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05-28-2014, 12:43 AM
Behind the Brew: How Heineken Drafts Its Viral Branding
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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.
See also: Why 3M's Marketing Sticks With Millennials and DIY'ers (http://mashable.com/2014/05/21/3m-post-it-marketing-strategy/?utm_medium=feed&utm_source=rss)
One such man was Gerard Adriaan Heineken (http://Heineken.com), 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... (http://mashable.com/2014/05/27/heineken-marketing-strategy/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)
More about Heineken (http://mashable.com/category/heineken/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Business (http://mashable.com/business/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Advertising (http://mashable.com/advertising/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Marketing (http://mashable.com/marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), and Supported (http://mashable.com/category/supported/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)http://ad.doubleclick.net/ad/mash.to/rss;pos=atf;tag=ad;mtype=standard;type=rss;sz=300x 250;ord=1401220911 (http://ad.doubleclick.net/jump/mash.to/rss;pos=atf;tag=ad;mtype=standard;type=rss;sz=300x 250;ord=1401220911)http://feeds.feedburner.com/~r/Mashable/~4/Yc9mcwu3xZQ
http://rack.0.mshcdn.com/media/ZgkyMDE0LzA1LzI3LzE5L2hlaW5la2VuYm90LmYyYzMzLmpwZw pwCXRodW1iCTU3NXgzMjMjCmUJanBn/9c6a7bb8/c51/heineken-bottles.jpghttp://rack.3.mshcdn.com/assets/feed-tw-df3e816c4e85a109d6e247013aed8d66.jpg (http://twitter.com/share?via=Mashable&text=Behind+the+Brew%3A+How+Heineken+Drafts+Its+Vi ral+Branding&src=http%3A%2F%2Fmashable.com%2F2014%2F05%2F27%2Fh eineken-marketing-strategy%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss)htt p://rack.1.mshcdn.com/assets/feed-fb-fdab25e3700868c9621fb03b7fd07c38.jpg (http://www.facebook.com/sharer.php?u=http%3A%2F%2Fmashable.com%2F2014%2F05 %2F27%2Fheineken-marketing-strategy%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss&src=sp)
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.
See also: Why 3M's Marketing Sticks With Millennials and DIY'ers (http://mashable.com/2014/05/21/3m-post-it-marketing-strategy/?utm_medium=feed&utm_source=rss)
One such man was Gerard Adriaan Heineken (http://Heineken.com), 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... (http://mashable.com/2014/05/27/heineken-marketing-strategy/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)
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