Heineken has been around for over a hundred years and is today the world's 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 …showed first 75 words of 313 total…

…showed last 75 words of 313 total…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. Today's 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.