Pepsi

Pepsi theme by Neo_31

Download: Pepsi.p3t

Pepsi Theme
(2 backgrounds)

Pepsi
TypeCola
ManufacturerPepsiCo
Country of origin United States
Region of originNew Bern, North Carolina
Introduced1893; 131 years ago (1893) (as Brad's Drink)
1898; 126 years ago (1898) (as Pepsi-Cola)
1961; 63 years ago (1961) (as Pepsi)
ColorCaramel E-150d
VariantsDiet Pepsi
Pepsi Twist
Pepsi Lime
Pepsi Wild Cherry
Crystal Pepsi
Caffeine-Free Pepsi
Pepsi-Cola Made with Real Sugar
Pepsi Vanilla
Pepsi Zero Sugar
Pepsi Max
Nitro Pepsi
Related products
Websitewww.pepsi.com

Pepsi is a carbonated soft drink with a cola flavor, manufactured by PepsiCo. As of 2023, Pepsi is the second most valuable soft drink brand worldwide behind Coca-Cola;[1] the two share a long-standing rivalry in what has been called the "cola wars".[2]

Pepsi, originally created in 1893 by Caleb Bradham and named "Brad's Drink," was first sold in his drugstore in New Bern, North Carolina. Renamed Pepsi-Cola in 1898 due to its supposed digestive benefits, it was shortened to Pepsi in 1961. The beverage's formula initially included sugar and vanilla but not pepsin, despite speculation on the origin of its name. Early on, Pepsi struggled with financial stability, going bankrupt in 1923 but was subsequently purchased and revived by Charles Guth, who reformulated the syrup. Pepsi gained popularity with the introduction of a 12-ounce bottle during the Great Depression and clever marketing strategies like the "Nickel, Nickel" jingle, doubling sales by emphasizing its value.

The mid-20th century saw Pepsi targeting the African American market, a then-untapped demographic, with positive portrayals and endorsements from prominent figures, boosting its market share. Despite occasional controversies, such as an aborted Madonna advertisement and the "Pepsi Number Fever" fiasco in the Philippines, Pepsi has remained a prominent global brand, partly thanks to innovative marketing campaigns and sponsorships in sports and entertainment.

Pepsi's rivalry with Coca-Cola, highlighted by the "cola wars", led to significant cultural and market competition, including the "Pepsi Challenge" taste tests and the introduction of New Coke in response. Pepsi's expansion into international markets has seen varied success, with notable ventures into the Soviet Union via a landmark barter deal and enduring popularity in certain regions over Coca-Cola. As of the early 21st century, Pepsi continues to innovate, both in product variations and marketing strategies, while maintaining a significant presence in the global soft drink industry.

History[edit]

The pharmacy of Caleb Bradham, with a Pepsi dispenser
A plaque at 256 Middle Street, New Bern, NC

Pepsi was first invented in 1893 as "Brad's Drink" by Caleb Bradham, who sold the drink at his drugstore in New Bern, North Carolina.[3]

It was renamed Pepsi-Cola in 1898, "Pepsi" because it was advertised to relieve dyspepsia[4][3][5] (indigestion) and "Cola" referring to the cola flavor.[5] Some have also suggested that "Pepsi" may have been a reference to the drink aiding digestion like the digestive enzyme pepsin,[6][5] but pepsin itself was never used as an ingredient to Pepsi-Cola.[3]

The original recipe also included sugar and vanilla.[3] Bradham sought to create a fountain drink that was appealing and would aid in digestion and boost energy.[3]

The original stylized Pepsi-Cola wordmark, used from 1898 until 1905

In 1903, Bradham moved the bottling of Pepsi from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades.[7]

A 1919 newspaper ad for Pepsi-Cola

In 1923, the Pepsi-Cola Company entered bankruptcy—in large part due to financial losses incurred by speculating on the wildly fluctuating sugar prices as a result of World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.[3] Megargel was unsuccessful in efforts to find funding to revive the brand and soon Pepsi-Cola's assets were purchased by Charles Guth, the president of Loft, Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after The Coca-Cola Company refused to give him additional discounts on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.[8] On three occasions between 1922 and 1933, the Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola Company, which it declined on each occasion.[9]

Growth in popularity[edit]

During the Great Depression, Pepsi gained popularity following the introduction in 1934 of a 12-ounce (355 mL) bottle. Prior to that, Pepsi and Coca-Cola sold their drinks in 6.5-ounce (192 mL) servings for about $0.05 a bottle. [10] With a radio advertising campaign featuring the popular jingle "Nickel, Nickel" – first recorded by the Tune Twisters in 1940 – Pepsi encouraged price-conscious consumers to double the volume their nickels could purchase.[11][12] The jingle is arranged in a way that loops, creating a never-ending tune:

"Pepsi-Cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you."[13]

Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.[14]

The stylized Pepsi-Cola wordmark used from 1951 to 1971. It was reintroduced in 2014.

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in a loss for Guth.

