By the late 1920s, the Dutch domestic market was nearing saturation. Export was expanding, but leadership recognised that long-distance shipping had limits. If Heineken wanted durable overseas growth, production closer to emerging markets had to be considered.
In 1929, Jhr. P.R. Feith travelled to the Dutch East Indies to assess the feasibility of establishing a brewery in the tropics.
The Java Investigation
Heineken examined the possibility of brewing on Java island. Together with René Gaston Dreyfus (Sofibra), Feith evaluated potential locations. The conclusion was clear:
Surabaya was the only viable site for a brewery.
The city offered:
- Strong port infrastructure
- Commercial importance within the Dutch East Indies
- Access to a growing colonial market
Although immediate construction did not follow, the groundwork was laid for later structural participation.
The Singapore Connection
On his return journey, Feith stopped in Singapore. There he made contact with Fraser & Neave — a relationship that would later lead to Heineken’s participation in the Malayan Brewery.
This moment marked the beginning of Heineken’s involvement in tropical brewing.
The first brewery in the Pacific, located at Alexandra Road, was operational in 1932 and Tiger Beer was born on 1 October 1932. Tiger Beer became Singapore’s first locally brewed beer
