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WiththegenerousgrantsupportfromtheHistoryProjectandtheInstituteforNewEconomicThinking(INET),IwasabletoaccessarchivesinEgyptandtheNetherlands.Thisarchivalresearchsatattheheartofmydissertationentitled“GrandPlansinGlassBottles: ASocial,EconomicandTechnologicalHistoryofBeerinEgypt1880-1970.”Thisisachapterexcerpt:
CrowningthePyramid:TheEgyptianBeerIndustry’s“Mature”Period(1940–1952)
Bythelate1930s,beerhadbecomeasignificant,thoughcontentious,elementof
“modern”Egyptianculture.TheascentofbeercorrespondedtoatransformationinEgypt’s
beerproductionfromartisanalcrafttowell-developedindustry.Thischapterlooksatthe
twocompaniesthatcametodominatethebeerindustryinthe1940s,CrownBreweryand
Bomonti-PyramidBrewery.AstheyenterwhatIcalltheir“matureperiod,”whichspanned
from1940to1952,thesecompaniestooktheformthattheywouldmaintainuntil1963:
thatis,apartnershipwithconvergingexecutivestructures,shareholders,andbusiness
practices.ThisconvergencewasspearheadedbytheAmsterdam-basedmultinational
corporationHeinekenBrewingCompany(HeinekenBierbrouwerij-Maatschappij),
hereafterHeineken.HeinekenhadtargetedtheCrownandPyramidbreweriesforinclusion
intheirever-expandingempireafterhavingseenthedevelopmentsandprofitsofthese
twocompaniesupto1940.Athirdfeatureofthecompanies’matureperiod,inadditionto
beingcharacterizedbypartnershipandbyHeineken’sinfluence,wastheirstruggleto
maintaintheirhybrididentitiesastrulytrans-nationalventures.Thecompaniescouldnot
beclassifiedeitherasstrictlyDutchorEgyptianventures.Thishybridstatewascrucialto
thecompanies’successpriorto1940,butitbecameproblematicinthe1940sastheworld
thatwasfarlessacceptingofambiguityinnationalityandeconomics.
2
ThetransformationofthecompaniesfromrelativeautonomousentitiestoHeineken
guidedventuresstemmedfromasinglecatastrophicevent:WorldWarII,thelargestwar
thattheworldhadyetseen.Heineken’spushtoconsolidateCrownandPyramidBreweries
representeditsunwillingnesstocontinuetosuffertheinefficiency,ofwhichithadbecome
acutelyawareofduringthewar,ofbeingapassiveshareholderacontinentaway.Afterthe
war,Heinekensoughtgreatercontroloveritsassetstomaximizeprofitsandeasethe
exploitationoftheEgyptianmarket.ThismeantthatnotonlywouldCrownandPyramidbe
morecloselytiedtogether,butalsothatHeinekenwouldplayalargerroleintheactivities
ofbothcompanies.TheseactionsreflectedHeineken’sattempttotransformthese
companies,inthewordsofRobertL.Tignor,frombeinglooselyadministeredfirmsto
tightlycontrolledfirms.1
Heinekenwasnottheonlypartythatwasinspiredbytheextraordinary
circumstancesofthewartodemandgreatercontrolofthebreweries.TheEgyptian
government,too,cametointeractandcontrolbusinessesinawaythatithadneverbefore.
Sincethe1920s,therehadbeengrowingdemandamongEgyptianpoliticiansforgreater
controloftheireconomy,especiallyvis-à-visthe“foreign”elementspresent.Thesetwo
trends,towardgreatercontrolandtargetingthe“foreign”element,convergedin1947in
theCompanyLaw,whichgrantedunprecedentedpowerstotheEgyptiangovernmentto
dealwithjoint-stockcompaniesthatitclassifiedas“foreign.”Whereasinthe1920sand
1930sthesecompaniesandtheiractionshadbeenrelativelyunsupervised,startingin
1947,theyhadtoreckonwithamoreinvasiveandself-assuredgovernmentthathadavery
narrowideaofwhatanEgyptiancompanywas.
3
Asbothoftheseforces,HeinekenandtheEgyptiangovernment,exertedgreater
controloverPyramidandCrownbreweries,theydidnotsitpassively.Rather,theyfought
bothactivelyandsurreptitiouslyagainstoutsidecontrol.Inbothcompanies’interactions
withHeineken,theyusedthegeographicdistancebetweenthemandtheAmsterdam
headquartersinordertorejectorslowdownactionsthattheyfounddistasteful;thus,they
wereabletonegotiatefromapositionofweakness.Inthebreweries’interactionswiththe
Egyptiangovernment,despitetherisingpoliticaltideofeconomicnationalism,theywere
able,withtheaidoftheirDutchbackers,tomaintaintheirhybridity.
