Heineken is one of the world’s most popular brands of beer. It was established in 1873 in Amsterdam by Gerard Adriaan Heineken. He saw a market to introduce a ‘beer culture’ in Amsterdam’s cafes. Today, Heineken is brewed by 40 breweries in 39 countries around the world. It’s website says: “Heineken has been able to remain one of the world’s leading consumer and corporate brands for more than 130 years. It confronts directly the challenges in many of our markets to deliver organic profit growth, but also focuses on building the long-term future of our brands and business.” Heineken is one of the world’s leading brewers in terms of sales volume and profitability. Its principal brands are Heineken and Amstel, but it also owns more than 200 international brands, including Foster’s, Strongbow cider, Kingfisher, Tiger, and Newcastle Brown Ale.


Vocabulary:

1.  confronts

2.  principal


Exercise:  Re-order the grammatical sequence.

Heinekenof one is brands popular most world’s theof beer. It was established in 1873 in Amsterdam by Gerard Adriaan Heineken.introduce to market a saw He beer aculture’ in Amsterdam’s cafes. Today, Heineken is brewed by 4039 around world in countries the breweries.


Exercise:  Order a Heineken

http://www.heineken.com/kr/Home.aspx


IDIOMS:


Agree or Disagree? 

  1. The best things in life are free.
  2. Children should be seen and not heard.
  3. Spare the rod and spoil the child.
  4. Money is the root of all evil.
  5. Honesty is the best policy.
  6. It’s better to have loved and lost than never to have loved at all.
  7. Behind every successful man there’s a woman.
  8. The end justifies the means.
  9. Winning is everything.
  10. Better to be a live dog than a dead lion.
  11. Persistence pays.
  12. There is no good war and no bad peace.
  13. Your best friend is yourself.
  14. Never judge a movie by its preview.
  15. You can’t keep a good man down.
  16. A closed mouth catches no flies.
  17. The best defense is a good offense.
  18. Money makes the world go round.



Read more:Heineken: Business English Materials.com: ESL Lessonshttp://www.businessenglishmaterials.com/heineken.html#ixzz2kX3H2juJ
Under Creative Commons License:Attribution Non-Commercial No Derivatives
Read more:Heineken: Business English Materials.com: ESL Lessonshttp://www.businessenglishmaterials.com/heineken.html#ixzz2kX2zt3kI
Under Creative Commons License:Attribution Non-Commercial No Derivatives

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