Dolf van den Brink likes to tell a famous story to illustrate how strongly the Dutch beer brewer Heineken USA is connected to America. “Just three days after the repeal of Prohibition, the first cases of Heineken arrived in New York’s harbor. We were the first imported beer after the dry spell,” the CEO said.
New Yorkers still love Heineken the most. No other city in the world sells more of the green bottles. But the easy-on-the-tongue brew is also one of the best known beers in the country, sold in every state.
The multinational is an economic force as well. Heineken USA, which sells all its beers through a chain of distributors directly and indirectly, supports more than 77,000 jobs in the USA based on the data by the Beer Institute, the industry’s trade association. The company is also a major investor, said van den Brink: “Only the US Army ships more goods across the Atlantic than we do. And we spend hundreds of millions on commercial activities, like TV commercials, each year.”
Heineken got its lead in the market by keen entrepreneurship and selling quality, said the CEO. “It’s easy to brew beer, but it’s hard to make a beer that has a consistent high quality, like Heineken. We conquered the market here state by state, and we understand that you cannot brew a one-size-fits-all product for all Americans.”
Heineken USA not only imports Heineken Lager, the world’s most international beer brand, but also Heineken Light; Amstel Light, Newcastle Brown Ale, Dos Euis Lager, Dos Equis Ambar, Tecate, Tecate Light, Sol, Carta Blanca and Bohemia brands, and Buckler non-alcoholic brew.
But this brewer is focused on more than just numbers. The multinational started a program to give back to local charities in the communities where its employees live and work called “Heineken with a Heart,” which has raised nearly $1 million to date. Heineken USA is also the exclusive alcohol beverage sponsor of Taxi Magic, an app that helps you virtually hail a cab to help ensure a safe ride .