Behind the
Brew: How
Heineken Drafts Its
Viral Branding
In the 19th century, the beer industry wasn’t run by multi-billion-dollar conglomerates that could brew and ship millions of bottles with the push of a button
At that time, the budding industry was spearheaded by entrepreneurial brewers who had to invent recipes, brewing processes and taste profiles before they ever shipped a single bottle.
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One such man was Gerard Adriaan
Heineken, who set up his family’s first brewery in Amsterdam in 1864 and spent most of the subsequent years toying with and perfecting a recipe for
Heineken lager
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Behind the Brew: How Heineken Drafts Its Viral Branding