Marketing[edit]

The Pepsi logo used from 1971 to 1986. From 1986 to 1991, the wordmark was typeset in Handel Gothic.[15] This logo was used for Pepsi Throwback until 2014.
The Pepsi globe and wordmark used from 1997 to 2003
The Pepsi globe and wordmark used from 2014 to 2023
The current Pepsi globe revealed in March 2023; officially launched on August 23 of that year.[16][17]

From the 1930s through the late 1950s, "Pepsi-Cola Hits The Spot" was the most commonly used slogan in the days of old-time radio, classic motion pictures and early days of television.[18] Its jingle (conceived in the days when Pepsi cost only five cents) was used in many different forms with different lyrics. With the rise of radio, Pepsi-Cola utilized the services of a young, up-and-coming actress named Polly Bergen to promote products, oftentimes, lending her singing talents to the classic "...Hits The Spot" jingle.

Film actress Joan Crawford, after marrying Pepsi-Cola president Alfred N. Steele became a spokesperson for Pepsi, appearing in commercials, television specials, and televised beauty pageants on behalf of the company. Crawford also had images of the soft drink placed prominently in several of her later films. When Steele died in 1959, Crawford was appointed to the Board of Directors of Pepsi-Cola, a position she held until 1973, although she was not a board member of the larger PepsiCo, created in 1965.[19]

Pepsi has been featured in several films, including Back to the Future Part II (1989), Home Alone (1990), Wayne's World (1992), Fight Club (1999), World War Z (2013), and in films directed by Spike Lee.[20][21]

Pepsi marketing has also been marred in controversy. In 1989, Pepsi commissioned a $5 million marketing campaign to coincide with the release of Madonna's song "Like a Prayer", but was cancelled following strong backlash regarding the religious themes in the song's music video.[22] In 1992, the Pepsi Number Fever marketing campaign in the Philippines accidentally distributed 800,000 winning bottle caps for a 1 million peso grand prize, leading to riots and the deaths of five people.[23]

In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy.[24] "Project Blue" was launched in several international markets outside the United States in April.[24] The launch included extravagant publicity stunts, such as a Concorde airplane painted in blue colors (which was owned by Air France) and a banner on the Mir space station. The Project Blue design was first tested in the United States in June 1997, and was released that December in preparation for Pepsi's 100th anniversary.[25][26] It was at this point, the logo began to be referred to as the Pepsi Globe.[27]

In October 2008, Pepsi announced that it would redesign its logo and re-brand many of its products by early 2009. In 2009, Pepsi, Diet Pepsi, and Pepsi Max began using all lower-case fonts for name brands. The brand's blue and red globe trademark became a series of "smiles," with the central white band initially arcing at different angles depending on the product.[28] In March 2023, Pepsi unveiled a new logo expected to launch in North America in late-2023, and internationally in 2024. The logo is a modernization of the "vintage" Pepsi logo; accompanying branding elements will also shift from blue to black as their primary color.[29][30]

Niche marketing[edit]

Walter Mack was named the new president of Pepsi-Cola and guided the company through the 1940s. Mack, who supported progressive causes, noticed that the company's strategy of using advertising for a general audience either ignored African Americans or used ethnic stereotypes in portraying Blacks. Up until the 1940s, the full revenue potential of what was called "the Negro market" was largely ignored by white-owned manufacturers in the U.S.[31]

Mack realized that Black people were an untapped niche market and that Pepsi stood to gain market share by targeting its advertising directly towards them.[32] To this end, he hired Hennan Smith, an advertising executive "from the Negro newspaper field"[33] to lead an all-black sales team, which had to be cut due to the onset of World War II.

A 1940s advertisement specifically targeting African Americans, an untapped niche market that was largely ignored by white-owned manufacturers in the U.S. A young Ron Brown is the boy reaching for a bottle.

In 1947, Walter Mack resumed his efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce)[34] reaches up for one. Another ad campaign, titled "Leaders in Their Fields", profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks.

Boyd also led a sales team composed entirely of blacks around the country to promote Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the U.S.; Boyd's team faced a great deal of discrimination as a result,[33] from insults by Pepsi co-workers to threats by the Ku Klux Klan.[34] On the other hand, it was able to use its anti-racism stance as a selling point, attacking Coke's reluctance to hire blacks and support by the chairman of The Coca-Cola Company for segregationist governor of Georgia Herman Talmadge.[32] As a result, Pepsi's market share as compared to Coca-Cola's shot up dramatically in the 1950s with African American soft-drink consumers three times more likely to purchase Pepsi over Coke.[35] After the sales team visited Chicago, Pepsi's share in the city overtook that of Coke for the first time.[32]

Journalist Stephanie Capparell interviewed six men who were on the team in the late 1940s. The team members had a grueling schedule, working seven days a week, morning and night, for weeks on end. They visited bottlers, churches, ladies groups, schools, college campuses, YMCAs, community centers, insurance conventions, teacher and doctor conferences, and various civic organizations. They got famous jazzmen such as Duke Ellington and Lionel Hampton to promote Pepsi from the stage. No group was too small or too large to target for a promotion.[36]