Theargumentofthischapterproceedsinfivesections.Thefirstsectionlooksat
howcinematicportrayalsofbeersignaledanewculturalacceptanceofthebeverage.The
followingsectionexamineshowHeinekenenteredtheEgyptianbeerindustry.Thethird
andfourthsectionslookathowthenewconglomerationofHeineken,Crown,andPyramid
dealtwithexternalfactors.Sectionthreediscusseshowthesethreeentitiesmanaged
Egypt’sinvolvementinWorldWarIIanditsaftermath.Thefourthsectionthenlooksat
howHeineken,Crown,andPyramidgrappledwithamoreinvasiveEgyptiangovernment
pushingEgyptianization.Finally,thischapterclosesbylookingathowthedemographicsof
theshareholdersofCrownandPyramid’sexemplifiedtheirstatusesasendangered
transnationalenterprisesinanincreasingly“nationalistic”Egypt.
CelluloidConsumptionIntracingtheplaceofbeerinEgyptianculture,filmisanexcellentplacetolook,as
itsdevelopmentinEgypttrackedaparallelpathtothedevelopmentofthenation’sbeer
industry.FilmenteredEgyptbeforethebeerindustry,in1896.2BothEgypt’sbeerindustry
4
anditsfilmindustryadoptedtechnologicaladvancesfromEurope.Thefirstfilms,recorded
onacinematographbytheLumierebrothers,AugusteandLouis,hadbeenplayedforParis
audiencesin1895.3Lessthanthirtyyearslater,thefirstfilmsappearedinEgypt.Thefirst
full-lengthfilmproducedinEgypt,FibilādTutʿAnkhAmūn(IntheLandofTutankhamen),
premieredin1923.4Thissectiontraceshowcinematicportrayalsofbeersignalanew
culturalacceptanceofthebeverageinEgypt.
Bythe1930s,thefilmindustry,likethebeerindustry,hadbecomewhatEuropeans
wouldcallamodernindustry;andbythe1940s,ithadbecomeapowerfulforcein
Egyptianculture.Between1945and1952,thefilmindustryproducedoverfourhundred
films.5Itwasinthissameperiodthatfilmbecameanartformthatwascraftinganew
“middle-classbourgeoisnationalistidentity.”6Itstandstoreasonthatbeerwouldappear
infilms,asittoowasbecomingaculturalforceinthisperiod.Indeed,from1940to1952,
thebeerindustryexperiencedsustainedsuccess.After1923,otherindustries,likehard
manufacturing,foodproduction,andtextileswouldovertakethebeerindustry,butnever
thelatterlostitsprofitability.In1946,forexample,CrownBrewery’snetprofitstotaledthe
significantsumof106,000LE.7
Thefilmsdiscussedinthissectiontendtoshowthatbeerdrinkerswerecoming
fromtheoldgroupingsoftheeffendiyaandtheurbanunderclass.However,asLucie
Ryzovanotes,theboundariesofthesegroupingshadshiftedbythe1940s.Theeffendiya,
theurbanofficeclass,intheperiodfollowingEgypt’ssemi-independencein1922cameto
represent,atleastfortheliberalnationalists,theperceivedmiddleofEgyptiansociety.The
effendiyawerethebearersofthenationalmission,andtheyweredistinctfromtheawlād
al-balad(nativesons,“thegoodguys”),thefellahin,andtheawlādal-dhawāt(Arabic,sons
5
ofdistinction,the“elite”).8Inpractice,tobeaneffendiwastoinhabitaliminalplace
betweenthelowerandupperclasses,tobeasecular,modern,andliberallyeducated
personwhostroveforthemodern,secular,elitelifestyle,butwhosebackgroundand
financialstatuskeptoneseparatefromthatelite.9
Withthisshiftfrombroadtospecificcharacterizations,theeffendiyabecame
distinctfromtheclassesaboveandbelow,atleastinthemindsofintellectuals.Whereas
previouslytheeffendiyaincludedboththeeliteandtheWesterneducatednon-elite,the
termcamemoreandmoretorefertothoseurbansubalternswhohadundertaken
“effendification,”whiletheWesternizedelitetookthenameofawlādal-dhawāt.Likewise,
withmostoftheneweffenditransitioningfromtheurbansubaltern,whatitmeanttobea
non-effendiresidentofatownoracitycametobeencapsulatedintheconceptsofthe
awlādal-baladandal-futūwwāt(Arabic,youths).AsWilsonChackoJacobhasshown,
despitethetermfutūwwa’smultivalentandcomplicatedhistory,bythe1930s,theterm
wasdivestedofmuchofitspositivecharacteristicsandcametoresembletheconceptofal-
balṭagī(thug,tough,etc.).10
Likethedepictionofcigarettesinfilms,itwastheseimaginedgroups(awlādal-
dhawāt,awlādal-balad,futūwwāt,andtheeffendiyya)thatshapeddepictionsofbeer
consumptioninEgyptinthepost-independenceperiod.11Fortheelite,theirconsumption
ofalcoholwasassumedandunquestioned.Manymoviesfromtheperiod1930to1950
showupper-crustmenandwomendressedinfineWesternclothing,listeningtomusicand
dancingwhileenjoyingalcoholicbeverages.Whilegenerallythetypeofalcoholremains
obscure,inafewnotableexceptions,beertakescenterstage.Forexample,inal-ʿAzima
(Determination,1939),asʿAdliBey(AnwarWagdi)talkstoMuhammadHanafi(Hussein
6
Sidky)abouttheirjointbusinessventure,usingaphonelocatedinabar,aStella
advertisementsitsprominentlyinthebackground.12Theadvertisementissolegibleand
prominentthatitcanonlyhavebeenintentionallyplacedintheframe.
