The acquisition of De Hooiberg

The acquisition of “De Hooiberg” Brewery

In the mid-19th century, Amsterdam was home to a long-established brewing tradition, though many of its breweries were aging institutions struggling to adapt to changing tastes and production methods. Among them was De Hooiberg (“The Haystack”), a brewery with roots dating back to 1592. Once well known for its working-class beer, De Hooiberg had lost much of its former prominence by the 1860s. Nevertheless, it remained a functioning brewery with valuable premises, equipment, and brewing rights in the heart of the city.

In 1863, Gerard Adriaan Heineken, then only twenty-two years old, entered this environment as a newcomer to the brewing trade. Rather than founding a new brewery from scratch, he chose to acquire an existing one — a decision that combined opportunity with risk. The purchase of De Hooiberg marked Heineken’s first direct involvement in brewing and represented a decisive shift from family trade and commerce into industrial production.

The acquisition, however, was not a single, instantaneous transfer of full ownership. Contemporary records suggest that Heineken initially acquired a controlling interest in the brewery, while remaining shares stayed in the hands of other stakeholders. Over the following months, he worked to consolidate his position, negotiating with shareholders and gradually increasing his stake. By late 1864, Heineken had secured full control of the enterprise, completing the transition from investor to sole proprietor.

It is this sequence of decisions — begun in 1863 and concluded the following year — that marks the true beginning of the Heineken brewing business.

Financing the purchase

Although Gerard Adriaan Heineken initiated the acquisition at a young age, he did not do so independently. The financial means required for the purchase exceeded what he could provide on his own, and surviving correspondence indicates that decisive support came from his mother, the widow Heineken–van der Pauw.

On the night of 30 June 1863, Gerard wrote to his mother outlining his intention to enter the brewing business and requesting her financial backing. In the letter, he presented the acquisition as a favourable opportunity, referring both to the brewery’s established position and to the prospects he believed it still offered. Her agreement made the transaction possible and placed family capital behind his first venture into brewing.

Sources differ in their accounts of the exact financial arrangements. A purchase price of 48,000 guilders is most frequently cited, while later references mention higher sums — up to 80,000 guilders — when subsequent share purchases and related costs are included. As was common in 19th-century commercial practice, such transactions were often concluded in stages, and precise figures are not always consistently recorded in surviving documentation.

What is clear is that the acquisition of De Hooiberg was not merely an individual undertaking. It was a calculated investment supported by family resources, reflecting both confidence in Gerard’s plans and a willingness to commit established capital to a new and uncertain enterprise.

The letter to his mother

The role of family support is further illustrated by a letter written by Gerard Adriaan Heineken to his mother on 30 June 1863. Written late in the evening, the letter conveys both urgency and deliberation. In it, Heineken outlines his plans to enter the brewing business and refers to the financial considerations involved, including capital, shares, and valuation.

Although the handwriting and informal language make parts of the text difficult to read with certainty, the letter clearly confirms that the acquisition was discussed in detail with his mother and depended on her financial backing. The correspondence offers rare insight into the personal and financial dynamics behind the founding of the Heineken brewing business, revealing the acquisition not as an isolated act, but as a carefully considered decision supported by family resources.

For the full letter, please visit the Amsterdam City Archives:
Letter page 1
Letter page 2
Letter page 3

People involved

Why this event matters

The acquisition of De Hooiberg in 1863 represents more than the purchase of a single brewery. It marks the moment when a long-standing family background in trade and commerce was first applied to brewing as an industrial enterprise. Rather than inheriting a brewery or founding one anew, Gerard Adriaan Heineken entered the field through a calculated acquisition, grounded in existing infrastructure but open to transformation.

Equally important is the manner in which this step was taken. The surviving correspondence and documents show that the decision unfolded over time: discussed within the family, supported by capital, and formalized through a series of transactions rather than a single act. This gradual process reflects a modern approach to entrepreneurship, balancing ambition with caution.

From this point onward, brewing was no longer a sideline or investment, but the central focus of Heineken’s activities. The decisions initiated in 1863 would shape the character of the company for decades to come, laying the foundation for innovation, expansion, and continuity. In that sense, the history of Heineken does not begin with a brand or a product, but with a choice — carefully made, deliberately executed, and quietly recorded.