Pepsi advertisements avoided the stereotypical images common in the major media that depicted Aunt Jemimas and Uncle Bens, whose role was to draw a smile from white customers. Instead, it portrayed black customers as self-confident middle-class citizens who showed very good taste in their soft drinks. They were economical too, as Pepsi bottles were twice the size.[37]

This focus on the market for black people caused some consternation within the company and among its affiliates. It did not want to seem focused on black customers for fear white customers would be pushed away.[32] In a national meeting, Mack tried to assuage the 500 bottlers in attendance by pandering to them, saying "We don't want it to become known as a nigger drink."[38] After Mack left the company in 1950, support for the black sales team faded and it was cut.[31]

Boyd was replaced in 1952 by Harvey C. Russell Jr., who was notable for his marketing campaigns towards black youth in New Orleans. These campaigns, held at locales attended largely by black children, would encourage children to collect Pepsi bottle caps, which they could then exchange for rewards. One example is Pepsi's 1954 "Pepsi Day at the Beach" event, where New Orleans children could ride rides at an amusement park in exchange for Pepsi bottle caps. By the end of the event, 125,000 bottle caps been collected. According to The Pepsi Cola World, the New Orleans campaign was a success; once people's supply of bottle caps ran out, the only way they could get more was to buy more Pepsi.[39]

Rivalry with Coca-Cola[edit]

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These tests suggested that more consumers preferred the taste of Pepsi to Coca-Cola. The sales of Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation. This became known as the "cola wars".

In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The theory has been advanced that New Coke, as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola quickly reintroducing the original formula as "Coca-Cola Classic".

In 1989, Billy Joel mentioned the rivalry between the two companies in the song "We Didn't Start the Fire". The line "Rock & Roller Cola Wars" refers to Pepsi and Coke's usage of various musicians in advertising campaigns. Coke used Paula Abdul, while Pepsi used Michael Jackson. Both companies then competed to get other musicians to advertise its beverages.

According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S. market share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent.[40] Coca-Cola outsells Pepsi in most parts of the U.S., notable exceptions being central Appalachia, Montana, North Dakota, and Utah. In the city of Buffalo, New York, Pepsi outsells Coca-Cola by a two-to-one margin.[41] As of 2024, Pepsi had fallen behind Coca-Cola and Dr. Pepper as the third most popular soft drink in the United States, losing its second place spot to the aforementioned Dr. Pepper, a position it had held since 1985.[42]

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However, exceptions include: Oman, India, Saudi Arabia, Pakistan, the Dominican Republic, Guatemala, the Canadian provinces of Quebec, Newfoundland and Labrador, Prince Edward Island, Nova Scotia and New Brunswick.[43]

Pepsi had long been the drink of French-Canadians, and it continues to hold its dominance by relying on local Québécois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product.[44] PepsiCo introduced the Quebec slogan "here, it's Pepsi" (Ici, c'est Pepsi) in response to Coca-Cola ads proclaiming "Around the world, it's Coke" (Partout dans le monde, c'est Coke).

As of 2012, Pepsi is the third most popular carbonated drink in India, with a 15% market share, behind Sprite and Thums Up. In comparison, Coca-Cola is the fourth most popular carbonated drink, occupying a mere 8.8% of the Indian market share.[45] By most accounts, Coca-Cola was India's leading soft drink until 1977, when it left India because of the new foreign exchange laws which mandated majority shareholding in companies to be held by Indian shareholders. The Coca-Cola Company was unwilling to dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA), thus sharing its formula with an entity in which it did not have majority shareholding.[46]

In 1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance of India's Liberalization policy.[47]

Pepsi bottles in Soviet period style in supermarket in Kyiv, Ukraine

In Russia, Pepsi initially had a larger market share than Coke, but it was undercut once the Cold War ended. In 1972, PepsiCo struck a barter agreement with the then government of the Soviet Union, in which PepsiCo was granted exportation and Western marketing rights to Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi.[48][49] This exchange led to Pepsi being the first foreign product sanctioned for sale in the Soviet Union.[50]

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawned words like "cocacolonization", Pepsi-Cola and its relation to the Soviet system turned it into an icon. In the early 1990s, the term "Pepsi-stroika" began appearing as a pun on "perestroika", the reform policy of the Soviet Union under Mikhail Gorbachev.[51] Critics viewed the policy as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of that relationship and the Soviet policy. This was reflected in Russian author Victor Pelevin's book Generation P.