Inanevenmoreprominentexample,fromthemovieʿUstaHasan(BossHasan,
1952),therichSvengali,Kawsar(ZuzuMadi),hasarefrigeratorstockedwithbeerbottles
bearingtheunmistakablestarlogoofStellabeer.13Thebottleisfetishized,withthecamera
makingitoneofthemostprominentimagesonthescreen.Inaddition,thebottleisusedas
ametonymyforbeerandalcoholmoregenerally.Thisabilitytohavethebrandedbottle
serveasasignifierofalcoholingeneralisevidenceoftheeffectivenessofthebeer
advertisementsofthe1930s.Bythe1940s,theseadvertisershadachievedwhatthey
desired:thebottle,asymbolofwhatIcalltotalcontrolbrewing,hadenteredEgyptian
cultureasthesymbolofbeer.Totalcontrolbrewingwastheideathatacompanycould
produceastandardized,sturdy,andsanitaryproductbyassiduouslyapplyingthelatestin
brewingtechnologies.ThesceneinʿUstaHasanisimportantinshowingthecultural
footprintofthebeerbottle,andofbeeringeneral.Thefilmagainlinkstheconsumptionof
beertotheelite,althoughitaddsalayerofcomplexitybyportrayingupperclasswomen’s
consumptionofitasnormative.Thisportrayalwasatypicalforthetime,asalcoholwasstill
generallyreservedformen.
Egyptianfilmsalsoportrayedurbansubalternsasdrinkersofbeer.Thetwomost
prominentexamplesofsuchcharactersareHamida(ShukriSarhan)inIbnal-Nil(NileBoy,
1951)andHasan(FaridShawqi)inʿUstaHasan.14InIbnal-Nil,whoseverytitleevokesthe
ideaoftheawlādal-balad,afellahnamedHamidatravelstoCairotoescapehislifeinthe
village.Freshoffthetrain,Hamidasearchesforaplacetospendthenightandendsupina
7
danceclub.Unsurprisingly,heisenticedbythevicesoftheclub,andinanactthatsetsoffa
terriblechainofevents,hesuccumbstoadancerandtobeer,andeventuallylosesallofhis
money.Inthescene,beer,depictedinanoverflowingstein,iscloselyassociatedwiththe
dancer(SamihaTawfiq)throughinterspersingofimagesofthefrothymugwithher
gyrating.InthecaseofHasan,Kawsarenticeshimtoabandonhishumblelifestyleand
becomeherparamourwithgiftsandplentifulfoodanddrink.Inoneofthefilm’spivotal
scenes,inwhichtheprotagonistbeginstorealizethepleasurespossibleinthisnewlife,
Hasangorgeshimselfonawholeturkeyanddrinksthreebottlesofbeer.Thisplenty
appearsinstarkcontrasttothepenuriouslifestylehelivedinhishumblehome.
