Recommended wines: Heineken beer, Heineken Iron King Kong
 
A beer brand from the Netherlands that is today the second largest beer brewer in the world. The history of Heineken beer production dates back to 1873, when Dr. Elion (a student of the famous chemist Louis Pasteur) discovered Heineken A yeast, which is still used exclusively by Heineken and is the most important ingredient in Heineken.
 
Heineken entered the Chinese market more than 30 years ago, but has never been able to maintain a foothold in the Chinese market, and in August 2018, Heineken's China business was acquired by China Resources Beer Group. Heineken's business in China has been weak for a long time, according to Euromonitor data, Heineken's market share in China is less than 1%, and according to Heineken's 2017 annual report, the total sales volume of Heineken in the Asia-Pacific region decreased by 30,000 tons compared with 2016, which is the only negative growth region in the world.
 
Heineken's loss of market share is not due to its low quality, but rather to the fact that Chinese consumers prefer light, refreshing beers and find it difficult to accept bitter beers. Heineken beer only uses A wheat imported from Europe and hops imported from the United States to brew beer, and the raw materials are purchased by the Dutch headquarters in a centralized manner, without adding rice, starch and other auxiliary materials, and the bitterness is more obvious, so it is not favored in the Chinese market all year round.
 
On the domestic e-commerce platform, Heineken beer is mainly sold in cans, bottles, capsules and barrels. Canned and bottled Heineken is a cooked beer, that is, a beer that has been pasteurized or instantaneously sterilized, with an original wort concentration of 11.4 ° P, an alcohol content of 5% Vol, a strong malt flavor, obvious hop bitterness, and a long sweet aftertaste, which is outstanding in the field of industrial lager. In terms of price, Heineken does not have an advantage, the online price of 500ml cans is about 8 yuan, and the price of 330ml bottles is 10 yuan.
 
The large-capacity Heineken Iron King Kong (5L) and THE TORP draft beer capsules (2L) are draft beers, which have a more refreshing taste and are more suitable for drinking at parties and parties, the price of Iron King Kong is 158 yuan, and the price of draft beer capsules is generally 120 yuan. These two draft beers have a shelf life of 8 months without opening, and after opening, Iron King Kong draft beer has a special device to isolate the air, and it can be drunk with confidence within 30 days of opening the lid; Capsules can be kept fresh for 15 days when drunk with a machine. Heineken draft beer capsules need to be used with The Sub draft beer machine, which is created by Heineken in cooperation with the European home appliance brand Krups, and the price is about 1,000 yuan.