In 1992, following the dissolution of the Soviet Union, Coca-Cola was introduced to the Russian market. As it came to be associated with the new system and Pepsi with the old, Coca-Cola rapidly captured a significant market share that might otherwise have required years to achieve. By July 2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.[52]

Pepsi was introduced in Romania in 1966, during the early liberalization policies of Nicolae Ceaușescu, opening up a factory at Constanța in 1967. This was done as a barter agreement similar to the one in the USSR, however, Romanian wine would be sold in the United States instead. The product quickly became popular, especially among young people, but due to the austerity measures imposed in the 1980s, the product became scarce and rare to find. Starting from 1991, PepsiCo entered the new Romanian market economy, and still maintains a bigger popularity than its competitor, Coca-Cola, introduced in Romania in 1992, despite heavy competition during the 1990s (sometime between 2000 and 2005, Pepsi overtook Coca-Cola in sales in Romania).[53]

Pepsi did not sell soft drinks in Israel until 1991. Many Israelis and some American Jewish organizations attributed Pepsi's previous reluctance to expand operations in Israel to fears of an Arab boycott. Pepsi, which has a large and lucrative business in the Arab world, denied that, saying that economic, rather than political, reasons kept it out of Israel.[54]

Pepsiman[edit]

Cosplay of Pepsiman

Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch, created sometime around the mid-1990s.[55] Pepsiman took on three different outfits, each one representing the current style of the Pepsi can in distribution.[56] Twelve commercials were created featuring the character. His role in the advertisements is to appear with Pepsi to thirsty people or people craving soda.[57]

Pepsiman happens to appear at just the right time with the product. After delivering the beverage, sometimes Pepsiman would encounter a difficult and action-oriented situation which would result in injury. Pepsiman is mostly silent, and he has no face except for a hole that opens up whenever he delivers a Pepsi.[58] Another more minor mascot, Pepsiwoman, also featured in a few of her own commercials for Pepsi Twist; her appearance is basically a female Pepsiman wearing a lemon-shaped balaclava.[59]

In 1994, Sega-AM2 released the Sega Saturn version of its arcade fighting game Fighting Vipers.[60] In this game, Pepsiman was included as a special character, with his specialty listed as being the ability to "quench one's thirst." He does not appear in any other version or sequel. In 1999, KID developed a video game for the PlayStation entitled Pepsiman. As the titular character, the player runs "on rails" (forced motion on a scrolling linear path), skateboards, rolls, and stumbles through various areas, avoiding dangers and collecting cans of Pepsi, all while trying to reach a thirsty person as in the commercials.[61][62][63]

Despite largely being considered a financial failure, Pepsiman has developed a cult following due to its over the top and nonsensical premise.[64][65]

Sports sponsorships[edit]

Pepsi has official sponsorship deals with the National Football League, National Hockey League, and National Basketball Association.[66][67][68] In 2007, and from 2013 to 2022, Pepsi sponsored the NFL's Super Bowl halftime shows.[69] It was the sponsor of Major League Soccer until December 2015 and Major League Baseball until April 2017, both leagues signing deals with Coca-Cola.[70][71] From 1999 to 2020, Pepsi also had the naming rights to the Pepsi Center, an indoor sports and entertainment facility in Denver, Colorado, until the venue's new naming rights were announced on October 22, 2020.[72]

In 1997, after his sponsorship with Coca-Cola ended, retired NASCAR Cup Series driver Jeff Gordon signed a long-term contract with Pepsi, and he drove with the Pepsi logos on his car with various paint schemes for about 2 races each year, usually a darker paint scheme during nighttime races. Pepsi has remained as one of his sponsors ever since. Pepsi has also sponsored the NFL Rookie of the Year award since 2002.[73]

Pepsi has the first global sponsorship deals with the UEFA Champions League and the UEFA Women's Champions League starting in the 2015–16 season along with the sister brand, Pepsi Max and became the global sponsor of the competition.[74]

Pepsi also has sponsorsh

Troops 1

Troops 1 theme by J-Rad14

Download: Troops1.p3t

Troops 1 Theme
(7 backgrounds)

P3T Unpacker v0.12
Copyright (c) 2007. Anoop Menon

This program unpacks Playstation 3 Theme files (.p3t) so that you can touch-up an existing theme to your likings or use a certain wallpaper from it (as many themes have multiple). But remember, if you use content from another theme and release it, be sure to give credit!

Download for Windows: p3textractor.zip

Instructions:

Download p3textractor.zip from above. Extract the files to a folder with a program such as WinZip or WinRAR. Now there are multiple ways to extract the theme.

The first way is to simply open the p3t file with p3textractor.exe. If you don’t know how to do this, right click the p3t file and select Open With. Alternatively, open the p3t file and it will ask you to select a program to open with. Click Browse and find p3textractor.exe from where you previously extracted it to. It will open CMD and extract the theme to extracted.[filename]. After that, all you need to do for any future p3t files is open them and it will extract.

The second way is very simple. Just drag the p3t file to p3textractor.exe. It will open CMD and extract the theme to extracted.[filename].

For the third way, first put the p3t file you want to extract into the same folder as p3textractor.exe. Open CMD and browse to the folder with p3extractor.exe. Enter the following:
p3textractor filename.p3t [destination path]Replace filename with the name of the p3t file, and replace [destination path] with the name of the folder you want the files to be extracted to. A destination path is not required. By default it will extract to extracted.filename.