Theblatantconsumptionofbeerinthefilmisnotwithoutconsequencesforthetwo
maincharacters.Acommonrefrainintheseandotherpre-1960sEgyptianfilmsisthatthe
ibnal-baladwhodrinksultimatelysuffersfordoingso.InthecaseofHamida,hisfirstnight
ofdrinkingtransformshimfromthenaïveyetauthenticibnal-baladintoacynicaland
violentfutūwwa.Eventually,hisnewlifestyleleadshimtojail,althoughheislaterfreed
andreturnshome.AsforHasan,beermarksanevenmoretragictransformation.Heleaves
hislifeashard-workingmechanictobecomeamorallycorruptbonvivant.Therehehas
twounhappyrelationships(withhiswifeandKawsar),andseeshissoncometophysical
harmandKawsargetmurdered.Hasanisonlyfreedtolearnfromhismistakesandresume
hisoriginallifebecauseofthesurpriseconfessionofKawsar’sinvalidhusbandtothe
woman’smurder.ThesedetailsfromthefilmIbnal-Nil,whichemphasizethedangersof
modernitytotheuneducatedbutauthenticawlādal-balad,thetransformativepowerof
beeremergesasakeytheme.Ineachcase,alcoholhascausedtheprotagonisttomakethe
incorrecttransition.Neithercharacterhasmovedfromauthenticnativesontohard
8
workingandrespectablememberofthemiddleclass.Instead,theybothtransitiontomore
profitablebutmorallybankruptphases.Thisnarrativeofthedrinking-leddownfallforthe
ibnal-baladisechoedinothermediaaswell.Forexample,weseethisnarrativeinBayram
al-Tunsi’szajalpoems,“rhymedstrophicpoemscomposedinnon-classicalArabicbased
rhythmicallyonmetricalpatternsadaptedfromtheclassicaltradition.”15Inhismassive
1924zajalpoemIlBaladi,“Abdal-Salam,thewriter,isbroughtdownbyhisever-
increasingconsumptionofbeerandwhiskey.”16
Theideathattheconsumptionofbeerandalcoholisdangerousingeneralis
supportedbythedepictionoftheeffendiyainmovies,whogenerallyremainteetotalers.
Forexample,themainprotagonist(andarch-hero)ofal-ʿAzima,MuhammadHanafi,avoids
drinkingevenwhenhevisitshisgoodfriend,theeliteplayboyʿAdli,inabar.This
abstemiousnessisseeninothereffendiprotagonistslikeHamid(ʿImadHamdi)inal-Suqal-
Sawdaʾ(BlackMarket,1945)andTahaEffendi(YusufWahbi)inIbnal-Haddad(Sonofthe
Blacksmith,1944).17Themiddleclassprotagonistisnotalwaysstrictlyabstemious;for
example,Munir(Faridal-ʿAtrash)inAhebbekInta(ILoveYouOnly,1949)isatelegraph
operatorandpart-timesinger,whointhecourseofhisworkconsumesalcohol.Inthisrole
andmanyothers,Faridal-ʿAtrash’scharactersarenotablefortheirentirelynormative
relationshipswithalcohol.18
Thedifferencesinthefilms’treatmentsofalcoholcanbeattributedtodifferencesin
thefilms’respectivepurposes.Thedifferencebetweenthe“commercial/melodramatic”
filmandthe“art/realistic”filminEgyptmaynothavebeenassharpassomecriticswould
imply,asWalterArmbrustandJoelGordonhaveargued,butthedifferencestilldidexist.19
Infilmslikeal-Suqal-Sawdaʾ(TheBlackMarket,1945),ʿUstaHasan(BossHasan,1952),al-
9
ʿAzima(Determination,1939),andotherrealisticfilms,directorsportrayed,withvarying
degreesofsuccess,Egyptasitexistedineverydaylife.Whilethemelodramaticfilms
starringMuhammadʿAbdal-Wahab,FaridʿAtrash,andAbdal-HalimHafiz,certainly
reflectedsomeaspectsoftheEgyptianreality,thefilmsaimedmoretoentertainthanto
faithfullyreproducethesocialconditionsofcontemporaryEgypt.Thismeantthatthese
filmsdepictedalcoholconsumptionasapartoftheaspirationallifestylethatthefilms
glorified.Thisdepictioncontrastedtorealisticfilms,inwhichalcoholconsumptionwas
citedalongwithgamblingandsexasasymptomofcorruptionwroughtbymimickingthe
West.Thedifferentdepictionsofalcoholconsumptionvis-à-vistheimaginedmiddleclass
oreffendiyareflectedEgyptianintellectuals’uncertaintyoverwhattheidealmixofmodern
andtraditionalshouldbe,particularlyforthegroupwhomtheyenvisionedtobethetrue
bearersofEgypt’sfuture.20
ConsolidationWhilethedepictionofbeerandalcoholinfilmwassomewhatambiguous,therewas
noambiguityaboutwhocontrolledthebeerindustryinEgyptinthisperiod,itwas
Heineken.Howitcametodominatewasaconvolutedprocessemblematicofgreater
changesintheEgyptianeconomy.TheBomontis’purchaseofPyramidBrewerymarkeda
distinctbreakinthehistoryofthebeerindustryinEgypt.After1923,thebeerindustrywas
subjecttotwotrendsparticulartotheEgyptianeconomybetween1918and1950:
consolidationandEgyptianization.TheconsolidationprocessbeganwiththeBomontis
