All language subtitles for The.Magic.Of.Heineken.2014.1080p.WEBRip.x265-RARBG2_English

To brew beer, you need barley
and yeast, hops, and water.

But more than a century ago,

my grandfather,
and after him, my father,

wanted to do more
than just brew beer.

They wanted to make
a quality product.

And this meant
good materials,

advanced brewing methods,
thorough research,

and the efforts
of a lot of people.

Results came soon.
We were getting known,

and we developed
into a worldwide enterprise.

What this enterprise looks like,
I would like to show you now.

♪ I wished I lived
in the Golden Age ♪

♪ Giving it up
on the Broadway stage ♪

♪ Hang with the rats
and smoke cigars ♪

♪ Have a break with Frank
and count the stars ♪

♪ Dressed to the nines
with hair to match ♪

♪ Shiny jewels, casino cash

♪ Tapping feet
Wanna take the lead ♪

♪ A trip back in time
is all I need ♪

♪ Oh, sing it out loud
Gonna get back, honey ♪

♪ Sing it out loud
Get away with me ♪

♪ Sing it out loud
on a trip back, honey ♪

♪ Sing it out loud
and let yourself free ♪

♪ Ooh

♪ Ooh, ooh

♪ Ooh, ooh

♪ Ooh, ooh, ooh

♪ I'm on my way
Gonna make it big ♪

♪ Gonna make these songs
for the chicks to dig ♪

♪ It's really hot
and a little bit sour ♪

♪ We're getting your strength
to maximum power ♪

♪ Flying away from reality

♪ Whatever ever happened
to gravity ♪

♪ I see it clear
A shooting star ♪

♪ And I'm really good singer
like da-da-da ♪

♪ Sing it out loud
Gonna get back, honey ♪

♪ Sing it out loud
Get away with me ♪

♪ Sing it out loud
on a trip back, honey ♪

♪ Sing it out loud
and let yourself free ♪

♪ Yeah

♪ Hey

♪ Hey

♪ Ohh

[doorbell rings]

[dog barking]

- Hello.
- Hello.

How are you?

[speaking Dutch]

On this location,
the brewery of the Haystack

was founded
in the 16th century.

It was bought by Gerald Adrien
Heineken officially

in 1864.

Heineken,
after buying this brewery,

he knew what he wanted.

He already had a vision
that he wanted to establish

a new brewery to heighten
the quality of beer.

I arrived in the city today.

It's even more than
I had dared to hope.

[woman singing]

No need to worry, Mother.
I've got my eyes wide open.

[snoring]

Huh?

Beer, please.

Jenever.

I'm sure to find
my place here.

It just might take
a little time.

To find one's true calling is, as they say,

like searching
for a needle in a haystack.

But I'm determined to find it.

It's an incredible
opportunity, Mother.

But why not make
a partial investment, Gerard?

Why must you buy
the whole company?

It has to be all or nothing.

Then you found your needle,
after all.

Not yet.
But I found a haystack.

Gerald Heineken
bought the Haystack.

And the big problem was
that a lot of citizens

were complaining about noises
and the smell of this brewery.

So Gerald Heineken was
forced to leave the Haystack

and to build a new brewery
at the Stadhouderskade.

The first brewery
that Gerald Heineken built,

you can see
right in the middle.

At the right you can see
the new production plant.

And that was built
in the 30's.

Step up and try
the finest new Dutch pilsner!

Heineken's crisp, clear,
bottom-fermented

gentleman's beer.

Ms. Tindal.

May a lady sample
your gentleman's beer?

Oh, yes.

Of course.

Hmm.

I'd say it has potential.

This is the villa
of the family Heineken.

When he built
the new Heineken brewery,

he also built this villa.

Right up there,

right from his living room,
he could look at the brewery.

That's what I call
total control of business.

Not many in the world realize
that Heineken beer

is connected with
the Heineken family.

A lot of people by the way,
internationally,

think that Heineken
comes from Germany.

But in Holland,
everybody knows,

and the Dutch people
are proud of, you know,

Dutch, let's say, brands,

which have been successful
internationally.

This conference center
is impressive, isn't it?

Look at that building
over there. See?

This is the new part
of Guangzhou.

Should have come by motorbike.

Back in the old days we used to
have the police car, remember?

- A few, yes.
- In Shanghai.

With police escorts.

Those days may have passed.

Yes, I think
they probably have.

This is very exciting.

It was something we talked about
probably about six months ago,

the opening
of the Guangzhou brewery

to serve the greater
Guangdong province.

Okay, here we are.

This is where it was started.

Some three years ago,
we had got this vision

of a two million hectoliter
brewery.

That brewery would brew
Heineken, Tiger,

and also Anchor brand.