Heineken #2

Heineken theme by Ianes93

Download: Heineken_2.p3t

Heineken Theme 2
(4 backgrounds)

Heineken Lager Beer
Heineken Pilsener
Current export bottle
TypeBeer
ManufacturerHeineken N.V.
Country of origin Netherlands
Introduced1873; 151 years ago (1873)[1]
Alcohol by volume 5.0%[2]
Colour7 EBC
StylePale lager
Original gravity1.044–1.048[citation needed]
IBU scale23[citation needed]
Related productsHeineken Oud Bruin
Heineken Premium Light
Heineken Tarwebok
Websiteheineken.com

Heineken Lager Beer (Dutch: Heineken Pilsener), or simply Heineken (pronounced [ˈɦɛinəkə(n)]), is a Dutch pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken N.V. Heineken beer is sold in a green bottle with a red star.

History[edit]

On 15 February 1864,[citation needed] Gerard Adriaan Heineken (1841–1893)[3] bought De Hooiberg (The Haystack) brewery on the Nieuwezijds Achterburgwal canal in Amsterdam,[4] a popular working class brand founded in 1592. In 1873 after hiring a Dr. Elion (student of Louis Pasteur) to develop Heineken a yeast for Bavarian bottom fermentation, the HBM (Heineken's Bierbrouwerij Maatschappij) was established, and the first Heineken brand beer was brewed. In 1875 Heineken won the Medaille D'Or at the International Maritime Exposition in Paris and it began to be shipped there regularly, after which Heineken sales topped 64,000 hectolitres (1.7 million U.S. gallons), making them the biggest beer exporter to France.[citation needed]

Old Dutch bottle
James Bond 007 Edition
330 mL Heineken special bottle, limited. The name 'Verdinha' in this specific bottle is portuguese for "Little Green", which is the way many people call the brand in Brazil due the green color of the bottles.

In Heineken's early years, the beer won four awards:

The two awards that are still mentioned on the label are the Medaille d'Or and Diplome d'Honneurs.[8]

In 2013, Heineken joined other alcohol producers as part of a producers' commitments to reducing harmful drinking.[9]

In February 2013, Heineken stopped producing the brown bottles used for the Dutch market in favor of the green color of bottles it already used for exports.[10]

In 2014, Heineken celebrated its 150th anniversary. In 2015, Heineken won the Creative Marketer of the Year Award, becoming the second company to win the award twice.[8]

The original brewery where Gerard Adriaan Heineken first started making Heineken is now the Heineken Experience Museum.[11]

Heineken 0.0

Heineken launched its first non-alcoholic beer in 2017, naming it "Heineken 0.0".[12] It was evaluated positively in terms of taste, with "almost the same taste" as the full-alcohol version, even though Heineken does not claim it to be of the same taste. It was also found to be lower in calories and sugar than a soda.[13]

Production[edit]

Two glasses of Heineken beer

Since 1975, most Heineken-brand beer has been brewed at their brewery in Zoeterwoude, Netherlands.[1] In 2011, 2.74 billion litres of Heineken-brand beer were produced worldwide, while the total beer production of all breweries fully owned by the Heineken Group over all brands was 16.46 billion litres globally.[14] As of 2022, Heineken is sold in 192 countries.[15] They have also been incorporated with numerous beer brands in countries all over the world, including Mexico, China, Australia and various countries in Africa.

Advertising[edit]

Heineken sponsoring the 2011 UEFA Champions League final

Heineken was the major sponsor of UEFA Champions League and the UEFA Super Cup, UEFA Euro and Rugby World Cup; major sponsorship of Rugby Union had begun in Wales with the Welsh Premier Division competition.

In 1989 "10 Green Bottles Hanging On The Wall" was a popular advert.

Dating back to 1997's Tomorrow Never Dies,[16] Heineken has retained a longstanding relationship with the Bond franchise, consecutively being featured in 8 of their films, including No Time To Die (2021).[17] While it is usually the supporting characters seen drinking Heineken, Bond himself is seen drinking Heineken beer in Skyfall (2012) and Spectre (2015). As a long-term brand investment, Heineken reportedly spent $45 million for its inclusion on Skyfall alone, some $25 million more than Bond actor Daniel Craig's pre-residual salary.[18] As of 2015, it is the brand's largest global marketing platform.[19]

In 2016, Heineken became the Official Beer of the FIA Formula One World Championship starting from the Canadian Grand Prix.[20] During races, Heineken also puts its "When You Drink, Never Drive" advertising campaign all over the race as a campaign to end drunk driving.[21]

In August 2021, Heineken signed a multi-year deal with W Series as the global partner for all-Women single-seater racing series.[22]

Starting with the 2020–24 cycle, Heineken became the sponsors of UEFA Europa League and UEFA Europa Conference League through Heineken 0.0 brands. In 2023, Heineken celebrated its 150th anniversary.

