Heineken is celebrating its 150th anniversary by becoming the first beer brand to track its success, alongside its annual performance, by the measurement of “good times”.
In 1864, Gerard Adriaan Heineken, the son of a merchant family in Amsterdam, purchased the brewery De Hooiberg (The Haystack), marking the first step in what would eventually lead to the creation of the Heineken brand. By 1873, Gerard had purchased another brewery in the heart of Amsterdam, which he’d given his family name.
