Heineken's European Strategy in the 20th Century

As a brand, Heineken is immediately identified by consumers as a quality lager. Originally a Dutch brand, it became a global brand thanks to the economic and financial globalization of the second half of the twentieth century. It is known worldwide, thanks to American-inspired marketing developed by the company shortly after 1945. This article examines the historical origins of the company's industrial expansion, which began in the Netherlands in the nineteenth century and then moved outside Europe, where protectionist and fiscal measures were too restrictive. Heineken went international in South-East Asia between the wars, before conquering North America and Africa. The study looks at the way in which Heineken implemented a European strategy, favouring the creation of a single beer market, and established itself with varying degrees of success in the various national markets, through takeovers or agreements with existing companies.