Heineken /'henikεn/
Heineken, headquartered in the Netherlands and produced by the world's fourth largest beer company, relies on its excellent brand strategy and excellent quality. Guaranteed to become the world's top beer brand. Heineken beer is popular in more than 170 countries around the world, and its excellent quality has always been recognized by the industry and consumers. Heineken is a beer brewed mainly from hop seeds. It has a smooth and mellow taste without any astringent or pungent taste. This year, in order to improve its competitiveness, Heineken has launched a new packaging, which not only adds a youthful vitality, but also has a cool personality. This is exactly the life personality that the young generation has and pursues. With its youthful and international image, Heineken beer has become the most popular drink in bars and various entertainment venues.
Heineken Beer Company was founded in Amsterdam, Netherlands in 1863. It is now not only the second largest beer brewing company in the world in terms of output, but more importantly, it is the largest beer exporter in the world and is well-deserved as the most international brand. Through the cooperation of various methods such as local production/export and special authorized production, Heineken products are now sold in more than 170 countries around the world.
In 1863, Gerald. Mr. Heineken established the largest brewery at the time in Amsterdam, the Netherlands, called Haystack. In order to produce the best beer, Mr. Heineken traveled almost all over the world to find the best ingredients. He also deliberately established A private library of books all about winemaking.
In 1886, Dr. ELION isolated one of the many breweries at that time as his own dedicated experimental subject. So a brewery named ‘Heineken A Grade’ appeared. This played a key role in Heineken's subsequent development and was the setter of Heineken's taste standards. In 1883 Heineken received a special honor, the "Diplomatic Honor Award". There are still words like this printed on Heineken bottles to this day.
In 1917, Mr. Heineken's son took over the company, and he regarded the research on brewing technology as his own career. The First World War also halted Heineken's growth. After the U.S. embargo on alcohol was lifted, Heineken quickly became the world's largest export of beer to the United States. In 1933, the American Time magazine wrote this historic sentence: "The first batch of legally imported beer in 13 years arrived yesterday. This is 100 gallons of Heineken beer shipped from Rotterdam."
In 1953, Heineken’s grandson became the third generation leader of Heineken. He made a great contribution to the brand recognition. He creatively unified the color of Heineken beer bottles into green and changed the HEINEKEN brand logo to green. The three English letters E are cleverly designed as smiling mouths. Heineken's success is largely due to its successful advertising and beautiful packaging.
In the mid-1990s, Heineken entered the Chinese market. All Heineken beers in the Chinese market were imported from the Netherlands or Singapore. It only owned several joint venture beer companies including Hainan/Shanghai. indirect shares. Heineken's strategy in Asia is focused on Asia Pacific Breweries (APR) in Singapore, with a 42.5 stake. The Tiger Beer produced by the factory in 1932 is Singapore's first homemade beer brand and is also a famous brand product in this region. It has a strong taste like light beer and is suitable for drinking with seafood and Chinese food. Cordon Bleu Cordon Bleu was founded in 1844 and has a history of more than 150 years. It has won many gold medals at world expositions. The company introduced a complete set of production equipment from the United States, selected high-quality raw materials, Cordon Bleu yeast, and hops. It was guided by American brewing experts and produced according to the traditional American Cordon Bleu process. Its taste has fully reached the standard of American Cordon Bleu beer, and its products are famous for their light color, high quality, pure taste and full flavor.
In 1844, a German winemaker named Pabst moved his winery from the beautiful Rhine River to the fertile soil of Wisconsin, USA, and brewed a popular specialty wine in the United States. Because they were used to tying a blue ribbon on wine bottles and barrels, humorous Americans simply nicknamed it blue ribbon, hence the name blue ribbon.
After the company was completed and put into production in November 1990, due to its good product quality, it was deeply trusted and praised by customers and developed rapidly. In 1997, it achieved sales revenue of 678 million yuan and total profits and taxes of 239.5 million yuan. , including a profit of 148.8 million yuan, and the per capita tax and profit index has maintained the first advanced level in the national beer industry for five consecutive years, reaching 200,000 yuan. In recent years, Cordon Bleu beer has been awarded "Best Star Beer in the Country", "National Famous Brand Product in the Food Industry", "Golden Bridge Award for National Best-Selling Domestic Products".
At present, the Cordon Bleu beer produced by the company, The products cover 30 provinces, municipalities and autonomous regions across the country, and are exported to Hong Kong, Macao, Southeast Asia and other countries and regions. In just a few years, the company has become the largest profit and tax company in Zhaoqing, an advanced enterprise in the national food industry for quality and efficiency, and one of the top 200 light industries in China. Enterprise, one of the 500 largest foreign-invested industrial enterprises in China. Comrade Liang Qihua, the general manager of the company, won the national "May 1st Labor Medal" in 1997.
Zhaoqing Cordon Bleu Luborg Co., Ltd. is one of the largest brands of beer in my country. Well-known trademark, it is the first joint venture to produce foreign brand beer in China and is also the foreign brand enterprise with the largest beer sales in the country.
The company is located on the shores of Qixingyan Lake in Zhaoqing, Guangdong, with the Beiling Mountains to the north. With natural and high-quality Beiling Mountain Spring Water, it is adjacent to Xijiang River in the south, Sanrongxia Deep Water Terminal in the west, and Zhaoqing Railway Station in the east. The company covers an area of ??130,000 square meters, with a construction area of ??87,000 square meters; it has fixed assets. 538 million yuan, with 790 production equipment (sets); annual beer production capacity is 250,000 tons, product packaging specifications include 640ml, 355ml simple glass bottle, 355ml can, white bottle gold, 946/1183ml blue ribbon king , 640ml Little Blue King and barreled fresh beer, etc. There are 810 employees, including 180 engineering and technical personnel.