Originally, we do not plan
for a big brewery opening.

We'd only been told, let's say,
I think two or three months ago

that the Heineken family's
coming.

So therefore, we had to quickly
scramble for a ceremony.

It's complex
because of the size.

The amount
of different countries.

Because,
unlike Anheuser-Busch,

who basically owned
the United States--

one language, one legal system,
one taxation system,

one currency,
one advertising campaign.

We are in
70 operating companies.

70 operating companies
and selling in 180 countries.

It's just a complex--
That's the complexity.

The product is simple.

One product.
We're not like Kraft.

We don't do cheese,
chocolate,

spreads, processed food.

Just one product.

But our beer would never have
become Heineken

without our A-yeast,

which,
upon my grandfather's request,

was developed by Dr. Elian
in 1886

in this very same small flask.

And it is this A-yeast, which is
to a large extent responsible

for the fine taste of our beer.

Do any of you even drink beer?

Pour it in the canal.
It is ruined.

Undrinkable!

Tea, Dr. Elion?

No, thank you, Mrs. Heineken.

So you see our problem, Doctor?

Our brewmaster, Mr. Feltman,
is a very exacting fellow.

Which is precisely
why we hired him.

The trouble is consistency.

We've tried everything.

The latest equipment.

New barrels.

Approved!

We even import ice...
from Norway.

But still, it's the yeast
that's the problem, Doctor.

What we need is a new strain...

...of yeast to ensure every
batch is consistently perfect.

Who's gonna know
the difference?

What?! What did you say?!

[horse neighs]

[man groans]

As soon as possible, Doctor.

[crack]

What shall we call it?

I give you... A-Yeast.

♪ [fanfare]

That will do, Doctor.

And the Grand Prix gold medal
for best beer

is awarded to
Heineken's of Holland.

Congratulations, my love.
You finally found your needle.

This is barley.

This is yeast.

These are hops.

This is Heineken.

The Heineken recipe has been
around for a long, long time.

Dr. Elion isolated a yeast cell,

which has been kept alive
for all that time till now

because yeast grows
by cloning itself.

So a yeast is a clone
from a clone from a clone.

So that yeast is alive,

and that yeast is the basis
for our pilsner.

We're now at the storage
of our yeast.

This is a minus-85 Celsius
freezer.

We have a monitoring system.

As soon as it hits
minus-80 degrees Celsius,

an alarm system
will start to work.

It will phone--
The fridge will phone

the responsible person
in the laboratory

to come and check
what's happening.

But just yeast only
is not going to help you.

The combination of the yeast
and the raw materials

makes the beer.

This region must be special

because we produce
the best hops in the world.

If you drink a Heineken beer,

you will recognize
our beautiful hop aroma.

Hops gives the beer a very
special flavor and bitterness,

and it makes it beautiful.

You take a cone,
roll it in front of your ear,

and if it's sounding
like very crispy paper ball,

then it's mature,
and then it's ready to harvest.

At the hop farm,

each farmer has
a hop picking machine,

where metal fingers strip off
and away all the cones.

The cone is the part of
the plant where the flavor is.

And these hop cones
you put into the kiln,

and after 4 1/2 or 5 hours
of drying,

you get ready-dried hops.

If you see
a very tiny hop plant,

and after six or seven weeks,

it's grown up
to a height of 7 meters.

I look into the nature.

There are so many things
which are beyond science.

There are more than
200 different compounds

in the hop cone,

and only 10% is, till now,

explored scientifically.

So there must be
something magic around hops.

[speaking French]

We basically start
with germinated barley,

which is called malt.

We put the malt
into a big vessel,

we add water to it.

Water is the main ingredient,
and 95% of the beer is water.

We take in the water,
we clean it out,

and then add the salts back,
which we need.

The salts,
which are in the water,

influence the behavior
in the processing.

We increase the temperature
step by step.

We also add hops there,

and we want the hops
to be transformed

into the nice bitter components
that we have in the beer.

We cool it down to 7 degrees.

After that step, we have the
sugary liquid called "wort,"

which we want to ferment
with our yeast.

When the yeast gets its food,
which is the wort,

it sees the sugar and eats,

and then it produces alcohol
and carbon dioxide

we need for our beer.

The characteristic smell
of Heineken

is a fruity smell,
and we call this esters.

And this smell is
well-produced by our yeast.

And if you have a vertical tank

with a lot of liquid
on top of the yeast,

it makes the smell less easy.

In a horizontal tank,
we can guarantee

that the Heineken yeast
is producing these esters.

And this is unique
to the Heineken world.

This is the bright beer storage.

Bright beer is the beer
ready to go in the bottle.

This is the freshest beer
possible.

