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Word Count: 315
Heineken has been around for over a hundred years and is today the worlds second best selling beer brand In the 1970s and 80s the company used a very special ad campaign to break into the British and European markets It focused on exaggerating the refreshing qualities of the beer Despite the increasing competition they were successful and the sales tripled Gerald Adrian Heineken founded the Dutch company in the mid 80s It grew fast as its founder toured Europe in search of new ideas and technologies As a result the new bottom fermentation method was taken to use Despite the death of Heineken in 1893 the company remained successful After the liberation of Holland the company faced tough times due to the damage done by the depression in the 30s European sales increased steadily but the company still had problems breaking into the British markets The tied house system of pubs and the taxation of strong brews made it hard to compete In 1951 a weaker lager was launched but sales remained disappointing until the 70s when lagers became more popular In the US markets the company had better results Heineken was the first imported beer launched after the Prohibition was lifted With premium branding it made it as Americas favourite import The company insists that its strengths are the quality of the product and its ability to succeed overseas With increases in the market forecast and new technologies the competition is set to intensify It remains unclear whether the company can handled that and with increasing variety in premium imports they could loose their premium image Todays beer drinkers are not as loyal to brands as before and are more willing to try different ones This is bad news to mass producers like Heineken and it only remains to be seen if the Company will be able to adapt to changing market conditions
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