Freddy bought back stock several years later, to ensure the family controlled the company again, and in 1971 was appointed Chairman of the Executive Board.

Since mid-2007, Heineken has taken ownership of former S&N International brands such as Strongbow and Bulmers ciders and John Smith's and Newcastle Brown Ale beers.

[9] With the part acquisition of Scottish and Newcastle in 2007/2008, Heineken became the third-largest brewer based on revenues, behind the Belgian-Brazilian AB InBev and the British-South African SAB.

On 12 January 2010, Heineken International successfully bought the brewery division of Mexican giant FEMSA in all-stock deal expanding its reach throughout Latin America.

FEMSA has a massive distribution network and owns Mexico's largest convenience store chain OXXO, which has thousands of locations throughout the country.In September 2014, it was announced that Heineken would sell its Mexican packaging business Empaque to Crown for around $1.23 billion.

[20] In June 2021, Heineken's stake in United Breweries of India increased to 61.5%, ultimately taking control of the company.

[23] In August 2023, Heineken announced the sale of assets in Russia to the Arnest Group for €1 plus a €100 million commitment to repay domestic debt.

The executive team of the company consists of the following people:[28] Heineken's brewing plants have been designed and engineered in 4 main parts of the world.

The two largest international brands are Heineken and Amstel; though the portfolio includes Birra Moretti, Edelweiss, Lagunitas, Sol, Desperados and Tiger.

[31] Other regional brands include Affligem, Gösser and Sagres in Europe, Dos Equis, Red Stripe and Tecate in Americas, Bintang, Kingfisher and South Pacific Export in Asia-Pacific.

As at May 2023, the shareholding in the group's stock was as depicted in the table below:[32] Heineken's main advertising slogan in the UK was "Refreshes the parts other beers cannot reach",[33] some of which featured voice-over narration by Danish comedian/pianist Victor Borge.

The Heineken Cup was an annual rugby union knock-out competition involving leading club, regional and provincial teams from the Six Nations: England, France, Scotland, Wales, Ireland, and Italy.

[citation needed] On 15 February 1864, Gerard Adriaan Heineken bought De Hooiberg (the Haystack) brewery in Amsterdam.

[43] It remains unclear whether the funds for the purchase of the Haystack came from his father, a cheese trader, or his mother, whose estate included proceeds from her previous husband’s family’s historical investments in West Indies slave plantations.

[45] On 18 April 2007 the European Commission fined Heineken €219.3m, Grolsch €31.65m and Bavaria €22.85m for operating a price fixing cartel in the Netherlands, totalling €273.7m.

She added, Heineken, Grolsch, Bavaria and InBev tried to cover their tracks by using code names and abbreviations for secret meetings to carve up the market for beer sold to supermarkets, hotels, restaurants and cafes.

[48] In 2004 Heineken and Kronenbourg (then part of Scottish and Newcastle), the two dominant brewers in France, were fined €2.5m – with the penalty reduced for co-operating.

[48] This is simply unacceptable: that major beer suppliers colluded to up prices and to carve up markets among themselves[48]In Ireland, Heineken briefly marketed "Blasket Blonde" in County Kerry from March 2015 to September 2016, and Beanntraí Bru in parts of County Cork in August 2016, as locally-made craft beers, from invented breweries.

The Dutch brewer's Russian subsidiary looked back on “a turbulent year, with many new growth opportunities.” One of these opportunities being the departure of Coca-Cola and Pepsi from Russia, which Heineken "cynically" used to "enter the non-alcoholic carbonated beverage market".

[54] In August 2023, Heineken announced the sale of its Russian subsidiary to the Arnest Group for €1 plus a €100 million commitment to repay domestic debt.