whocombinedthreecompaniesintoBomonti-PyramidBreweryin1923.Beforeeven
consolidatingalloftheirholdings,Bomonti-Pyramidhadworkedoutasalesagreement,as
10
detailedinchapter3,withtheirmaincompetitor,CrownBreweryin1921.Thissales
agreementprovedverylucrativeforbothfirms.Forexample,theysoldmorethan75,000
hectolitersofbeerinEgyptin1928.21
TheirsuccesscaughttheeyeofReneGaston-Dreyfus,thesonofawealthyFrench
banker,whohadestablishedabreweryinMorocco,BrasserieduMaroc,inthe1920s.Thus
in1928hestartedoverturestotrytoenterintotheEgyptianbeermarket.Gaston-Dreyfus
initiallywenttoCharlesCantoni,whowasservingastheheadofCrownBrewery,with
grandplansofbuyingtheentirelocalindustry.However,whenCantonionlyoffered
Gaston-Dreyfus3,000shares,asmallnon-controllingstake,hedecidedtolookforother
waystoachievehisgoals.Gaston-DreyfussettledonBomonti-Pyramid,whenoneofhis
businesscontactsalertedhimthatJacquesRuch,whoowned45%ofBomonti-Pyramid
stockandwasthelargestshareholder,waswillingtosell.Afteraninitialrebuttal,Gaston-
DreyfuswasablenotonlytobuyRuch’ssharesinBomonti-Pyramid,butthoseinthe
Istanbulbased-breweryBomonti-Nectar.WiththeseinterestsnowaddedtohisCairo,and
Moroccaninterests,Gaston-Dreyfusnowhadasmallmulti-nationalventure,whichhe
incorporatedandnamedSociétéFinaciereBrasseries(Sofibra)in1929.
AfterbuyingintoBomonti-Pyramid,Gaston-Dreyfussetoutto“purify”theboardof
thecompany.AlthoughBomonti-Pyramidhadbeensuccessful,itappearedtoGaston-
DreyfusthatCurtBomonti,thesonoftheeponymousfounderWalter,andhiscousin
RudolphYost,hadplacedthecompanyonadangerouspath.Gaston-DreyfussawCurt,who
wasthechairmenoftheboard,asadimwittedclodwhopreferredtospendnightsouton
thetownratherthandoanywork.Theonlyreasonhemaintainedhispositionwasdueto
thefactthathisfamilyheldsomanyshares.Yost,whowasthemanagingdirector,in
11
Gaston-Dreyfus’viewhadenrichedhimselfoffthecompany,buthaddoneverylittleforit.
Asaresultoftheirmismanagement,Bomonti-Pyramidwasunabletohaveproductionmeet
upwiththegrowingdemandsoftheEgyptianpopulationandthushadtosellinferiorbeer
thatwouldhaveotherwisebeentossedaway.22Thusby1932,Gaston-Dreyfus,through
someclevermaneuvering,wasabletoexcisebothBomontiandYostandreplacethemwith
ReneIsmalunandPierreGeisenberger,respectively.Gaston-Dreyfuswasfamiliarwith
GeisenbergerandhisworkatbreweryinDakar,whileIsmalun,whowaspartofthe
EgyptianJewishcommunity,camhighlyrecommendedbyoneofGaston-Dreyfus’
associates.Gaston-Dreyfus,showinghisimperialchauvinism,didnothaveahighvaluation
ofIsmalun.Hebelievedthathewaslazyand“notagenius,”buthewas,mostimportantly,
honest.23
AfterreorganizingBomonti-Pyramid,Gaston-Dreyfussetabouttakingcontrolof
Crown.HefoundhiswayinwithastockholdernamedMr.Rollo.Afterconvincinghimto
sellhis4,000shares,hewasabletomanipulatehimandCrownandraisehisstockholding
to9,000shares.Hewouldhavebeenabletotakeamajorityoverthecompanybybuying
the3,000sharesfromCantoni,wereitnotfortheinterventionofConstantineMouratiadis.
Asdiscussedinchapter3,hewasthetangiblelinkbetweenCrownandPyramidunderthe
Bomontis,asheranthesalesoperationsforbothbreweriesinCairoandwasamajor
stockholderinCrown.SeeingtheaggressivemaneuveringofGaston-Dreyfusandfearing
forthelucrativelifehehadcarvedoutforhimself,heentrenchedhimselfbothwithinthe
operationswithCairoandintheCrownBreweryboard.Thus,beforeGaston-Dreyfuscould
havethechance,hewasabletobecometheChairmenoftheBoardofCrownandthe
majorityshareholderinCrown.24
12
Gaston-Dreyfus,soughttheadviceofhismenontheground,likeGeisenberger,on
howtoproceedtothefirstrealroadblocktohiscontroloftheEgyptianbeerindustry.They
advisedGaston-DreyfusthatifSofibraengagedinopenwarfarewithMouratiadis,they
wouldbeembroiledinaruinouswarthatwouldfracturetheexcellentworking
relationshipbetweenCrownandPyramidandcostBomonti-Pyramidagreatdealof
money.25TheyratheradvisedGaston-DreyfustocometoanagreementwithMouratiadis,
whichgrantedhisdesiredautonomyintheAlexandria,sothatheandSofibracouldwork
togetherandmaintaintheprofitabilityofthetwobreweries.Thisdétentenotonlyavoided
acostlyconflict,butallowedBomonti-Pyramidtobuildupenoughreservesthatif
Mouratiadisprovedhimselfaproblemtheycouldengageinopenwarfarewithhim.