You can't get any fresher beer
than this.

I think it's a big thing for us,

not just for ourselves,
if I can say so,

I think for the employees
of the company as well.

It's not often that you see
Mr. and Mrs. Heineken himself.

So I think they are all
quite pumped up.

Everybody will be there.

It's also an opportunity
for them to ask questions.

I think they have a lot
of questions as well.

They want to know
where we go from here.

You know, why did we
choose Guangzhou.

So we are expecting
questions like that.

So, uh...

we're gonna get grilled.

Grilled!

My father, to be fair,
did not travel an awful lot

after the age
of about 40 or 45.

So in the end, not many people
that lived a bit further away

were visited by him.

They might come to Amsterdam,

but he didn't actually
go there.

So we're very interested
to get to know

our companies
and our operations,

and we have,
in the last few years,

been to several places
around the world

and continue to do so without
wanting to disturb anyone

and make a big fuss about us
because that's not the idea.

- Hi, good afternoon.
- Thank you very much

Thank you very much.

The fact that
the Heineken family

are here at the event itself,

it gives a face to the brand,
to the company itself.

I think that's good
not just for the employees,

but for the market as well.

Mr. de Carvalho.

How do you do, sir?
My daughter Louisa.

- Daughter?
- Daughter, yes.

Not my second wife.

[laughter]

This is the boss.
This is the boss.

He's the banker, so if you
need money, you go to him.

If you need beer,
you come to me.

[laughter]

- That's how we work.
- Exactly.

Ladies and gentlemen,
good afternoon.

Welcome to the opening ceremony

of Guangzhou Asia Pacific
Brewery.

Today we have friends
from around the world,

and we would like
to thank you for your support

of Guangzhou Asia Pacific
Brewery.

[speaking Chinese]

Mr. Michel de Carvalho,
member of the Heineken family.

Family-owned companies are,
most of the time,

driven by the passion
and the motivation

of the owner and the family.

Mrs. Charlene Heineken,
member of the Heineken family.

Mr. van Boxmeer,
chairman of the executive board

and CEO of Heineken NV.

Please put your right hand
on the handle bar.

5, 4...

3, 2, 1!

Ladies and gentlemen, the moment
we've been waiting for is here.

[speaking Chinese]

Our ceremony heralds the arrival
of Heineken in Guangzhou

to better provide
excellent service

to consumers in South China
and the country.

Next, Mr. Malcolm Tan will give
a souvenir to Mr. van Boxmeer.

The gift given is
a Nanhai model ship.

It symbolizes China's marine
silk road and overseas trade.

We hope our historic friendship

will carry on generation
to generation.

Very auspicious.

Holland is a small nation
at the frontier of a continent,

on the edge of the sea.

Here, the ocean
is always present,

pressing in, reminding us
of shores beyond our own.

We looked out at the sea
and wandered.

We became explorers
and travelers,

merchants and traders.

What we at first
crafted for our own,

we would share with the world.

And the more we understood just
how vast the world really was,

the smaller it became.

He says the boats
are ready to go upriver.

Please, lead the way.

But first we have a beer!

It was 50 years ago that
my father founded this company,

and as I become
its director today,

it's his vision we honor,

and his good beginning
we celebrate.

The world will change
and grow smaller still.

What will remain
is our investment

in a better,
more prosperous future

for everyone.

[applause]

Zoeterwoude is actually
the biggest brewery

in the Heineken group worldwide

and also the biggest brewery
of all the brewers in Europe.

Most of this beer
goes to the United States.

We have a brewery,
which, in total,

makes about 10 million
hectoliters of beer a year.

If you would put
all those bottles in a row,

you will have a line which goes
around the world four times.

We are talking
incredible amounts of beer

that the customers
allow us to produce.

Let's put it that way.

If you look at what
the Netherlands is,

it's a trades nation.

Early on, people have been
sailing all parts of the world.

If you look back
in between the two World Wars,

we have been sailing our product

in all the former
British and French

and Belgian and Portuguese
colonies around the world.

We have been shipping beer
to the United States

when prohibition was lifted.

We had Heineken sold
in the times of Mao Tse Tung

in Beijing.

We had Heineken sold on draft

in the times of Brezhnev
in Hotel Ukraine in Moscow.

So we were a global product
long before, again,

long before the world
went really global

as we know it today.

Freddy knew Holland as a home
base for Heineken is too small.

That means we need
a strong position in Europe.

That's our home base.

At the same time, he developed
the concept of Fortress Europe.

I had one discussion
with Mr. Heineken.

I said, "What do you expect
from me on Europe?"

He said, "I want to be
the Budweiser of Europe

in 10 years time"

And that was the last
instruction I got on Europe.

We had very little there.

