CP: How Heineken Became a Global Sensation

Class Plans
Featured Image

Set the Scene:

Let’s start with some engaging questions to connect your everyday life to the subject of Heineken’s story. Please consider the following:

  • Have you ever tried Heineken beer or heard of the brand before?
  • What do you think makes a company successful and well-known globally?
  • Can you think of any other companies that have a strong global presence like Heineken?
  • How do you think the entrepreneurial spirit of Gerard Heineken contributed to the company’s success?
  • What role do you think innovation and quality control play in a company’s growth and recognition?

Featured Image Analysis & Prediction:

Look at the featured image of Heineken and answer the following questions:

  • What do you see in the image?
  • What do you think this activity will be about based on this image?
  • How does the image relate to the story of Heineken’s success?

Introduction:

Please read the introduction to Heineken’s story and take note of the key points, such as Gerard Heineken’s background, his decision to brew lager, and the company’s early success.

Video Engagement:

Watch the video about Heineken’s history and pause at the following points:

  1. When Gerard Heineken decides to brew lager despite the Dutch preference for ale.
  2. When the company wins the Grand Prix at the 1889 Universal Exposition.
  3. When Freddie Heineken introduces the Heineken logo and Star.

At each pause point, discuss the following questions:

  • What do you think motivated Gerard Heineken to take the risk of brewing lager?
  • How do you think the company’s win at the Universal Exposition contributed to its success?
  • What impact do you think Freddie Heineken’s marketing strategies had on the company’s growth and recognition?

You can find more information about Heineken’s story at https://maestrocursos.com.br/quizzed-esl-activities/how-heineken-became-a-global-sensation/.

Vocabulary Focus:

Review the key vocabulary related to Heineken’s story, such as:

Term Definition Example Usage
Entrepreneurial Spirit A mindset characterized by innovation, risk-taking, and proactivity. Gerard Heineken’s decision to brew lager showcases his entrepreneurial spirit.
Quality Control The process of ensuring that products or services meet specific standards or requirements. Heineken prioritized quality control by treating his staff and clients well.
Yeast A microorganism used in fermentation to convert sugars into alcohol, carbon dioxide, or other compounds. A chemist discovered a special yeast in Rotterdam that gives Heineken beer its unique taste.
Fermentation Technique A method used to control the fermentation process, often involving temperature, pressure, or other environmental factors. Heineken adapted a fermentation technique to perfect the beer’s flavor.
International Expansion The process of growing a business or organization into new markets or regions. Under Henry Pierre’s leadership, Heineken expanded internationally into Asia and the United States.
Marketing Strategy A plan or approach used to promote a product, service, or brand. Freddie Heineken’s marketing genius introduced the Heineken logo and Star.
Brand Recognition The extent to which a brand is known, remembered, or associated with a particular product, service, or industry. Heineken’s powerful marketing strategies have solidified its position as a premium alcohol brand.
Innovation The process of introducing new or improved products, services, or processes. Heineken has introduced innovations like the 0.0 alcohol beer and ilabs accelerator program.
Global Presence The extent to which a company or organization operates or is recognized in multiple countries or regions. Heineken has a strong global presence, with sales in over 190 countries.
Legacy A lasting impact, influence, or reputation left by an individual, organization, or event. Heineken’s legacy is one of quality, innovation, and entrepreneurial spirit.

Grammar Focus:

The past perfect tense is used to describe an action that occurred before another action in the past. Review the following examples:

  • Heineken had prioritized quality and treated his staff and clients well before the company gained international attention.
  • By the time Gerard Heineken was 22, he had inherited a sizable bequest from his father and was ready to start his business.

Complete the following sentences using the correct form of the verb in parentheses:

  1. By the time Gerard Heineken was 22, he ____________________ (inherit) a sizable bequest from his father and was ready to start his business.
  2. Before Heineken became a global brand, the company ____________________ (produce) beer for the local market in the Netherlands.
  3. By 1873, Gerard Heineken ____________________ (decide) to only produce lager, which became a key factor in the company’s success.
  4. After Freddie Heineken ____________________ (introduce) the Heineken logo and Star, the company saw a significant increase in sales and brand recognition.
  5. By the time Heineken’s daughter became involved with the company, it ____________________ (grow) into a globally recognized brand with sales in over 190 countries.

Answer Key:

  1. had inherited
  2. had produced
  3. had decided
  4. had introduced
  5. had grown