However,itnevercametothatasaftertheinitialbitofposturingtheysettledintoa
workableandprofitablepartnership.Gaston-Dreyfuscultivatedanexcellentrelationship
withtheirrespectiveadministrations.Althoughhewasbasedabroad,inParis,he
spearheadedclosecollaborationsbetweentheboardsandencouragedunanimityinthe
breweries’goals.26Gaston-DreyfushadsuchapositiveinfluencethatwhenHeineken
boughthimout,membersoftheCrownBreweryboardaskedhimtostayonasan
executivemember.27
Theforeign-backedconsolidationofthebeerindustryinEgyptwastypicalofthe
Egyptianjointstockcompaniesofthetime.AsRelliShechtershowsinSmoking,Cultureand
EconomyintheMiddleEast,theEgyptiantobaccoindustryunderwentasimilarprocessof
centralizationdrivenbythemulti-nationalBritish-AmericanTobaccoCompany(BAT).In
theperiodthatBomonti-Pyramidwasconsolidatingthebeermarket,BATrapidly
expandedinEgypt.By1927,itownedsixtobaccofactoriesinEgyptandhadbecomethe
13
secondbiggesttobaccocompanyinthecountry.Inthatsameyear,itmergedwiththe
largesttobaccocompanyinEgypt,Matossian,andrenamedtheconglomerationEastern.At
thatpointEasternowned90percentofthetobaccomarket.28Likewise,RobertL.Tignor
describeshowafew,“heavilycapitalized,verticallyintegrated,andpoliticallypowerful
firms”tookcontrolofthetextileindustryinEgyptinthe1920s.29Thepushfor
consolidationinalloftheseindustrieswasspurredonbythetariffreformsof1930.Local
leadingbusinessmagnatessawthesereforms,whichweremeanttolimitimports,astheir
opportunitytodominatetheirrespectivesectors.Theythusaimedtoestablish“largeand
powerfulfirmsinthelate1920s”tomakeitdifficultfornewfirmstoenter.30
AfterbuyingintoCrownandPyramid,Gaston-Dreyfuscontinuedtolooktoexpand
hisinternationalholdings.HismainprojectafterCrownandPyramidwasincreasinghis
presenceinIndonesiabyestablishingabreweryinJava.31SinceitwasaDutchcolonyatthe
time,Gaston-DreyfusaimedtopartnerwithaDutchbreweryintheventure.Hefounda
willingpartnerinHeinekenBrewingCompany,oneofthelargestbrewersintheworld,and
itsrepresentativeinthearea,JonkheerPieterR.Feith.WhenSofibraandHeinekenwentto
JavatheyagreedthattheonlyplacesuitableforanewbrewerywasthecityofSurabaya.