We had a brewery, of course,
in the Netherlands.

We had a brewery in Greece,

which had been taken over
through the Amstel deal,

and we started with France,

then we moved to Italy.

We bought Moretti in Rome
and all that sort of thing.

Then we said, "Lets go to
Spain," and we got La Aguila.

Then we did the acquisitions
in Eastern Europe.

It started with Hungary,
Slovakia, and then Poland.

So what you're trying to do

is to find the pearls
in other countries,

try to acquire them,

and then together build
a string of pearls in Europe.

If everything goes
the way I hope it'll go,

the company has
ample possibilities

to still grow quite a bit.

If in five years time
we could be,

let's say 30 to 40% larger

and more profitable
than we are now,

I think it's possible.

We have been also acquiring
breweries around the world.

And these breweries, we operate
them with local portfolios

because the bulk of the volume
is often local brands.

You will see a brand
like Zywiec.

It's an iconic and
blockbuster brand for Poland.

Or Cristal for Chileans,
Tecate for Mexicans

or Sol for people who live in
the southern part of Mexico.

Only 15% of our volume
is Heineken.

When you go into
another country,

you buy a brewery,
you buy brands with it.

This is your way to, through
their distribution system,

to sell Heineken.

By buying the beer divisions
of FEMSA,

overnight we owned
Dos Equis, Tecate,

Sol, Bohemia,

a big portfolio
of great Mexican beers.

♪ [Spanish]

We exchanged our brewery
for Heineken shares.

It was the toughest decision
in the history of the company.

We discussed at length this
with the family,

with Charlene and Michel
and even the kids,

and we asked them, "Would you
consider us as your cousins?"

And they said,
"Yes, we don't have cousins.

The kids don't have cousins.

We're glad to consider you
and your kids as cousins."

And that helped us a lot
to make the decision.

And we are now the second
largest shareholder of Heineken.

And of course each time
you open up new territories,

you make sure that you not just
impose your own culture, no.

You blend in the cultures
in your culture.

If you think that out of
an office in Amsterdam

you can decide how the company
should be managed in Greece

Or in Romania
or in Vietnam

or in Indonesia
or in Nigeria,

you're fooling yourself.

Ladies and gentlemen, please,
your eye line, right here.

I think where we can be slightly
different from other companies

is that we can have
a longer-term view,

whereas sometimes
a totally public company

has more pressure
to perform quickly.

So this is, I think, important.

[speaking Dutch]

Mr. Heineken was
not traveling a lot.

He was not meeting
that many people.

He was very famous,

whereas Charlene and Michel,
they travel all over the world.

They make eye-to-eye contact

with much more people
in the company.

So Michel and Charlene,
they developed, I think,

their own genuine style.

To meet her, for people
around the world, is a joy.

Not because they knew
her father, many of them,

but it's an absolute joy
to think there is somebody

who's part of this brewery

and whose great grandfather
in 1864 started the business.

And I think it's something
Heineken has an advantage of

because there isn't a Mr. Foster
and there isn't a Mr. Carlsberg.

Thank you.
I hope to see you soon.

Thank you.
You have a great team here.

Soon. Sooner than
three years later.

Okay.

Time to party.

[laughter]

Good job.

[exhales]

♪

This container also contains
a special present

for yourself, Leo.

A few years ago,
you and I made a bet

about how many cans of
Heineken beer you would sell

in the United States.

My estimation turned out
to be too optimistic,

so you won the bet.

It was stupid of me to make
this bet in the first place

because, after all,
it's your organization,

thus you, yourself,

who decided how many cans
you were going to sell,

- so how could I win?
- [laughter]

Get the map.
Ask me another one.

- Please!
- Pick one.

- Kansas.
- Topeka.

Hah!

How do we know if Americans
still have a taste for beer?

Every state
with its own capital.

Would they have ended
prohibition if they didn't?

Still, that's no guarantee
they'll drink Heineken's.

What we need in America

is someone who knows
how to sell beer.

May I recommend Heineken's?

Someone who believes
in the product.

All I ever drink myself.

Someone who can talk to people.

Drink a real beer
before you get to America.

Yes, sir?

I'm Stikker.
This is Mr. Feith.

What's your name,
my good man?

Leo van Munching, sir.

Tell me, Leo,
have you ever been to Topeka?

Not to worry, gentlemen!
This used to be New Amsterdam!

America's going to love us!

Imported? No!

Never heard of it.

How am I supposed to sell that?

How much?

Don't you know
there's a depression on?

Hey, got a dime?

No, but I've got beer.

Ah! To you, sir.
A scholar and a gentleman.

I'm neither, I'm afraid.

Say, where'd you get this stuff?

- I'm a failure.
- Oh, from Holland.