Activities in Russia[edit]

At the end of March 2022, over a month after Russia started its war in Ukraine, Heineken announced that it was leaving Russia (including with its other brands there, like Affligem, Amstel etc.), saying that ownership of the Russian subsidiary was no longer “durable or viable.” But despite this promise Heineken hired more than 240 new staff and launched 61 new products on the Russian market last year[when?], according to investigators from Follow the Money,[23] based on an overview of 2022 by Heineken Russia. The Dutch brewer’s Russian subsidiary looked back on “a turbulent year, with many new growth opportunities.” One of these opportunities being the departure of Coca-Cola and Pepsi from Russia, which Heineken "cynically" used to "enter the non-alcoholic carbonated beverage market". Heineken announced even more investments for 2023, including more modern packaging and new flavors.[24][25][26] However, in August 2023, the company announced it had received necessary approvals to sell its Russian operations to Arnest Group for €1, completing its withdrawal process. The company expects a total loss of $323 million as a result of the deal.[27]

References[edit]

  1. ^ a b "Heineken geschiedenis". heineken.nl/. Archived from the original on 2 May 2007. Retrieved 28 April 2007.
  2. ^ "Beeradvocate.com: Heineken Lager Beer". beeradvocate.com. Retrieved 19 January 2017.
  3. ^ Frijhoff, Willem; Spies, Marijke (2004). Dutch Culture in a European Perspective: 1900, the age of bourgeois culture. Uitgeverij Van Gorcum. pp. 503, 581. ISBN 978-90-232-3965-9.
  4. ^ "Ons Amsterdam | Heineken neemt hooiberg over". onsamsterdam.nl (in Dutch). FIZZ Marketing & Communicatie. Retrieved 27 February 2022.
  5. ^ a b c d "Get the facts". Heineken International. Archived from the original on 29 March 2007. Retrieved 1 May 2007.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
  6. ^ "The Monthly Chronicle of North-country Lore and Legend". Walter Scott. 1 January 1887. Retrieved 15 September 2016 – via Google Books.
  7. ^ "Archived copy". Archived from the original on 21 October 2016. Retrieved 7 February 2016.{{cite web}}: CS1 maint: archived copy as title (link)
  8. ^ a b "Our History". theheinekencompany. Retrieved 13 April 2015.
  9. ^ "Beer, Wine and Spirits Producers' Commitments Mark Two-year Progress Toward Reducing Harmful Drinking". prnewswire.com (Press release). International Alliance for Responsible Drinking. Retrieved 15 September 2016.
  10. ^ "Na 80 jaar bruin wordt het Heinekenflesje groen". ad.nl. Algemeen Dagblad. Retrieved 14 May 2018.
  11. ^ "Holland Pass". Heineken Experience. N.p., n.d. Web. 14 April 2015.
  12. ^ Newhart, Beth (10 January 2019). "Alcohol-free Heineken 0.0 lands in the US". beveragedaily.com. Retrieved 2 June 2020.
  13. ^ "Heineken 0.0 Non-Alcoholic Beer Taste Test: Nice Or Not?". 8 Days. Retrieved 25 February 2021.
  14. ^ "Annual Report 2011". Heineken International. Archived from the original on 14 March 2014. Retrieved 18 March 2012.
  15. ^ "The Heineken story". Heineken. Retrieved 30 September 2022.
  16. ^ "The name's Bond..." Heineken Commecial - Tomorrow Never Dies (1997), retrieved 2 February 2023
  17. ^ No Time to Die | Worth The Wait, retrieved 2 February 2023
  18. ^ Koehl, Victoria (18 September 2021). "'Skyfall': Heineken Reportedly Paid an Estimated $45 Million for Product Placement Despite James Bond's Love of Martinis". Showbiz Cheat Sheet. Retrieved 2 February 2023.
  19. ^ "The HEINEKEN Company - Age Gate". www.theheinekencompany.com. Retrieved 19 September 2018.
  20. ^ "Heineken announces global partnership with Formula One Management". Formula1.com. Formula One World Championship Ltd. 9 June 2016. Retrieved 9 June 2016.
  21. ^ Roderick, Leonie (15 June 2016). "How Heineken is revising its sponsorship strategy with F1 deal". Marketing Week. Retrieved 14 May 2022.
  22. ^ "Heineken® multi-year W Series partnership to start in Spa". wseries.com. 26 August 2021. Archived from the original on 7 August 2022. Retrieved 1 September 2021.
  23. ^ Follow the Money (FTM) is a Dutch independent news website for financial-economic investigative journalism of approximately thirty journalists – some employed, some freelancers. See Follow the Money on the Dutch Wikipedia, or their website (in Dutch).]
  24. ^ Heineken still investing in Russia despite promises to stop, NL-Times, 21 february 2023.
  25. ^ 'Heineken investeert nog steeds in Rusland', NOS Nieuws, 21 February 2023.
  26. ^ Heineken breekt belofte en investeert toch in Rusland ('Heineken breaks promise and (continues to) invest in Russia'), Follow the Money, 21 February 2023.
  27. ^ Kennedy, Niamh (25 August 2023). "Heineken sells Russian business for $1 as it completes exit | CNN Business". CNN. Retrieved 25 August 2023.

