Headquartered in the Netherlands and produced by the fourth largest beer company in the world, Heineken beer has become the top beer brand in the world with its excellent brand strategy and excellent quality assurance. Heineken beer sells well in more than 70 countries around the world, and its excellent quality has been recognized by the industry and consumers. Heineken is a kind of beer brewed with snakebab as the main raw material, with smooth and mellow taste and no dry and irritating taste. This year, in order to improve its competitiveness, Heineken beer has launched a brand-new packaging, which not only adds a youthful vitality, but also brings a cool personality, which is the life personality that the younger generation has and pursues. Heineken beer has become the most popular drink in bars and entertainment places because of its young and international image.
1863 Heineken beer company was established in Amsterdam, the Netherlands. It is not only the second largest beer brewing company in the world, but also the largest beer exporter and the most international first brand in the world. Through the cooperation of local production/export and specially authorized production, Heineken products have been sold in more than 70 countries around the world.
1863, Gerald Heineken established the largest brewery at that time in Amsterdam, the Netherlands, and named it Haystack. In order to brew the best beer, Mr. Heineken traveled almost all over the world to find the best ingredients, and he also set up a private library, which was all about brewing.
1886, Dr. Adrian selected one of the numerous wineries at that time as his special experimental object. So a brewery named' Heineken A' appeared. This played a key role in the later development of Heineken and was the maker of Heineken's taste standard. 1883 Heineken won a special honor "Diplomatic Honor Award". So far, Heineken's bottle is still printed with such words.
19 17 Mr Heineken's son took over the company, and he took the research of brewing technology as his career. World War I also prevented the development of Heineken. After the alcohol embargo in the United States stopped, Heineken beer quickly became the world's largest beer exporter to the United States. 1933, American Time magazine wrote a historic sentence: "13 The first batch of legally imported beer arrived yesterday, and it was 100 gallon Heineken beer from Rotterdam."
From 65438 to 0953, the grandson of Heineken became the third generation leader of Heineken. He made great contributions to brand recognition, creatively unified the color of Heineken beer bottles into green, and skillfully designed the three English letters E in the logo of Heineken brand into a smiling mouth. The success of Heineken beer is largely due to its successful advertising and exquisite packaging.
In the mid-1990s, Heineken beer entered the China market. Heineken beer in China market is imported from Holland or Singapore, and it only indirectly owns shares in several joint venture beer companies including Hainan/Shanghai. Heineken's strategic focus in Asia is Asia Pacific Brewery (APR) in Singapore, with a 42.5% stake. Asia-Pacific Brewery 1932 produced by this factory is the first self-made beer brand in Singapore and a famous brand product in this region. It belongs to the heavy taste of light beer and is suitable for drinking with seafood and Chinese food. Blue Ribbon Beer Blue Ribbon Beer was founded in 1844, and has a history of more than 50 years. It has won many gold medals in the World Expo. The company introduced a full set of American production equipment, selected high-quality raw materials, blue ribbon yeast and hops, and produced them according to the traditional American blue ribbon technology under the guidance of American winemakers. Its taste completely meets the standard of American blue ribbon beer, and the product is famous for its light color, high quality, pure taste and full of gas.
1844, a German winemaker named pabst moved his winery from the beautiful Rhine River to the fertile soil of Wisconsin, USA, and brewed a special wine that was popular in the United States. Because they are used to tying a blue ribbon on wine bottles and barrels, humorous Americans simply nicknamed it the blue ribbon, hence the name.
After the company was completed and put into production in June 1990 1 1, it was trusted and praised by customers because of its good product quality and developed rapidly. From/kloc-0 to June, 1997, the company achieved sales income of 678 million yuan, and the total profit and tax reached 239.5 million yuan, of which the profit was14.88 million yuan, creating a per capita profit. Blue ribbon beer in recent years. Quot National Best Star Beer, National Famous Brand Products in Food Industry, National Golden Bridge Award for Best Selling Domestic Products, etc.
At present, the blue ribbon beer produced by the company covers 30 provinces, municipalities and autonomous regions in China, and is 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 earner in Zhaoqing, an advanced enterprise with quality and benefit in the national food industry, a top 200 light industry enterprise in China and a top 500 industrial enterprise with foreign investment in China. Comrade Liang Qihua, the general manager of the company, won the National "May 1st Labor Medal" with 1997.
Zhaoqing Blue Ribbon Beer Green Treasure Co., Ltd. is the first joint venture in China beer industry to produce foreign brand beer in China using well-known trademarks at home and abroad, and it is also the largest foreign brand beer enterprise in China.
The company is located on the lakeside of Qixingyan Lake in Zhaoqing, Guangdong Province, with natural high-quality spring water from Beiling Mountain in the north, Xijiang River in the south, Sanrongxia Deepwater Wharf in the west and Zhaoqing Railway Station in the east. The land and water transportation is very convenient. The company covers an area of 65438+300,000 square meters with a building area of 87,000 square meters. It has fixed assets of 538 million yuan and 790 sets of production equipment. The annual beer production capacity is 250,000 tons, and the product packaging specifications are 640ml, 355ml glass bottles, 355ml cans, white bottles and golden bottles, 946/ 1 183ml blue ribbon king, 640ml little blue king and barreled draught beer. There are 8 10 employees, including 80 engineers/kloc-0.