I'm not cut out for America.

Hey, pal,
America's not so hard to figure.

You can be anything.

You just gotta know who you are
and what you want.

And who are you, my friend?

Me? I'm drinking
the best of beers.

Tonight I'm a millionaire.

It's the best of beers.

I'll take 20 cases.

Your attention for this special announcement.

German forces have begun their
invasion of Dutch territory.

All citizens are advised to take immediate precautions.

After the Second World War
was over,

Heineken has been very active
building a lot of breweries.

We entered Nigeria,
French Congo, Belgian Congo,

Rwanda, Burundi
between 1948 and 1958.

It pays off that we stayed,
as Heineken,

we stayed committed
in difficult years.

Not only because we have
a business opportunity there,

but also for the people
we had there.

Beer culture
has always been there.

They were making beer already
before we knew how to make it.

So we feel, if you are
in a big African country,

as an international, of course
you are here to make money.

But if you make money
in such a way

that you can spread the money
in investment, raw materials,

jobs, training,
education, health.

Those are all the elements
we work on.

Yeah, well, here you see
the real old, traditional,

beautiful brew house.

This copper brewery, you'll
find it all over Africa still.

In Nigeria, here in the DRC,

and you will see a lot of
the same design in a brew house.

This lauter tun is real.

The traditional lauter tun
as we had it 40, 50 years ago.

So within Heineken, I'm pretty
sure this is the last brew house

which still operates with
the manual lauter tun process.

These type of breweries,
I always like to compare

to a ship on the high sea.

It is there,
it cannot get help.

So you got engineers on board

who have to repair machines
which break down.

So they got their own people
making spare parts,

getting the things to work,

otherwise they cannot
reach the shore.

So here we make ice blocks.

That's for our clients
to serve cold beer

In the city, there is no power.

That's why we produce ice

to sell to them.

So here we see a truck
with big ice blocks.

We have four lines
that produce ice.

We can make 3, 4,000 blocks
every day.

And also these trucks
leave early in the morning

to deliver them
to the big bars and other points

where then people come to
collect to put them in their bar

or in their icebox.

- Bonjour.
- Bonjour.

[speaking French]

We gotta make sure that all our
beers are of impeccable quality.

We take samples directly
from the brewery.

And we also collect samples
anonymously,

and they're sent
to our central lab,

and they are analyzed.

Not only of the Heineken brands,

but also of
all our local brands.

So all 235 brands
are centrally controlled.

[Speaking Dutch]

Well, this is the room of
the gas chromatograph olfactory,

or the "nose" machine.

And we are measuring
compounds of beer.

The quality awards,

awards for breweries
who do this at their best.

And breweries are very
competitive in getting there.

The one who is most consistent
in performing

is Vietnam breweries.

This is Mr. Hu.

Mr. Hu is an expert
on the biochemistry of beer.

He is our secret weapon
for producing

the best beer on earth.

Here at the central lab
of the brewery,

we perform three kinds of tests:

the physical-chemical,

the microbiological,

and the taste test.

Every batch of beer you drink,

we perform more than
200 analyses.

[Vietnamese accent]

[speaking Chinese]

[Polish accent]

[Speaking Polish]

[Speaking Polish]

The Caledonia Brewery
as it is at the moment,

we've been lucky to inherit
these coppers,

and we see no reason
to change it.

Produces a very distinct flavor
in the beer,

a caramelization of the sugars,

and the way the wort boils
into the hops

gives it a very distinct flavor.

You can see the constraints
of the brewery.

I can almost describe it
as dungeons and dragons.

Very traditional,

gravity orientated,
traditional brewing methods.

From the outset, the first
Heineken representative

that came to the site
liked the brewery

and liked the beer
that we produce here.

At no time have they told us
to change the style of the beer

that we're doing.

For us, as sort of old
Scottish Newcastle employees,

people always said Heineken
made it very easy to do business

because it's warm,
it's friendly,

it's still a family business.

The only annoying thing is
you go to the Netherlands,

and they speak better English
than you, but...

[laughs]

If you are not
renewing yourself,

you risk to become
your father's beer.

You're too late.

So, yes, you're the beer
of the father,

but you must be attractive
for the son as well.

We start engaging in
a sort of daily conversation

on Twitter, on Facebook.

So that type of thing
we can post about something,

which is happening somewhere.

And that's a fantastic way
for people around the world

to connect with each other,

as well to share experiences
between the different countries.

Sponsorship is
a very specific art

because, on the one hand,
you would say

why don't you stick to
the traditional advertising.

On the other hand,
being a beer brand,

you want to be part
of the conversation.

And sport is you're talking
to the passion of the people.

And sponsoring, in general,
is that.

