The History of Heineken

4266 Words Dec 10th, 2010 18 Pages
The history of Heineken
The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a brewery in the heart of Amsterdam. Over the past 140 years, three generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. It is thanks to the leadership of Gerard, Henry and Alfred Heineken that Heineken is one of the world’s leading brewing groups. Today Charlene de CarvalhoHeineken is delegate member of the Board of directors of Heineken Holding N.V. 1864 22-year-old businessman Gerard Adriaan Heineken purchases the "The Haystack" brewery, the largest in the region. He demands and receives full control of shares, realising that sweeping and rapid changes are
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1894 The end of an epoch: despite master brewer Feltmann's hopes for his own son to take the position, J.D.A. Petersen becomes the new director. He later marries Gerard's widow Mary Tindal, becoming stepfather of the eight-year-old Henry Pierre Heineken. 1899 The barrel-makers submit a request for a wage increase, marking the beginning of a long process of workers' rights negotiations. As the business consolidates its hold on markets, employers come under increasing pressure from workers demanding explicit agreements and better treatment. Petersen resists pressure from old-style managers and strives for dialogue, which ultimately results in the first collective labour agreements.

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1900 Heineken beer is honoured with a special Jury Prize in Paris. Sales of beer brewed under Heineken's auspices increase to 200,000 hectolitres. 1901 The year sees the first major strike and call for a boycott by workers. Negotiations result in a rise in the minimum wage and pay for overtime. 1904 A day of rest on Sunday is introduced. 1909 The first collective bargaining agreements are established. In Rotterdam, this means a 54hour week and four days off a year. As a compromise, workers no longer receive four free litres of beer a week. Henry Heineken comes of age and takes over the helm. He and his team represent a new generation of leaders. With both academic credentials and practical experience, they pioneer a new management style: socially aware and outward looking. 1912

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