External links[edit]

Must V1.0

Must V1.0 theme by G_rem974

Download: MustV1.p3t

Must V1.0 Theme
(3 backgrounds)

P3T Unpacker v0.12
Copyright (c) 2007. Anoop Menon

This program unpacks Playstation 3 Theme files (.p3t) so that you can touch-up an existing theme to your likings or use a certain wallpaper from it (as many themes have multiple). But remember, if you use content from another theme and release it, be sure to give credit!

Download for Windows: p3textractor.zip

Instructions:

Download p3textractor.zip from above. Extract the files to a folder with a program such as WinZip or WinRAR. Now there are multiple ways to extract the theme.

The first way is to simply open the p3t file with p3textractor.exe. If you don’t know how to do this, right click the p3t file and select Open With. Alternatively, open the p3t file and it will ask you to select a program to open with. Click Browse and find p3textractor.exe from where you previously extracted it to. It will open CMD and extract the theme to extracted.[filename]. After that, all you need to do for any future p3t files is open them and it will extract.

The second way is very simple. Just drag the p3t file to p3textractor.exe. It will open CMD and extract the theme to extracted.[filename].

For the third way, first put the p3t file you want to extract into the same folder as p3textractor.exe. Open CMD and browse to the folder with p3extractor.exe. Enter the following:
p3textractor filename.p3t [destination path]Replace filename with the name of the p3t file, and replace [destination path] with the name of the folder you want the files to be extracted to. A destination path is not required. By default it will extract to extracted.filename.

Must

Must theme by G_rem974

Download: Must.p3t

Must Theme
(3 backgrounds)

Grapes being pressed to create must

Must (from the Latin vinum mustum; lit.'young wine') is freshly crushed fruit juice (usually grape juice) that contains the skins, seeds, and stems of the fruit. The solid portion of the must is called pomace and typically makes up 7–23% of the total weight of the must. Making must is the first step in winemaking. Because of its high glucose content, typically between 10 and 15%, must is also used as a sweetener in a variety of cuisines. Unlike commercially sold grape juice, which is filtered and pasteurized, must is thick with particulate matter, opaque, and comes in various shades of brown and purple.

Winemaking[edit]

The length of time the pomace stays in the juice is critical for the final character of the wine. When the winemaker judges the time to be right, the juice is drained off the pomace, which is then pressed to extract the juice retained by the matrix. Yeast is added to the juice to begin the fermentation, while the pomace is often returned to the vineyard or orchard for use as fertilizer. A portion of selected unfermented must may be kept as Süssreserve, to be added as a sweetening component before bottling. Some winemakers create a second batch of wine from the used pomace by adding a quantity of water equivalent to the juice removed, letting the mixture sit for 24 hours, and draining off the liquid. This wine may be used as a drink for the employees of the winemaker or as a basis for some pomace brandies. Grappa, however, must by law be produced only from the pomace solids, with no water added.

Balsamico[edit]

Bottle of traditional balsamic vinegar from Modena, Italy, containing grape must

The must is also an essential ingredient for the production of traditional balsamic vinegar, the special aged vinegar from the Emilia-Romagna region of Italy, protected under the European protected designation of origin system.[citation needed] Selected bacterial colonies or the lenta in superficie (slow surface) or lenta a truciolo (slow wood shavings) methods are used for acetification, and then there is a maturation phase. Both the acetification and the maturation take place in precious sessile oak (Quercus petraea), chestnut, oak, mulberry, and juniper barrels. After a minimum maturation period of 60 days, a group of expert technicians will test the resulting product analytically as well as organoleptically (via taste, aroma, the palette and other senses).[1]

Mead[edit]

This term is also used by meadmakers for the unfermented honey-water mixture that becomes mead. The analogous term in beer brewing is wort.[citation needed]

In cookery[edit]

In ancient Greece, must condensed by boiling was called siraion (σίραιον) and was used as a sweetener in the kitchen in various recipes (and as a syrup over teganitai (pancakes)). From the Greeks, the Romans in ancient Rome also used the condensed must in cooking, as a sweetener. Must was boiled in lead or bronze kettles into a milder concentrate called defrutum or a stronger concentrate called sapa. It was often used as a souring agent and preservative, especially in fruit dishes.

Currently, reduced must is used in Greek, other Balkan countries, French and Middle Eastern cookery as a syrup known as petimezi, pekmez or dibis. In Greece, petimezi is a basic ingredient for a must-custard known as moustalevria, and a sweet-meal known as soutzoukos, churchkhela. The Moustokoúloura or "must cookies" are also popular Greek cookies, which are based on a sweet dough made by kneading flour, olive oil, spice, and must. They are made in various shapes and sizes, and they are dark brown in color because of the must and the spice in them. In the wine making areas of South Africa must is used to make a sweet bun known as mosbolletjies.

