From colonial empires to developing countries and on to emerging economies: the international expansion of the Dutch brewery Heineken, 1930-2010

Abstract

This article analyzes the foreign expansion of the Dutch brewery Heineken in countries that were successively seen as colonies, developing countries, and emerging economies. Why did Heineken want to go overseas as early as the 1930s, what advantages could the brewer offer, and what challenges did it face? We found both continuity and flexibility. Heineken used export, licensing, and direct investment, though in different mixes over time. Working with partners and seeking a large geographical spread reduced the risks of working abroad. Initially, Heineken worked with European partners but in later years, it more often found partners locally, or had them forced upon it. For many years, Heineken was always the partner that provided technical expertise and access to financial means, but from the 1970s onward Heineken also became directly involved with marketing and branding policies.