Tsingtao Brewery Tsingtao Brewery Co., Ltd., formerly known as the state-owned Tsingtao Brewery, was jointly established by British and German businessmen in 1903. It is the earliest beer producer in China. 1In June, 1993, with the approval of the State Commission for Economic Restructuring, Tsingtao Brewery, as the sole sponsor, established Tsingtao Brewery Co., Ltd. on the basis of absorbing and merging the former Sino-foreign joint venture Tsingtao Brewery No.2 Co., Ltd., the Sino-foreign cooperative Tsingtao Brewery No.3 Co. Ltd. and the state-owned Tsingtao Brewery No.4 Factory, becoming one of the first nine overseas listed joint-stock pilot enterprises in China. Tsingtao Brewery Company issued H shares in Hong Kong on June 1993, and went public on July 15. This is the first China enterprise listed on the Hong Kong Stock Exchange. In August of the same year, Tsingtao Brewery Company issued A shares in China and listed on Shanghai Stock Exchange on August 27th. After the public offering, the company's total share capital is 900 million shares (with a par value of RMB 65,438+0 yuan per share), including 399,820 state shares, accounting for 44.42% of the total share capital; Legal person shares are 53.33 million yuan, accounting for 5.93% of the total share capital; 346.85 million foreign shares, accounting for 38.54% of the total share capital; China public shares 100000 shares, accounting for11.1%of the total share capital. After its establishment, the company gave full play to its advantages in quality, brand, technology, equipment and capital, and expanded its business scale through technological transformation of old factories and domestic purchasing factories. 1994 10, the company wholly acquired Jiangsu Yangzhou Brewery, and after technical transformation, it has formed a production capacity of 65,000 tons; 19951February, the company and Xi' an Hans co., ltd held 55% of the shares. By 1997, the factory will have a production capacity of 6.5438+500,000 tons. At the same time, the technical transformation of the company's backbone production plants, the first and second breweries, is stepping up. By the end of 1996, the production capacity will reach 300,000 tons and 200,000 tons respectively. The company has a total capital of 2.88 billion yuan, more than 4,700 employees and an annual output of 500,000 tons of beer. 1995, the company produced 350,000 tons of beer, realized sales income of 65.438+0.43 billion yuan, completed profit of 65.438+0.70 billion yuan, and earned foreign exchange through export of 65.438+0.67 million dollars. At present, Tsingtao Brewery Company ranks first in the domestic beer industry in terms of product quality, sales revenue, realized profit, and foreign exchange earned through export. The main product of Tsingtao Brewery Company is Tsingtao Brewery, which is the most famous brand beer in China. It combines world-class equipment, rich brewing experience accumulated over a hundred years, unique production technology and scientific and strict quality assurance system. It is famous at home and abroad for its clear and transparent liquor, mellow and refreshing, delicate foam and long-lasting hanging cup. Won the national quality gold medal and the international beer appraisal gold medal for many times. It is the only well-known trademark in the domestic beer industry and the most famous China in the international market. Facing the 2 1 century, Tsingtao Brewery Company is constantly strengthening its enterprise strength and improving the competitiveness and market share of its products at home and abroad. By 2000, the beer output of Tsingtao Brewery Company will reach1400,000 tons, and its share in the domestic beer market will increase from 2.3% to 7%.
1In August, 903, the first brewery built with European technology was born in the ancient land of China-Tsingtao Company, a German beer company. After a hundred years of vicissitudes, this earliest beer company has developed into a world-renowned "Tsingtao Brewery" manufacturer-Tsingtao Brewery Co., Ltd., which was established in 65438-0993 and entered the international capital market. Its shares are listed in Hongkong and Shanghai respectively, making it the first joint-stock company in China to be listed in both places at the same time.
In the late 1990s, Tsingtao Brewery Company began to fully implement the "big brand strategy", and established and implemented strategic decisions such as "freshness management", "high starting point development", "low cost expansion" and "market network construction". Tsingtao Brewery Company, with its brand-driven asset restructuring, took the lead in setting off a wave of mergers and acquisitions in China, and was known as the leader of the integration trend of China beer industry during the Spring and Autumn Period and the Warring States Period. For M&A enterprises, Tsingtao Brewery implements a unique management mode of "system integration and mechanism innovation", and integrates the management mode and concept of subsidiary management with Tsingtao Brewery corporate culture.
At present, Tsingtao Brewery Company has 55 breweries and malt factories in 18 provinces, municipalities and autonomous regions, and has built a nationwide marketing network, basically completing the national strategic layout. At present, beer production scale, total assets, brand value, production and sales volume, sales revenue, total profits and taxes, market share and export earnings rank second in the domestic industry. Facing the new century, Tsingtao Brewery Co., Ltd. will continue to innovate, build a learning enterprise, improve its core competitiveness, build an international company, become a value expert in the international market, a leader and a superstar in China beer market, and write a brilliant chapter in the new century!