоварню De Hooiberg. Этот пивзавод был введен в эксплуатацию в 1592 году. А в 1975 году производство было перемещено из Амстердама в Зутервауде — провинцию в Южной Голландии.

 

Читайте также: Пиво и пивоваренные компании Голландии

 

Таким образом, Хайнекен является голландцем, а ее дочерними предприятиями являются мексиканский, ямайский, гаитянский, итальянский, английский, ирландский, бельгийский, американский и, с недавних пор, эквадорский пивзаводы.

 

2. Heineken NV выпускает лагеры, эли и сидр

 

Newcastle Brown AleХайнекен имеет короткую линейку сортов своего пива. Что, конечно же, является преимуществом бренда. Список фирменных продуктов компании включает: Heineken, Heineken Light и Heineken 0.0.

Тем не менее, его список сортов дочерних компаний длинный и охватывает весь земной шар. Компания производит:

  • мексиканские Tecate, Dos Equis, Sol, Bohemia, Carta Blanca и Indio;
  • ямайское Red Stripe;
  • самое продаваемое пиво на Гаити Prestige;
  • Tiger Beer в Юго-Восточной Азии;
  • итальянcкое Birra Moretti.

 

Читайте также: HEINEKEN ЗА ПОСЛЕДНИЕ ТРИ ГОДА ЗАКРЫВАЕТ ТРЕТИЙ ЗАВОД В РОССИИ

 

В мае 2019 года она приобрела контрольный пакет акций Biela y Bebidas del Ecuador SA Bielesa, производителя Biela Ecuador.

Компания Хайнекен также производит

  • британский Newcastle Brown Ale;
  • ирландский Murphy’s Stout;
  • бельгийское Affligem Blonde;
  • амстердамский Amstel Light.

 

Кроме того, пивоваренный концерн Heineken производит безалкогольные и слабоалкогольные пивные бренды Buckler и Sagres

 

StrongbowВ последние годы компания приобрела несколько крафтовых пивоваренных заводов, в том числе:

  •  Lagunitas в США;
  • Beavertown и Brixton Brewery в Великобритании;
  • Belize Brewing Co. и Oedipus Brewery в июне 2019 г. в Амстердаме.

Хайнекен также владеет крупнейшим в мире производителем сидра Strongbow.

 

3. Крупнейший нидерландский пивовар Heineken выпускает пиво со вкусом текилы

 

DesperadosВ 2012 году Heineken приобрела Desperados. Хотя метод производства Desperados оставляет вкус текилы, технически бренд классифицируется как солодовый напиток.

Desperados был создан специально для молодежной аудитории. Его легкий оригинальный вкус без привкуса горечи отлично подходит для различного рода вечеринок, ночных клубов, — словом, любого веселого времяпрепровождения.

 

Читайте также: Компания HEINEKEN запустила в Беларуси социальную кампанию «Селфи на рассвете»

 

Пиво Desperados от Heineken пьется не из стакана, а прямо из бутылки и подается всегда охлажденным с кусочком лайма или лимона (напоминание о текиле)

 

«Король вечеринок» Desperados (Original, Red, Lime, Mojito, Nocturno – с захватывающим вкусом смешанных спиртов темного рома, мескаля и текилы) доступен на 64 рынках от Ванкувера до Таити, и оценить его яркий вкус можно на вечеринках в 40 000 клубах и барах по всему миру.

 

4. Heineken действительно глобален

 

Heineken создал свой первый экспортный лейбл в 1864 году, расширил производство на другие континенты в 1914 году, вышел на азиатские рынки в 1929 году и начал ориентироваться на международную аудиторию в области маркетинга и рекламы в 1928 году.

 

Читайте также: Перша Приватна Броварня начала производить «Heineken» в Украине

 

Свое первое международное приобретение (австрийской компании Brau-Beteiligungs. AG) голландский пивовар сделал в 2003 году. А сейчас пиво компании продается почти в 200 странах мира.

 

5. Если зеленые бутылки не правильные, Heineken не хочет быть правым

 

Зеленая бутылка HeinekenХотя скептики сразу скажут, что зеленая стеклянная бутылка Heineken вредна для пива и все, связанное с прозрачностью бутылки, подвергает пиво риску окисления, многие покупатели Хайнекен попробовавшие этот «испорченный» продукт — с 1884 пор пользуются культовой зеленой бутылкой. И эта традиция, похоже, никогда не исчезнет.

 

Создатели пива Heineken были одними из первых пивоваров, которые начали экспортировать пиво в бутылках

 

Качество пива было настолько великолепным, что любители пенного отдавали предпочтение именно первоклассному импортируемому продукту. Несмотря на то, что он был гораздо дороже отечественного пенного.

 

Читайте также: Пивная бутылка с GPS приведет туриста в музей Heineken Experience

 

Чтобы покупатели смогли сразу заметить разницу между обычным отечественным пивом и высококачественным пивом Хайнекен, его разливали в бутылки зеленого цвета, а не привычного коричневого.

Зеленый цвет для бутылки был избран, потому что, по мнению представителей компании, он излучает свежесть, естественность, чистоту и первоклассное качество.

 

6. Впервые в истории американского пивоварения CEO компании назначена женщина. Американское подразделение Heineken USA возглавила Мэгги Тимони

 

Мэгги Тимони - генеральный директор Heineken USAВ июне 2018 года Heineken USA объявил о назначении Мэгги Тимони на пост президента и генерального директора с 1 сентября 2018 года.

