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.

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 Read more...