Tsingtao Beer Tsingtao Beer Co., Ltd. was formerly the state-owned Tsingtao Beer. The factory was founded as a joint venture by British and German businessmen in 1903. It was the earliest beer production enterprise in my country and was approved by the National Restructuring Commission in June 1993. The original Tsingtao Brewery was the sole sponsor and merged with the original Tsingtao Brewery. On the basis of the Sino-foreign joint venture Tsingtao Brewery No. 2 Co., Ltd., the Sino-foreign joint venture Tsingtao Beer No. 3 Co., Ltd. and the state-owned Tsingtao Beer Factory No. 4, Tsingtao Beer Co., Ltd. was established and became one of the first nine joint-stock pilot enterprises to be listed overseas in the country. Tsingtao Brewery issued Class H shares in Hong Kong in June 1993 and was listed on July 15. It was the first Chinese company to be listed on the Stock Exchange of Hong Kong Limited. In August of the same year, Tsingtao Brewery issued Class A shares in China and was listed on the stock market on July 15. Listed on the Shanghai Stock Exchange on August 27, the company's total share capital after the offering is 900 million shares (par value per share is RMB 1), of which: 399.82 million state shares, accounting for 10% of the total share capital. 44.42; legal person shares are 53.33 million yuan, accounting for 5.93% of the total share capital; foreign shares are 346.85 million shares, accounting for 38.54% of the total share capital; domestic public shares are 100 million shares, accounting for 11.11% of the total share capital. , giving full play to its advantages in quality, brand, technology, equipment, capital, etc., it simultaneously carried out technological transformation of old factories and domestically acquired factories, and continuously expanded its scale of operations. In October 1994, the company wholly acquired Jiangsu Yangzhou Brewery, and after technological transformation. It has formed a production capacity of 65,000 tons; in December 1995, the company also acquired a 55% stake in Xi'an Hans Co., Ltd. By 1997, the plant will have a production capacity of 150,000 tons. At the same time, the company's backbone production plants - Beer Plant No. 1 and No. 2 Beer Plant are undergoing technological transformation and will have production capacities of 300,000 tons and 200,000 tons respectively by the end of 1996.
The company has total assets of 2.88 billion yuan, more than 4,700 employees, and an annual production of 500,000 tons of beer. In 1995, the company produced 350,000 tons of beer, achieved sales revenue of 1.43 billion yuan, realized profits of 170 million yuan, and earned US$16.7 million in foreign exchange from exports. At present, Tsingtao Brewery's product quality, sales revenue, realized profits, export earnings and other economic indicators all rank first in the domestic beer industry. The main product of Tsingtao Brewery Company is the Tsingtao brand beer series, which is the most prestigious brand beer in China. It combines world-class equipment, rich brewing experience accumulated over a century, unique production technology, and scientific and strict quality assurance system. It is well-known at home and abroad for its clear and transparent liquor, mellow and refreshing liquor, fine foam and long-lasting cup hanging. It has won the National Quality Gold Medal and the International Beer Competition Gold Medal many times. It is the only well-known trademark in the domestic beer industry and the most well-known Chinese brand in the international market. Product brand. Facing the 21st century, Tsingtao Brewery continues to strengthen its corporate strength to improve the competitiveness and share of its products in domestic and foreign markets. By 2000, Tsingtao Brewery's beer output will reach 1.4 million tons, accounting for 1.4% of the domestic beer market currently. Share increased from 2.3 to 7.
In August 1903, the first brewery built with European technology was born in the ancient land of China - German Beer Co., Ltd. Qingdao Company. After a hundred years of vicissitudes, this earliest beer company has developed into Tsingtao Beer Co., Ltd., the manufacturer of the world-renowned "Tsingtao Beer". In 1993, Tsingtao Beer Co., Ltd. was established and entered the international capital market. The company's shares were listed in Hong Kong and Shanghai respectively, becoming the first domestic joint-stock company to be listed in both places at the same time.
In the late 1990s, Tsingtao Brewery began to fully implement the "big brand strategy" and established and implemented "freshness management", "high starting point development, low-cost expansion" and "market network". Strategic decisions such as "construction" and "brand-driven" asset restructuring took the lead in setting off a wave of mergers and acquisitions across the country. It is known as the leader of the industry integration trend in China's beer industry "from the Spring and Autumn Period to the Warring States Period". For acquired companies, Tsingtao Brewery implements a unique management model of "system integration and mechanism innovation" and uses Tsingtao Brewery's corporate culture to integrate the management models and concepts of subsidiary management.
At present, Tsingtao Beer Company has 55 beer production plants and malt production plants in 18 domestic provinces, municipalities and autonomous regions, building a nationwide marketing network and basically completing a national strategic layout. The current beer production scale, total assets, brand value, production and sales volume, sales revenue, total profits and taxes, market share, export and foreign exchange earnings and other indicators rank second in the domestic industry. Facing the new century, Tsingtao Brewery will continue to innovate, build a learning enterprise, improve core competitiveness, create a large international company, become a value expert in the international market, a leader and superstar in the Chinese beer market, and write the story of the new century. Brilliant chapter!