The term petimezi is a Hellenized word of the Armenian/Trebizond term petmez. Petmez was a type of syrup that was made with berries of the White Mulberry tree; petmez was used in Byzantium (Trebizond was part of the Byzantine Empire), where White Mulberries grew in abundance, for their berries and for the silk worms that feed exclusively on Mulberry leaves.

Roman lead poisoning hypothesis[edit]

Geochemist Jerome Nriagu published an article in the New England Journal of Medicine in 1983 hypothesizing that defrutum and sapa may have contained enough lead acetate to be toxic to those who consumed them regularly.[2]

In Christian liturgy[edit]

In Catholic Eucharistic liturgy, must may be substituted for sacramental wine, on condition that the ordinary has granted permission for the benefit of a priest or lay person who should not, usually because of alcoholism, ingest wine; but in normal circumstances it may not be used in place of wine.[3]

Official Catholic documents define must (mustum in Latin) precisely as "grape juice that is either fresh or preserved by methods that suspend its fermentation without altering its nature (for example, freezing)",[3] and it excludes pasteurized grape juice.[4]

This teaching goes back at least to Pope Julius I (337–352), who is quoted in Thomas Aquinas's Summa Theologica as having declared that in case of necessity, but only then, juice pressed from a grape could be used. Aquinas himself declared that it is forbidden to offer fresh must in the chalice, because this is unbecoming owing to the impurity of the must; but he added that in case of necessity it may be done.[5]

Aquinas himself declared:

Must has already the species of wine, for its sweetness ["Aut dulcis musti Vulcano decoquit humorem"; Virgil, Georg. i, 295] indicates fermentation, which is "the result of its natural heat" (Meteor. iv); consequently this sacrament can be made from must. ... It is forbidden to offer must in the chalice, as soon as it has been squeezed from the grape, since this is unbecoming owing to the impurity of the must. But in case of necessity it may be done: for it is said by the same Pope Julius, in the passage quoted in the argument: "If necessary, let the grape be pressed into the chalice."[6]

Liturgical norms[edit]

The latest document from the Congregation for the Doctrine of the Faith on the matter, issued on 24 July 2003, gave the following norms, which simplify those previously in force:[3]

The ordinary is competent to give permission for an individual priest or layperson to use mustum for the celebration of the Eucharist. Permission can be granted habitually, for as long as the situation that occasioned the granting of permission continues (e.g., the priest is an alcoholic).

When the principal celebrant at a concelebration has permission to use mustum, a chalice of normal wine is to be prepared for the concelebrants.

Given the centrality of the celebration of the Eucharist in the life of a priest, one must proceed with great caution before admitting to Holy Orders those candidates unable to ingest alcohol without serious harm.

Attention should be paid to medical advances in the area of alcoholism and encouragement given to the production of unaltered mustum.

See also[edit]

References[edit]

  1. ^ "Balsamic Vinegar". Italia Regina. Retrieved 6 June 2017.
  2. ^ Grout, James. "Lead Poisoning and Rome". University of Chicago. Archived from the original on 19 October 2017. Retrieved 22 July 2011.
  3. ^ a b c "Gluten Allergies/Alcohol Intolerance and the Bread and Wine used at Mass", circular letter Prot. 89/78-174 98 of 24 July 2003, Congregation for the Doctrine of the Faith, to Presidents of Episcopal Conferences.
  4. ^ "The Use of Mustum and Low-Gluten Hosts at Mass". United States Conference of Catholic Bishops. November 2003. Retrieved 5 August 2008.
  5. ^ Summa Theologica, III, q. 74, art. 5, reply to objection 3.
  6. ^ Summa Theologica, III, q. 74, art. 5, reply to objection 3

Further reading[edit]

  • Baldy, Marian W. The University Wine Course: A Wine Appreciation Text & Self Tutorial, 2nd Edition. San Francisco: The Wine Appreciation Guild, 1995. ISBN 0-932664-69-5.
  • Gozzini Giacosa, Ilaria. A Taste of Ancient Rome. Chicago: University of Chicago Press, 1994. ISBN 0-226-29032-8.
  • Herbst, Ron, and Sharon Tyler Herbst. Wine Lover's Companion. Hauppauge, N.Y.: Barron's, 1995. ISBN 0-8120-1479-0.
  • Nriagu, Jerome O. "Saturnine Gout Among Roman Aristocrats: Did Lead Poisoning Contribute to the Fall of the Empire?" New England Journal of Medicine 11, no. 308 (17 March 1983): 660–3. doi:10.1056/NEJM198303173081123.
  • Whittaker, John. Winemaking Made Easy. Edmonton: Lone Pine Publishing, 1993. ISBN 1-55105-030-7.

External links[edit]