So it's music
and sport and film.

There's not a day
that goes by

that Heineken's not involved
with festivals.

Being part of a music festival
as a consumer

is always a very important
moment in your life.

So that's a moment with
a lot of social interactions.

That's a moment
which is pretty intense

because you are going to watch
the band that you are fond of.

But the most important thing is,
how do you activate it?

It's not just plastering
your name on an event.

You must prove to consumers
that being part of that event

makes it better.

The final of
the Champions League

is one of the biggest single
sporting events in the world.

People are living it,
staying awake for it,

and we are part of that.

And having properties
like the Champions League,

like Rugby World Cup,

like the Heineken
St. Maarten Regatta,

that is something
that Heineken only can do.

The U.S. Open is a huge,
massive, upscale social event

in New York,
in the month of September

that Heineken
wants to be part of.

Those are the things.

So if we go in there,
we go in there big.

[speaking Dutch]

Yeah!
[laughs]

Yes!

[shatters]

If you look back on the 47 years
you've spent in this company,

what has been
your greatest contribution

to the success of it?

My contribution to its success
is actually an accident.

The fact that my parents
thought it was a good idea

to send me
to the United States,

where I lived
for close to three years,

selling beer
and going around,

going to school
a little bit, too.

And when I came back,
I'd seen the future.

I'd seen everybody
had refrigerators.

Many people were starting
to have televisions.

Supermarkets existed,
liquor stores, specialty stores,

all the kind of things
we'd hardly seen here.

The difficulty was
when I came back here

that I believed
that Europe and the world

would slowly start
looking like America.

Everybody said, "You're crazy.
It's never gonna happen.

But if you look around now,
it certainly--

Los Angeles and Amsterdam
look a lot more alike

than they did in 1932.

That I can promise you.

So you had seen the future
already more or less,

so it must have been
an easy task for you.

No, it was easy to know
what I wanted,

but it was more difficult
to convince a lot of people.

After all, I was 24 years old,

and when you're 20 years old,
you're obviously an idiot.

Mr. Stikker.

Freddy, your father
needs to see you.

Papa!

I thought if I could
just keep the breweries

open through the war,

if we could just outlast it,
I could save the company.

But you did, Papa.
The war is over.

- We're still here.
- Freddy, listen to me.

The company will go on, but...

it will not be for us
to decide how it will grow.

- Not for us?
- The capital increases.

These new taxes.
It's impossible.

What, Papa?

I couldn't afford
to keep it, Freddy.

I had to sell
the family share.

It's not ours
to control anymore.

I'd like to have seen what
you would have done with it.

I'm sorry.

The board will see you now.

Unfortunately, Freddy,
at this time...

We just don't see a place
for you at the brewery.

In Holland, that is.

At least for the time being.

However, there may be
one opportunity for you.

We think you'd be
better suited for America.

Hey, Joe, how's business?

Better every day.
Friend of yours is here.

Freddy!

Let me introduce you.
Lucille Cummins, family friend.

We were just having a drink.

I'm Alfred.
Everyone calls me Freddy.

Hello, Freddy.

Why don't I get us
another round?

Care to dance?

We're going to miss you, Freddy.

I've got some business
back home.

Freddy, the board
doesn't want you in Holland.

If you go back, what do you
think they're gonna let you do?

You'll be reviewing
loan requests.

Now, if you look in...

Dear Papa, now that
I've returned to Holland,

the board doesn't know
what to do with me.

So they've exiled me to a bank.

"Work placement training,"
they're calling it.

Far from the brewery.

My intention is to try,
during my lifetime,

to ensure that ownership
of the brewery

is returned to our family.

So I've set up a company

to quietly purchase
Heineken shares.

until we own a majority stake
once more.

I know this is
a very ambitious plan

since it requires borrowing
a great deal of money.

And perhaps
even bluffing a little.

When your name's at stake,
you don't want other people

to start doing
strange things with it.

Freddy?

All or nothing.

I went with a friend
to California

because we had not seen
California.

I haven't seen these albums
for so long.

This is New York, I think.
I don't know.

Then, in the course of going out
and seeing the world,

I met Freddy.

I was out with a friend.
He knew the friend,

and the friend,
he came in to say hello,

and the friend said, "Oh, please
come and have dinner with us."

So he did.

Then the telephone calls came
and what have you,

and all of a sudden,
you were out with Freddy.

He said, after a few days,
"I'm going to marry you."

And I said, "Well..."
[laughs]

And that was a year-and-a-half,
and we did do it.

He was a good talker.
He was a very good talker.

I would say that Freddy Heineken
was probably,

at every stage of his life,

20 to 30 years ahead
of his peers.

