Heineken Gives Fans A History Lesson At Private Master Class In NYC
The gatekeepers at Heineken hosted a private experience for a select group of New Yorkers to learn more about the red star logo, inspiration behind the iconic green bottle, through a walk-through of Heineken’s rich family history, original recipe and brewing process, and global reach.
Attendees were given a brewing overview and opportunity meet and greet the imported Lager’s Global Brew Master and star of their latest TV spots, Willem van Waesberghe. While there, fans were also able to see, taste, touch and smell elements of the Heineken brewing process from start to finish.
Intimate looks at Heineken family heirlooms, bottles over the years, and historical items, such as the Heineken Grand Prix medallions from the late 19th century, found on Heineken’s signature label, along with a chance to get behind the bar and serve Heineken via the brew master’s Perfect Pour technique.
Waesberghe then shared some cool tidbits about the stating:
Heineken’s recipe requires only three natural ingredients: water, barley and hops. The brand uses the purest water possible, and barley serves as the beer’s source of starch and sugar. And while yeast is an important part of the brewing process, it is not an ingredient in the beer.
The unique blend is brewed in horizontal tanks for a more distinct flavor and consistency, and fermentation takes seven days. After that, an additional 28 days is required to process the fermented beer before each batch is inspected, tasted, and approved by the company’s brew masters.