Новость вызвала значительную шумиху среди экспертов. Однако, г-жа Тимоти считает, что выводы следует делать по результатам деятельности компании, а не по половому признаку.

 

Читайте также: Пиво выходит на тропу войны с водкой и вином

 

Мэгги Тимони — гражданка США. До своего нынешнего назначения Тимони занимала должность генерального директора Хайнекен в Ирландии, где она перевыполнила задачи по объему, доходам, прибыли и доле рынка.

 

7. Heineken является частью американской истории пива

 

Heineken USA была основана в 1946 году, но впервые она заняла место в истории американского пива в 1933 году.

 

Читайте также: Американские президенты — любители пива

 

В том же году она стала первым импортером пива, который вновь вышел на американский рынок после запрета.

 

8. Heineken выглядит хорошо и делает хорошо

 

Heineken100 От спортивной до уличной одежды, Heineken сотрудничает с розничными брендами, создавая ограниченную серию кобрендовых продуктов.

В 2018 году, в рамках своей девятилетней кампании #Heineken100, пивной бренд в партнерстве с итальянским брендом спортивной одежды Kappa в США выпустил капсульную коллекцию из шести предметов, в которую входили спортивный костюм и комплект трикотажа.

 

Читайте также: New Balance открыл в Лондоне паб The Runaway

 

В 2017 году он стал партнером A Bathing Ape (BAPE) — японского стритвир-бренда одежды, обуви и других изделий, специализирующемуся на мужской, женской и детской одежде, преимущественно относящейся к так называемой «уличной моде».

 

Тем не менее, компания Heineken — это не просто красивая внешность. Своими футбольными инициативами компания реализовала более 2000 инициатив по утилизации и безопасному вождению на стадионах по всей стране

 

И его кампания «Как создать лучший мир», начатая в 2010 году, активно реализует партнерские инициативы, направленные на обеспечение устойчивого развития, в том числе партнерства с + Pool, The Recycling Partnership, Uber, Lyft, Hispanic Federation и Vital Voices.

 

Читайте также: Heineken представила первую рекламу в рамках спонсорства Формулы1 

9. Heineken – лучший футболист

 

Heineken является спонсором Лиги чемпионов УЕФА с 1994 года и стал официальным пивом Major League Soccer (MLS) в 2014 году.

В июне 2019 года Хайнекен объявил о пятилетнем обновлении соглашения о партнерстве с MLS.

 

Читайте также: Реклама пива Heineken разрушает стереотипы о том, что женщины не любят футбол (видео)

 

Легко понять почему согласно пресс-релизу, бренд продал 1 миллион пинт пива в играх MLS с 2014 года.

 

10. Heineken рассчитывает на ноль

 

Heineken 0.0.Heineken запустил новую пивную кампанию #NowYouCan, которая показывает людей, пьющих на работе и за рулем. Нет, пивовар не жульничает. Он просто рекламирует новое безалкогольное пиво Heineken 0.0., демонстрируя возможность наслаждаться любимым напитком в ситуациях, когда употребление алкоголя недопустимо.

 

Читайте также: Алкоголь за рулем: вместо штрафов — на работу в морг

 

Бренд под названием Heineken 0.0 впервые дебютировал в Испании в 2016 году, и теперь он появляется в американских магазинах и барах на фоне признаков того, что все больше людей отказываются от алкоголя или, по крайней мере, пьют меньше.

 

Вместо того, чтобы просто удалять алкоголь из обычного Heineken, пивовары получили продукт с нулевым содержанием спирта с нуля, выведя формулу, которая на вкус и запах максимально приближает безалкогольное пиво к обычному

 

На это потребовалось около 10 лет проб и ошибок.

 

Читайте также: ЗАМЕНИТ ЛИ БЕЗАЛКОГОЛЬНОЕ ПИВО ТРАДИЦИОННОЕ НА МАССОВОМ РЫНКЕ

 

Однако в компании уверены в окончательном варианте, который содержит всего 69 ккал в 0,5 л (по сравнению с примерно 110 ккал для среднего светлого пива).

 

Читайте также: Энергетическая ценность алкогольных напитков

 

Первые результаты обнадеживают: в Великобритании, где безалкогольный Хайнекен был выпущен в конце 2017 года, безалкогольная новинка уже занимает почти 5% от общего объема продаж бренда.

 

Сегодня Heineken 0.0 представлен на более чем 30 мировых рынках, включая большую часть Европы

 

Голландский концерн инвестирует в США 50 млн дол в кампанию #NowYouCan, выпустив, в том числе,  пять видеороликов, которые будут представлены на телевидении и в цифровом формате:

 

«Now You Can: Presentation»

 

 

«Now You Can: Backstage»

 

 

«Now You Can: Perking»

 

 

«Now You Can: Locker Room»

 

 

«Now You Can: Gas Station»

 

 

Каждый из них подчеркивает инклюзивность Heineken 0.0 для всех моментов и общественных мероприятий, которые могут потребовать отличного пива, но не алкогольного.

Как ранее писал BeerComments, сейчас в здании старой пивоварни Хайнекен в Амстердаме размещается один из самых впечатляющих музеев пива в мире — Heineken Experience. Музей очень отличается от привычных всем выставок с пыльными экспонатами – в нем открыты интерактивные экспозиции и шоу, которые делают процесс его посещения живым и интересным не только для поклонников пива.

Автор: независимый эксперт рынка алкогольных напитков

Игорь Товкач

Игорь Товкач

Игорь Товкач

Независимый эксперт рынка алкогольных напитков

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