The containers containing the beer are loaded onto ships at Rotterdam and transported to the world. This exportation began early. Between the two world wars, there was Heineken, which exported its beer to Indonesia, West Africa, Britain, France, Belgium. Heineken was the first foreign company to import beer into the US following the prohibition. On top of this, they bought stakes in other breweries, in the US as well as around the world. This was, in addition to building new breweries, in some countries. In recent years, Heineken has been seeking attention for their brand via increased sponsorship of various events (Riggs 89).
They have sponsored in recent years the South African rugby World Cup, Saint Maarten regatta, Heineken Classic golf tournament, and the Davis Cup Tennis Tournament. Sponsorship of Sport events is but one avenue via which Heineken attempts to interact with their customers. Others include via music like the Umbria, Puerto Rican, and Montreux Jazz festivals. The company mission is to be a Niche marketing market leader to accelerate top-line growth that is sustainable. It also aims to accelerate cost reduction and efficiency, as well as accelerating their implementation.
They also aim at making faster decisions and to focus on markets in which they believe they have a chance of winning. Heineken owns, markets, and sells over two hundred and fifty brands (Riggs 90). Its global brand is principally Heineken. Other specialities, international, regional, and local, premium brands include Zywiec, Zlaty Bazant, Star, Sol, Sagres, Primus, Ochota, Newcastle Brown Ale, Dos Equis, desperados, Cruzcampo, Birra Moretti, Amstel, and Tecate. Joint ventures with other breweries include Tiger, kingfisher, Cristal and Anchor.
Within a few years of being founded, Heineken had started to export beer to the Far East, Germany, Spain, Italy, and France (Riggs 90). Heineken’ s managers decided, in 1914, to export their brand beer to the United States.
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