Heineken was founded in 1864 by Gerard Adriaan Heineken in Amsterdam, Netherlands. At age 22, Heineken purchased the De Hooiberg brewery, a small, struggling operation in Amsterdam, with a vision of brewing a superior quality lager beer. The timing was opportune: the Netherlands was industrializing, urbanizing, and developing a taste for bottom-fermented lagers over traditional top-fermented ales. In 1873, Heineken introduced its flagship beer, brewed with a proprietary yeast strain (the A-yeast) that would become the signature of the brand's distinctive flavor profile. This yeast, isolated by Dr. Elion, a student of Louis Pasteur, was a critical innovation that allowed consistent, high-quality brewing at scale. The beer was initially marketed as 'Amstelsche Bier' before adopting the Heineken name. Gerard Adriaan Heineken's strategy combined quality obsession with marketing innovation. He was among the first brewers to recognize the importance of brand identity, packaging, and advertising. The green bottle, introduced in the 1880s, became an iconic brand marker. The red star, originally a symbol of European brewers, was adopted and remains a key visual element. By 1886, the company had established a reputation for quality that allowed it to command premium prices. The early 20th century brought expansion and challenges. The company survived World War I and the interwar period by focusing on quality and selective export markets. During World War II, the brewery was damaged, and operations were severely constrained, but the company survived and rebuilt. The post-war era marked the beginning of Heineken's international expansion. In the 1950s and 1960s, the company began exporting to new markets and establishing breweries abroad. The 1968 acquisition of Amstel (then a major Dutch competitor) significantly expanded Heineken's domestic market share and provided additional brewing capacity and brands. The 1970s and 1980s saw accelerated globalization. Heineken entered the U.S. market as a premium import, positioning itself as a sophisticated European alternative to domestic lagers. The brand became associated with cosmopolitan, urban consumers—a positioning that would define its marketing for decades. The company expanded into Africa, Asia, and Latin America through acquisitions, joint ventures, and greenfield breweries. In 1988, Heineken acquired Bira Moretti, adding an iconic Italian brand to the portfolio. The 1990s brought further consolidation. The company acquired Cruzcampo (Spain), expanding its Southern European presence. The acquisition of FEMSA's beer operations in 2010 was transformative, giving Heineken dominant positions in Mexico (Dos Equis, Tecate, Sol) and Brazil (Kaiser, later sold). This deal made Heineken the second-largest brewer in Latin America. The 2000s and 2010s saw continued portfolio expansion. Key acquisitions included: Tiger Beer (Asia, 2012), giving Heineken a leading position in Southeast Asia; the acquisition of additional stakes in Asia Pacific Breweries; the purchase of Lagunitas (U.S. craft beer, 2015), signaling interest in the craft segment; and the acquisition of Distell and Namibia Breweries (Africa, 2021), strengthening the African portfolio with brands like Savanna cider and Windhoek beer. The company also launched Heineken® 0.0 in 2017, a non-alcoholic beer that would become central to the company's future strategy. In 2021, Dolf van den Brink became CEO and launched the EverGreen strategy, a comprehensive transformation program focused on premiumization, digitalization, and sustainability. The COVID-19 pandemic in 2020-2021 disrupted on-trade channels (bars, restaurants, stadiums)—the primary environment for premium beer consumption—causing significant volume contraction. However, the company used the crisis to accelerate digital transformation and e-commerce capabilities. In 2023, Heineken exited Russia following the invasion of Ukraine, a significant strategic and financial decision that impacted 2024 earnings. The company also sold Vrumona (Netherlands soft drinks) and acquired Distell and Namibia Breweries, reshaping the portfolio. In 2024, the company delivered solid operational results under the EverGreen strategy but faced the 57.6% net profit decline due to associate losses and currency impacts. The company announced plans to cut 5,000-6,000 jobs and deploy FreddyAI for marketing optimization. In 2025, the Africa & Middle East region emerged as the strongest performer, with operating profit up 62% and Nigeria and Ethiopia delivering exceptional growth. The company exited the DRC, converted to asset-light licensing, and extended the F1 partnership with Heineken® 0.0 as title partner. As of 2025, Heineken operates in 190+ countries, employs approximately 85,000 people, brews 340+ brands, and is controlled by Heineken Holding N.V. (50.005%), which is itself controlled by the Heineken family through the L'Arche Green foundation.