| Heineken N.V. | |
|---|---|
| |
| Partner Information | |
| Based |  Amsterdam, Netherlands
|
| Founder | Gerard Adriaan Heineken (1864)
|
| Announced | 15 October 2018[1] |
| Role | Official Beer and Cider Supplier |
| Official Website | Heineken |
Heineken N.V., known simply as Heineken or stylised as HEINEKEN, is a Dutch based brewery, which produces and sells alcoholic beverages across the world.[2] Founded on 12 July 1864 by Gerard Adriaan Heineken, Heineken have since grown to be the largest brewer in Europe, producing 188.3 million hectolitres of beer in 2015.[2]
Heineken would become a major sponsor of the ABB FIA Formula E Championship ahead of the 2018/19 season, signing a deal with Formula E Holdings to serve as the series' 'Official Beer and Cider Supplier' on the 15 October 2018.[1]
Background[]
Heineken's origins would be found in the form of founder Gerard Adriaan Heineken, who would buy the De Hooiberg brewery in Amsterdam, Netherlands, on 12 July 1864.[2] The Dutchman began to experiment with various brewing techniques, and by 1886 had, with the aid of Dr H. Elion, developed his own specific yeast.[2] This yeast, named "Heineken A-yeast" became a signature ingredient in Heineken's products, and effectively served as the foundation of the business.[2]
Dynastic Development[]
Gerard Adriaan would hand control of his business to his son after the First World War, which saw more developments in brewing techniques as the group's output continued to grow.[2] Indeed, Heineken would also switch focus to exporting beer, and were one of the first international breweries to ship to the United States after the end of Prohibition.[2] The American market would subsequently become Heineken's biggest source of revenue outside of Europe.[2]
After the Second World War Heineken would adopt a new approach, buying up smaller breweries and either absorbing or closing them to increase the group's market share.[2] The post-War era also saw Heineken merge with its biggest Dutch competitor, Amsel, with a joint brewery opened in Zoeterwoude a few years later.[2] Further purchases into the 2000s saw Heineken grow to be the second largest brewery in the world, with Heineken products brewed on four different continents.[2]
It was during the 2010s that Heineken decided to commit to sponsoring major motorsport events, with the group agreeing to sponsor the FIA Formula One World Championship in 2016.[3]
Formula E History[]
Heineken first became involved in the ABB FIA Formula E Championship ahead of the 2018/19 season, having decided to expand their motorsport involvement beyond their sponsorship of Formula One.[1] They duly entered into negotiations with Formula E Holdings over the summer of 2018, with a deal naming Heineken as the series' 'official beer and cider supplier' announced on the 15 October 2018.[1]
Products[]
Heineken serve as the 'official beer and cider supplier' for the ABB FIA Formula E Championship, and so serve no other purpose other than sponsorship.[1]
References[]
Videos and Images:
References:
- ↑ 1.0 1.1 1.2 1.3 1.4 'HEINEKEN joins Formula E as official partner', fiaformulae.com, (FIA Formula E, 15/10/2018), https://www.fiaformulae.com/en/news/2018/october/heineken-joins-formula-e-as-official-partner/, (Accessed 18/12/2018)
- ↑ 2.00 2.01 2.02 2.03 2.04 2.05 2.06 2.07 2.08 2.09 2.10 'Our History: Behind the Star', theheinekencompany.com, (Heineken N.V., 2019), https://www.theheinekencompany.com/About-Us/Our-History, (Accessed 05/02/2019)
- ↑ 'Heineken announces global partnership with Formula One Management', formula1.com, (Formula One World Championship Limited, 09/06/2016), https://www.formula1.com/en/latest/headlines/2016/6/f1-heineken-global-partnership.html, (Accessed 05/02/2019)
| FIA Formula E Partners |
|---|
| Institutional |
| Formula E Holdings • Fédération Internationale de l'Automobile • ABB |
| Founding |
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| Spark Racing Technologies • Brembo • Bridgestone • Dallara • Marelli • Podium AT |
| Former Partners |
| 1st Round • Allianz • Bosch • CNBC • Cooper Co. • Enel • Heineken • Hugo Boss • McLaren • Modis • Rimac Automobili • Umicore • voestalpine |