Unfortunately,anothercompany,ColonialeBrasserie(Cobra),hadpurchasedlandtherein
hopesofbuildingtheirown.Althoughtheywereinitiallydiscouraged,Sofibraand
Heinekencameuponasolutionwhen,inthe1930s,theymetanothermultinational
brewinginterestlookingtoexpanditsbrand,SociétéAnonymeInternationaledeBrasserie
(Interbra).ThisBelgiancompany,hadinterestsinBelgium,France,BelgianCongo,and
Angolaand,incidentally,ownedColonialeBrasserie(Cobra).32
14
InlinewithHeineken’saggressiveinternationalexpansionplanofthe1930s,the
brewinggiantpurchasedallthreeofthecompanies(Sofibra,Intebra,andCobra).With
regardtoEgypt,theinvestmentinSofibraprovidedanentranceintoamarketthatit
coveted;thechairmanofHeinekenhadvisitedEgyptaftertheFirstWorldWarandwas
impressedbytherapiddevelopmentthatthebeercompanieshadmadeduringthattime.33
Heineken’sentranceintotheEgyptianbeerindustrythusbeganin1937andwas
spearheadedbytheinvestmentcompanyCobra,re-namedN.V.KolonialeBrouwerijen,
whichrelocatedtoAmsterdam.34Cobrahadbecome,afterthepurchaseofand
incorporationofSofibraandInterbra,themainvectorforHeinken’sinternational
expansion.IthadinvestmentsnotonlyinEgypt,butalsoinIndonesia(Heineken
Netherlands-IndonesianBrewingCompanyinSurabaya),Singapore(MalayanBreweries),
andBrussels(SociétéInternationaledeBrasserie).Thislastbreweryevenhaditsown
internationalholdingsinFrance(MetzandTours)andinBelgianCongo(Leopoldville).35
Insteadofpurchasingthebreweriesoutright,Cobraboughtalargenumberof
sharesinBomonti-PyramidandCrownBrewery.Althoughthismightsoundlikearather
straightforwardprocess,theacquisitionoftheshareswasamulti-stepventure.Heineken,
actingthroughCobra,asaDutchcompany,boughtsharesincompanieswhosemainbases
ofoperationwereinEgypt,butthatwereregisteredasBelgiancompaniesinBrussels.The
multinationalnatureofthenewenterprisemeantthatthemovementofinformationwas
notafrictionlessprocessandwasoftenheldupbylanguagebarriers.Forexample,if
HeinekenwantedtoimplementanewpolicyonthegroundinCairo,ithadtogothrougha
multi-stepandmulti-lingualprocess.Heineken,locatedinRotterdam,wouldsenda
directivetoCobra,locatedinAmsterdam,viaaletterwritteninDutch.Cobrawouldthen
15
relaythisinformationtotheCEOsofCrownandPyramidBreweries,whowerelocatedin
AlexandriaandCairo,respectively;thiscommunicationwouldagaingobyletter,butthis
timeinFrench.TheCEOswouldthenrelaythemessagetotheirrespectiveboardsin
Brussels,throughlettersortelegramsinFrench.Finally,afterapprovalbytheboardsin
Brussels,thepolicywouldbeimplementedthroughtheaidofworkerswhohadbeen
informedoftheplaneitherorallyorthroughwrittenArabic.
Thedifficultiesincommunicationinthisnewsetupwereexemplifiedbyoneof
Cobra’sfirstattemptstoattendageneralmeetingofCrownBrewery’sshareholdersin
Brussels.BecausetherelationshipbetweenCobraandCrownhadnotyetbeenformalized,
CobraputonethousandsharesofCrowninthetrustofanagency,theNetherlandsTrading
Society(NederlandscheHandel-Maatschaapij)inAmsterdam,whichthensentanagentto
representCobraatCrown’sshareholders’meeting.Allthewhile,Cobrahadto
communicatethesestepstoallthepartiesinvolved(Heineken,CrownandPyramid,
NetherlandsTrading)inFrenchandDutch.36
Despitetheaddedlayerofadministrativeinefficiency,theinvolvementofoneofthe
largestbrewersintheworldwasapositivedevelopmentfortheEgyptianbeerindustry.
ThisrelationshipprovidedPyramidandCrownaccesstotheexpertiseofHeineken,which
wasonthecuttingedgeofbrewing.Inaddition,Heinekenwasamultinationalcompany
withworldwidebusinessinterestsandthuswaswellacquaintedwiththeparticularitiesof
brewinginallmannerofclimatesandregions.Thebenefitsofthisrelationshipbecame
apparentwhen,forexample,CrownBreweryinvestedinkegs.Kegs,likebottles,werea
beer-deliverymethodwithinthetotalcontrolbrewingsystem.Thekegwasthephysical
embodimentofthemodernbrewer’sbeliefthattheapplicationofthemostcutting-edge
16
technologywouldenablehimtodeliverastandardizedanddurableproducttocustomers.
Assuch,thekegestablishedtwoimpermeableboundaries;onebetweentheoutsideworld
andthebeerandonebetweenthebeercontainedwithinthekegandthekegitself.
Thefirstimpermeableboundaryseparatedthecontentsofthekegfromtheoutside
world.Likeglassbottles,kegshadtopreventanymicroorganismsorotherforeignbodies
fromenteringfromtheenvironment.Afterthesekegshadbeenfilledtheywouldbe
pasteurized,inasimilarprocesstothatusedonbottles,toassurethatnoforeignbodies
werepresent.Unlikeglassbottles,however,kegshadtocarryamuchlargeramountof
beer.Whereasbottlescontainednomorethan750mlofbeer,kegscouldhousethirtyliters
ormore.Thislargesizemeantthatthekegwasasmuchastoragedeviceasitwasa
deliverydevice,andthatitthushadtohaveasecondimpermeableboundary.Besides
keepingtheoutsideworldawayfromthebeer,theyalsohadtonotreactwiththebeerheld
inside.Anyseepagefromthekegsintothebeerwouldaddflavor.Thiswasnotsuchan
issuewhenthekegsweremadeofwood(mostoftenreferredtoasbarrelsorcasks)
becausetheywouldimpartanaturalwoodyflavorthatcouldchangetheflavorprofile,but
wouldnotruinit.However,bythe1930swoodenbarrelshadbeenreplacedbymetalkegs,
asmetalwassturdier,moreeasilyshipped,andcouldbereusedmoreoften,andseepage
becameaseriousissue.Notonlycouldthemetalalterthetasteofthebeerbyaddingan
unappealingmetallictaste,butthebeer,dueitscarbonation,couldstartcorrodingthe
insideofthekeg.37Thus,notonlydidthisseepageruintheproduct,butitalsorequiredthe
replacementofthekeg,adoubleloss.
