Richest man

Chapter 16 Europe: Shannon de Carvalho Heineken (1)
——Sharon de Carvalho Heinegan: A stickler for the myth of beer. , stick to a myth of wealth.

Shannon de Carvalho Heineken is the stickler.

Her great-grandfather created the most individual brand in the history of the world's beer industry, and her father injected international vitality into the brand.As for her, her problem seems to be to sustain it.Amid speculation that she would sell her company, she told her shareholders: "We are responsible for Heineken's past, present and future."

The once unknown Shannon de Carvalho Heineken became famous for his Dutch Heineken beer.Heineken's Shannon de Carvalho Heineken owns most of the company's shares after the death of the third generation founder, and became the new richest man in the Netherlands.In the 2005 "Forbes" list of the world's richest people, she ranked 49rd with $103 billion.

Heineken, owned by Shannon de Carvalho Heineken, is a beer group with a long history of 142 years. It currently ranks third among the world's brewers, accounting for about 7% of the world's beer market.The obvious difference from other giants is that Heineken is a truly global enterprise. Today, when the world beer market as a whole is becoming saturated or even shrinking, its profits come from markets around the world.Although it may not have any advantages compared with local bosses in various places, this brand is widely regarded as a well-known beer brand in the world that is truly recognized by consumers of various cultural backgrounds.

In addition to the recognition in the international market, in the Netherlands, the birthplace of Heineken beer, Shannon de Carvalho Heineken and Heineken beer are almost as famous as the country's world-famous windmills and tulips.

Since beer is one of the daily drinks of the Dutch, almost every town had a brewery in the Middle Ages, and there were nearly 700 breweries in the Netherlands in its heyday.Today there are only 25 beer breweries left, and these few remaining breweries have been reborn in these years.At the same time, some local bars or small hotels also began to make beer for guests to taste.More importantly, Heineken has almost become a symbol of these Dutch beers in the world, and has brought Dutch beer to the world.For this reason, this country has even specially launched a special tourist route of the Heineken (Heineken) Beer Museum built on the basis of the old Heineken beer factory.On this line, it takes about an hour and a half for tourists to follow the guide to visit the entire beer museum, and then they can drink unlimited Heineken beer.It is said that in Amsterdam, the Heineken (Heineken) Beer Museum is one of the most popular tours.

Now, although Heineken and Shannon de Carvalho Heineken, who have gone through 142 years, still enjoy the glory of their ancestors, they need to face a new mission of how to protect the life of the brand and the growth of wealth.

"I don't sell beer, I sell happiness"

The history of Heineken began in 1864.At the time, only 22-year-old Gerard Heineken - the great-grandfather of Shannon de Carvalho Heineken - bought an old brewery in Amsterdam with a history of more than 400 years. After some hard work, He brewed his ideal beer. In 1873, the Heineken Beer Company was established. Its beer has a smooth and sweet taste, which is very popular in the market, and soon became famous all over the Netherlands.

However, although the company grew day by day, the Heineken family lost its controlling position in Heineken in the early 20s due to high debts, family conflicts and mismanagement. In June 40, 1942-year-old Freddie Heineken entered the company founded by his grandfather.He has a sharp mind and quickly became familiar with the rules of the business circle. By quietly buying shares in Heineken, in 6, he regained control of Heineken for the family."I want to prevent strangers from doing things in my name that I don't approve of," he said at the time.

Freddie Heineken was a long-time Heineken Brewing Company communications officer with a knack for product packaging and merchandising.He personally selected the Heineken logo, and in order to make the traditional Heineken logo more friendly, he also changed the traditional brown color of the Heineken beer bottle to green, and the three letters "e" in the logo were designed with a slight inclination .

In 1971, Freddie Heineken became the president of Heineken. He tried to expand his family business infinitely, and the fact is that he was quite visionary in the beer business.He was the first European brewer to realize that it was possible to expand the beer business beyond its borders.Freddie Heineken's biographer, Barbara Smit, said: "He saw very early on that Europe was going to be one big unified market, while others saw it much later." Under his leadership, Heineken not only gradually entered other European countries, but also traveled across the oceans and landed in Asia, Africa, and Latin America.It can be said that Heineken was far ahead of other competitors in becoming a global brand.In addition, through the cooperation with distributor Leo Van Manshin Sr., Heineken successfully entered the United States, the world's largest beer consumption market, and became the main imported beer in this country.

The US "Business Weekly" once conducted a survey on global brands. In this survey, Heineken ranked second only to Budweiser in the United States.Although Budweiser is superior in sales revenue, its influence is mainly in North America, while Heineken has been recognized all over the world and is the most thoroughly internationalized brand in the beer industry.Even in the United States, Heineken is the most well-known imported beer.It is said that an American wholesaler once invited a group of marketing students to identify a large number of beer bottles with their trademarks torn off.Among them, there was only one bottle that they recognized immediately, and that was the short, thick green bottle of Heineken beer.

可以说是弗雷迪·海涅根在20世纪70、80年代打造完成了全球化喜力的基本模型，在1971—1989年他担任公司总裁期间，喜力真正成为了世界上最多不同国家的人在共同享用的啤酒。

There is another thing in Freddie Heineken's life that is worth writing about: he is the only rich man on the world's rich list who was kidnapped and released.