Because, probably,
his years in America,

he got an insight
in what marketing could be

for a beer brand
in a very particular way.

Transforming of the color code,
he opted for green.

The smiling E's in "Heineken,"

making it a much more
friendly appearance

than the old
straight-letter types

were kind of landmark changes
to our brand.

I had just come back
from my honeymoon,

which was only about a week.

And my mother called me
at about 7:30 in the evening

and said they think your father
may have been kidnapped.

[speaking Dutch]

We were at
my mother-in-law's house,

which, within hours,

was like a fortress
under siege with cameras

because it's a big story,

you know, the kidnapping
of Freddy Heineken.

There were people on the floor
sleeping here, you know.

That room over there,

in the biblioteque,
whatever you call it,

was where the high command was,
you know.

All sorts of wires and things,

and then the waiting for
telephone calls, you know.

[speaking Dutch]

After all the negotiations,

then we had the trouble
that they were not released,

although the money was dropped,

and it was a hell of a lot
of money at the time.

The break came when the police
were told by someone

that they thought
that he was being kept

in a particular warehouse.

They went in the evening,

and they went right through
this timber factory

and didn't find anything.

One of the policemen
tripped over,

did this,
and felt a seam in the wall,

and that was the hidden door.

And behind that hidden door
were the two bunkers.

And they found them.

[speaking Dutch]

I was in New York one morning
in a hotel,

and I was having coffee before
setting off for a meeting,

and on the news it came up that
he'd been found and he was safe.

And I thought, "What a relief.
What a fabulous thing."

So I finished my coffee,

and I thought I'll ring him
in a few days.

And the phone rang,
and I picked up, and he said,

"Oh, hello, Frank.
It's Freddy"

And he had this wonderful
English voice.

I said, "Good God, I've just
seen on the television.

You're safe, Freddy"
I said, "Are you all right?"

He said, "Well, you know,
they tortured me."

I don't know what you would say
to somebody who says that.

I said, "Freddy, I don't
remember. Was it terrible?"

He said, "Yes, they made me
drink Carlsberg!"

And that was Freddy all over.

Even in the-- Now I'm sure he
sat there waiting to be found,

thinking up his jokes
that he would make.

But he was a wonderful man,
and I really grew to love him.

Ad men don't say that
about clients very often.

I grew to love him,

and we became friends
until he sadly died.

I smile
when I think of Freddy.

I just smile.

I must say that I still refer
quite often to him.

Also, of business discussions,

then I think, at least,
"What would Freddy have done?"

Because he has had an enormous
influence in this company,

and he was wise,

and so is Charlene.

There's a huge amount of pride

and a huge amount of will
to keep this going,

but I do feel very much
that it's not really mine.

It's not my company.

It's something
that was handed to me,

and which I will be
trying to hand on,

if I can manage that.

But it doesn't feel like mine,
as such.

It's everybody's, you know.
It's everybody who made it.

It's everybody who works in it,

and I'd like to see it
continue like that.

Companies need to continuously--
like families-- rejuvenate.

That's why you're here.

You're the next generation
of Heineken.

You're the fifth generation.

I'm relying on you
as the core.

Charlene and I will be
looking down one day at you,

as Graddles is probably
looking down at us right now,

sitting here in the pub,

hopefully saying,
"At least they're trying.

At least they're trying."

We are in many countries
where we feel, as brewers,

to be in a privileged position,

and the people
who work in the brewery

are in a privileged position
because they get medical help,

they get a good salary,

they are in
a protected environment.

But around that, you see
that there is a lot of needs.

♪ [women singing]

[Nigerian accent]

We have among us today,
my brothers and sisters,

the granddaughter of Heineken
is here.

Granddaughter of Heineken
is with us here,

all the way from Holland.

So, please, ladies and
gentlemen, take it easy.

Pregnant women first.

Pregnant women first.

I'm very pleased about
the level of healthcare

we're offering in Africa.

But there's not
too many companies

where the global health aspect

is so much taken in account.

It's not just about
selling as much as possible

or having as much as possible,
dividends.

It's also the way
you operate in a society.

These people you save
the lives of is quite important.

I think we've set an example
in, for instance, HIV,

our workplace programs.

We were very progressive
in that,

in the sense that NGOs
and other employers

in the Third World
and low-income countries

would come to us
and try to learn

from how we implemented things,

and people hearing and saying,

"Well, if Heineken can do it,
why can't we do it?"

Nigeria is the home of Star.

It means a lot to Nigerians

because it's the first
locally-brewed lager

this country ever had.

So for Nigerians,
it's the tradition.

The unique ingredient is

a locally grown grain
called sorghum,

grown using local farmers.

We provide them with seeds,

and we buy back the grains
at the end.

