品牌簡介
喜力在世界65個國家擁有超過130家釀酒廠,聘請約57,557人。長久以來,喜力釀制并銷售了超過170種特制、本地性、地區性以至國際頂級的優質啤酒,包括克魯茲坎波(Cruzcampo),虎牌(Tiger),日維茨(Żywiec),斯達布魯諾(Starobrno),紮戈爾卡(Zagorka),伯拉莫雷蒂(Birra Moretti),俄科塔(Ochota),墨菲(Murphy’s),星牌(Star),當然還有喜力比爾森(Heineken Pilsener)啤酒。喜力宣稱,自從将近150年前生産出了第一桶啤酒,其原始配方從未改變。
喜力全年啤酒生産量為1.218億美制公升(hectoliters)(約合121.8億公升,或0.1218億立
方米),是世界第4大啤酒釀造商,排名在英博啤酒(InBev)、SABMiller公司及安豪澤布施公司(Anheuser-Busch)後。喜力的荷
蘭釀酒廠位于祖特爾烏德(Zoeterwoude)和斯海爾托亨博斯('s-
Hertogenbosch)。最初的釀酒廠設于阿姆斯特丹,已于1988年關閉。建築物被改裝成為博物館,取名為“喜力體驗”(Heineken
Experience)。博物館仍保留喜力釀酒廠的字樣,展出喜力啤酒的曆史及釀造過程,在展覽行程結束處設有一家酒吧,讓參觀者品嘗啤酒。
發展曆史
喜力公司創辦于1864年。時年22歲的傑拉德·阿德裡安·海尼根購買了位于阿姆斯特丹中的一家、被稱為“De Hooiberg”(荷蘭語,意為“幹草堆”)的釀酒廠。1874年,這家啤酒廠更名為“喜力啤酒公司”(Heineken's Bierbrouwerij Maatschappij),同年于鹿特丹開設第一家分廠。1886年,法國大化學家路易斯·巴斯德的學生,H·億利博士在喜力實驗室中研發了“喜力A級酵母”(Heineken A-yeast)。這種酵母至今仍然是喜力啤酒的關鍵原料。次年,海尼根改用底部發酵酵母。
1917年到1940年間,創辦人之子、亨利·皮埃爾·海尼根(Henry Pierre
Heineken)接手管理這家公司,并且持續參與公司的運作至1951年。在他的任期内,喜力改善了工藝,使得啤酒得以在大規模生産的過程中依然一如既
往地維持其優良品質。亨利·皮埃爾之子、阿爾弗雷德·亨利·海尼根(昵稱弗雷迪)
(Alfred Henry"Freddy"
Heineken)于1940年開始在公司工作,1971年正式被任命為執行委員會主席。他是喜力長期全球擴張的堅強後盾,而如同他的父親一樣,他在
1989年卸任執行委員會主席之後,仍然繼續參與公司的運作,直到他與2002年去世。
第一次世界大戰之後,喜力逐漸将目标對準海外市場。禁酒令在美國結束僅僅3天,第一船喜力啤酒,也是第一批在美國合法的啤酒,就登陸美國銷售了。也從那天開始,喜力一直是入口美國的衆多啤酒品牌中最為成功的一個。
喜力一直試圖通過收購并關閉競争對手的酒廠來提高自身股價。在第二次世界大戰之
後,許多小型酒廠都倒閉或被收購,使得荷蘭本土多樣的啤酒文化受到破壞。1968年,喜力兼并了它最大的競争對手、阿姆斯特爾公司(Amstel),同時
在1975年于祖特爾烏德開設了新釀酒廠。阿姆斯特爾酒廠于1980年關閉,生産線轉移到祖特爾烏德和登博斯奇(Den
Bosch)(即斯海爾托亨博斯)。
英文簡介
Heineken International is a Dutch brewing company,founded in1864byGerard
Adriaan Heineken in Amsterdam. As of2006,Heineken owns over130
breweries in more than6 countries and employs approximately57,557[1]
people.It brews and sells more than170international premium,
regional,local and specialty beers,including Cruzcampo,Tiger, ywiec,
Starobrno, Zagorka,Birra Moretti, Ochota,Murphy’s,Star and of course
Heineken Pilsener.Heineken claims that the original Heineken recipe
has not changed since the beer was first produced nearly150years ago.
With an annual beer production of121.8million
hectoliters,Heineken ranks as the fourth largest brewery in the world
after InBev, SABMiller,and Anheuser-Busch.Heineken's Dutch breweries
are located in Zoeterwoude and's-Hertogenbosch. The original brewery in
Amsterdam, closed in1988,is preserved as a museum called Heineken
Experience. Heineken brewery
Former Heineken brewery in Amsterdam, now the Heineken
Experience The Heineken company was founded in 1864 when the
22-year-old Gerard Adriaan Heineken bought a brewery known as De
Hooiberg (the haystack) in Amsterdam.In1874the brewery's name changed
to Heineken's Bierbrouwerij Maatschappij, and opened a second brewery
in Rotterdam in1874. n1886 Dr. H. Elion, a pupil of the French
chemist Louis Pasteur, developed the "Heineken A-yeast"in the Heineken
laboratory. his yeast is still the key ingredient of Heineken beer.In
1887Heineken switched to the use of bottom-fermenting yeast.
The founder's son,Henry Pierre Heineken, managed the
company from1917to1940,and continued involvement with the company
until1951.During his tenure, Heineken developed techniques to maintain
consistent beer quality during large-scale production.Henry Pierre's
son,Alfred Henry"Freddy"Heineken,started working at the company in
1940,and1971was appointed Chairman of the Executive Board.He was a
powerful force behind Heineken's continued global expansion,and while
he retired from the Executive Board in1989,he maintained involvement
with the company until his death in2002.
After World War I,the company aimed more and more on
export. Three days after Prohibition ended in the United States,the
first Heineken shipment landed as the first legal shipment of beer.From
that day on,Heineken has remained one of the most successful imported
beer brands in the United States.
Purchasing breweries
During this period, Heineken tried to increase its
stock price by purchasing competing breweries and closing them down.
After World War II,many small breweries were bought or closed,damaging
the diverse beer culture of the Netherlands.In1968Heineken merged
with its biggest competitor,Amstel,and in1975opened a new brewery in
Zoeterwoude.The Amstel brewery was closed in1980 and its production
moved to Zoeterwoude and Den Bosch.