In November 1983, Freddie Heinegen was kidnapped along with his driver. Fortunately, the Dutch beer tycoon was released after paying an $11 million ransom, most of which was later recovered.After three weeks of ordeal, he still has his sense of humor.Freddie Heineken once said to Sir Frank Roy, chairman of the board of directors of Global Roche Partners, which represented Heineken advertising: "They tortured me and made me drink 'Carlsberg' beer."

After the kidnapping, Freddie Heineken ordered that the Heineken chief executive's office suite must be bulletproof.So to this day, the office of the CEO of Heineken still maintains this tradition-only the door of this office weighs a ton.

Freed Freddie Heineken began to reclusive, and more low-key, but this has not reduced the influence of his personal charm on the Heineken brand.

The 1993 beer recall incident is a clear example of Freddie Heineken's own behavior to create Heineken's personality. In August 1993, Heineken announced the recall of a glass bottled beer that had been released to the markets of eight countries and regions including Australia, Switzerland, the United Kingdom, and Hong Kong.The reason is that the company detected glass shards in the beer production process, so it suspected that the beer that had been put on the foreign market might contain "dangerous goods" that had not been detected.Freddie Heineken declared to the media not to buy his own beer.

Freddie Heineken recalled the beer that had been released in eight countries and regions. Although the economic loss was huge and the market risk was huge, Freddie Heineken was convinced that Heineken was the For the best beer brand, doing so will only make people believe in Heineken more. Compared with the price paid for recycling beer, Heineken will gain more benefits, and this benefit will also be potential and long-term.

In 1989, Freddie gave up the chairmanship of Heineken's management committee, but he still served as the chairman of Heinegen Holdings in the Netherlands, and controlled 50.005% of Heineken's shares through this independently accounted holding company. So as to ensure the controlling interest in Heineken.However, even after leaving the company, Freddie Heineken still did not give up his attention to the company. He chose to live only a short distance from the company headquarters and often talked with his successor, Karel Wilstein. conversation.

On January 2002, 1, 3 years after leaving Heineken, Freddie Heineken died peacefully at his home in Noordwijk, the Netherlands, at the age of 13. When he passed away, his wife of 78 years, Lu He was accompanied by Seale and their only daughter, Shannon de Carvalho Heinegan.On this day, Shannon de Carvalho Heineken officially took charge of the Heineken company and the Heineken brand owned by the company, and became the new richest man in the Netherlands.

Freddie Heineken, who influenced the world's beer pattern for half a century, is gone, and what he often said is so strange: "I don't sell beer, I sell happiness."

Make the world smile - Heineken advertising

Freddie Heineken's humor or his extraordinary talents in product packaging and marketing are the basis for every Heineken advertisement to be popular-in the beer industry, only Budweiser's little ant can match it .

What Heineken advertising has given Heineken beer is a unique personality. Its weird, witty and upside-down style has made it uniquely recognized in a huge market that looks similar on the surface.

In the 20s and 70s, Heineken launched a very effective advertising campaign into the UK market under the leadership of Freddie Heineken.For a long time, this market has been occupied by locally produced Ale and Bitter.The advertising of Heineken beer focuses on emphasizing its refreshing, and the Pilsner it provides is all iced.At the same time, Heineken also inherited the beer tradition of the European continent.This strategic design is mainly used to attract young people.Drinking Heineken beer is a lot of fun.At the time, Heineken’s ad opted for a cynical, even slightly risqué subject matter that stood in stark contrast to the stale, blue-collar image of the local beer.

Under the behest of Freddie Heineken, from 1974 to 1985, Heineken launched a series of adverts that were praised by the outside world.For example, in print advertisements, Heineken beer can stretch the ears of Mr. Spock (a character in a famous American science fiction movie, similar to Shunfeng’s ear), make Rudolph (Santa Claus)’s red nose red again, and make the villain Ain (the most famous villain in American cinema) transforms into an angel with a halo.Such is the power of this fight that Heineken has become an everyday phrase, even a comedian's humor.People who drink Heineken will feel how different they have become.

In the late 20s, Heineken launched a series of advertisements for beauties and beer. After these advertisements landed in China, they were regarded as masterpieces by many people in the advertising industry.China Advertising Network once described one of them:
In the lyrical English singing, a man is shopping in a supermarket.Suddenly, his eyes are drawn to a beautiful woman who is struggling on tiptoe, trying to get the top shelf of beer.The man walked over, and the lady had bright eyes and bright teeth, and a charming smile.The man helped her take down the remaining two bottles of Heineken beer. The lady looked at him with a grateful and charming smile. Perhaps she had encountered many such men who took the initiative to strike up a conversation and help in her life.If the story ends here, and the two fall in love with each other over beer, it will be a mediocre romance.But this is a commercial film, and the thinking of the advertiser is not based on common sense.

After the man got the beer, his facial expression changed and his smile turned to embarrassment.He swept away his previous gentlemanly demeanor and unexpectedly put the beer in his arms. Fearing that the lady would snatch it from him, he ran away in a hurry, leaving the unbelievable lady and the audience.Seeing this, a humorous and innovative commercial highlights its full shape, and the audience can't help but laugh.

Heineken made another joke with everyone. It has always been a very old theme of beautiful women with fine wine. Looking at the whole film, there is no fresh element, and they are all common ingredients.But Heineken made a different choice - the relationship between beauties, wine, and ball games in life has always been difficult for men to balance, and nine out of ten have the experience of having trouble with their wives because of wine - Heineken's unique brand Personality, vivid picture.

In addition to this advertisement, Heineken’s other advertisement for beauty and wine is also well received:
(End of this chapter)