It's also a way of giving back
to the community.

It's something of pride,
you know, to be part of that.

What matters most should be
to run a business

in a sustainable way

while holding on
to the family values.

So, sustainability is key

because we know it's
the only thing that ensures

we're going to be there
tomorrow.

Besides sponsoring and selling
beer and having fun, of course,

as a part of this community,

we feel responsible
for people coming here

and for the environment
around us.

We use Alco-Goggles.

When you see through
the goggles,

you see the world around you
in a way,

for example,
that you already had 10 beers.

- Hi.
- Hello.

What are you doing?

Where are you from?

- From here.
- From Poland.

Because when you drink alcohol
in a slow way,

you don't feel the changes,
you know, in your body,

in the way you walk,
for example.

But when you are sober,
completely sober,

and then you put 10 glasses
of beer, you know, on your eyes,

it changes the view
of people, really.

Our guests drink
in a responsible way.

They are safe,
and the field is clean,

and all of the plastic
that is used for the festival

is recycled.

So here in Sao Paulo,
sustainability is a reality.

We partner with recycling
centers around the country.

[speaking Portuguese]

I just like Heineken and like
making things out of its cans.

When the big
Heineken keg can came out,

I was like, "It would be cool
to make a plane out of that,"

or something that took me
a minimal amount of time.

And then I was like,
"Let's go bigger."

What's bigger?
I don't know, a pirate ship.

So my mind just kinda goes,
and I'll flow with it, I guess.

Whatever.

Well, the main base in the
middle is the large keg can,

and most of these other ones
are all 16-ounce labels

that I cut out of the middle
of the 16-ounce cans

and drilled holes through

and used wire to connect them
with Krazy Glue.

That's where the little
Heineken crewman would be,

looking out
for other Heineken ships.

[chuckles]

I was actually in Amsterdam

and I'm like, "I'm going
to the Heineken brewery.

It's gonna be excellent."

I'd been waiting for this day.

And so we get there,
and I'm like, "All right!"

And it's closed
for renovations.

I wanted to cry.
It was so horrible.

I was like,
"Why you doing this to me?"

I definitely want to go back
first chance I can.

Hi. Patrick Bennis.

- Nice to meet you.
- Jan Stabij.

This used to be
Mr. Heineken's desk.

He was always sitting like this,
looking out of the window.

[speaking Dutch]

Beer me!
[laughs]

[phone ringing]

[speaking Dutch]

I got ideas flowing now, man.
You see this? This is nuts!

[speaking Dutch]

Human beings have been
drinking beer for 6,000 years.

There must be something right
about it.

[shouting, laughing]

The wonderful thing about beer
is it brings people together.

It's a social drink.

People talk over it,
people celebrate with it,

people share their problems
over a beer

or share their successes
over a beer.

I like to think of brewers
as alchemists.

You're taking this base product
and turning it into liquid gold.

There's a science to it,
absolutely.

Some brewers were
the first scientists.

But at the same time,
there's a craft.

There's an art there
that comes from passion,

from individuality.

You associate
the production of beer

with almost old-fashioned
values.

You know,
this stuff about the yeast,

I have no idea,
when I read about it,

what they're talking about,
but I know it sounds jolly good.

For me, of course,
it was my name, first of all,

and I didn't really think of it
as a brand for a while,

and then eventually it became
clear that it was a brand to me

as I grew up.

It's probably different for me
than it is for other people.

[applause]

[shouting]

I think it's very important
that people understand

what they're apart of
and feel connected somehow.

Their name is on the bottle.

That's what makes it so special.

There are 90,000 people
around the world

who are very passionate
about that name.

We often refer
to our green blood.

You can cut us into pieces,
you will see green blood.

That is what we share.

Put her there.

[laughs]

What's this new thing?
We haven't done that before.

The magic will continue.

Freddy's gone. Now there will be
another generation.

[laughs]

Hello. Are we being recorded?

To me, it was something
we're all very proud of.

I know my father was
a difficult man about quality.

It was very important to him
that it was properly made,

that it went all over the world.

He was a great believer
in the world being one.

And I think that he thought
that people, you know,

should just all get together
over a drink

and a good piece of music,
and then, you know,

everything's
going to be alright.

In this kind of company,

there has to be someone that
feels and leads the company.

Here we go.

And worries about what happens
with the people that work there.

Half of my time is
traveling the world around.

It's what you have to do

if you want to be
in touch with local cultures

and also the local people
who make it happen.

And when there's
a good glass of beer,

you speak all languages
of the world.

We know that we work
with a company

that is taking good care of us,

so we give it our best.

Yeah, that's the Heineken blood.

You wanna cut?

[speaking Dutch]

Okay.

Mmm!

So...