The Day The Beer Ran BackwardsBy
Coals to Newcastle, Heineken to Holland. Amsterdam-based Heineken, which makes more beer worldwide than anyone except Anheuser-Busch, had to import 1.8 million gallons of its brew because of a strike just before the Apr. 30 celebration of Queen Beatrix's birthday. On this day of national celebration, the Dutch flock to town squares and quaff Falstaffian quantities of suds. Heineken and its related brand, Amstel, account for more than 50% of the Dutch market.
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