Giventheimportanceofkegstotheoverallbrewingprocess,whenCrownwantedto
purchasekegsin1938,theyturnedtotheirnewmultinationalpartnerfortheirexpertise.
17
Heineken,speakingthroughCobra,offeredtworecommendationsforcompaniesfrom
whomCrownBrewerycouldpurchasetheirkegs:aDutchfirm,T.Knape,locatedin
Wassenaar,Netherlands,andaGermanfirm,Rosista,locatedinDortmund.38
Beyondmerelysuggestingthetwofirmsfromwhichthebrewerycouldbuyitskegs,
Heinekenalsoadvisedthemonthepotentialconsiderationsassociatedwithbuyingfrom
each.OnemajorissuewithT.Knape’skegswasthatalthoughtheywerecheaper,theywere
madefromuntreatediron,meaningthatthebrewerieswouldhavetobuylacquerfrom
anothercompanyandapplyalayertothekegthemselvesbeforethekegscouldbeused.
Heinekenwaswillingtorecommendothercompanieswhocouldprovidethelacquer,but
advisedCrownagainstthisoption.Fromitsexperience,theapplicationofthelacquerwasa
trulylabor-intensiveanddifficultprocessthatrequiredassiduousadherenceto
instructionsaswellasabsolutelyidealconditions.39Ifthesestrictconditionswerenotmet,
theresultswerealwayspoor.Inadditiontothelacqueringissue,T.Knape’skegsdidnot
comewiththeirownbung,thestopperthatclosedtheopeningthroughwhichthekegwas
filled.Thusthecompanyhadtobuythemseparatelyand,besidestheadditionalcost,this
toocouldcauseseriousissues.AsHeinekennoted,whenbeerwaspasteurizedinkegs,
everythingexpanded;however,thebeerdidsofasterthanthekeg.Theendresultwasthat
ifthebungwasnotfittedperfectlyorthekegwasoverfilled,thebung,alreadyloosenedby
theexpandingmetalofthekeg,wouldbeplacedundertremendouspressure.Thiswould
oftenleadtothefailureofthebungandthelossordegradationoftheproduct.
Forallofthesereasons,HeinekensuggestedthatCrowngowiththemuchmore
expensivekegsfromRosistainDortmund.Despitethemoresignificantfinancialoutlay,
Rosista’skegsweremadefromstainlesssteel,meaningthattheydidnotrequireanypre-
18
treatmentbeforetheycouldbeused.Thestainlesssteelwasalreadytreatedtopreventany
corrosionormetalseepage.AnotherbenefitoftheRosistamodelwasthatitcamewithits
ownspeciallydesignedmethodofclosingthekeg.40Althoughthissuggestioncamewiththe
implicationthatCrownwasnotuptothetaskofmeetingthedemandingconditions
requiredfortheT.Knape’skegs,CrownBreweryprovedveryreceptivetotheadviceof
Heineken.TheyreckonedthattheT.Knapekegswouldbemoretroublethantheywere
worthandaskedHeinekentoinformRosistathattheywouldexaminebidsontheir
services.41
ThisinteractionbetweenHeinekenandCrownillustrateshowHeineken’s
investmentinCrownandPyramidBreweriespaidsignificantdividendsfortheEgyptian
companies.Theinteractionalsoillustratesthepositiveeffectthatthepresenceof
multinationalcompanieshadonbusinessesinEgypt.Beingapartofamultinational
corporationgavethebreweriesaccesstothelatestinbrewingtechnologyandtechniques
andthusallowedforthesmarterimportationoftechnologies.Thebrewerieswereableto
tailortheirimportstotheparticularitiesofthecountrybeforespendinganymoney,in
contrasttopreviousattemptsbyentrepreneurstobringtechnologyintoEgypt.Such
entrepreneursoftenassumedthattheimportprocesswouldbefrictionless,onlytofind
difficultiesinapplyingtechnology.ButCrown,insteadofgoingforthe“cheaper”kegoption
andsufferingfromtheirfalseeconomy,chosethe“moreexpensive”optionthatwasbetter
suitedtotheirneeds.
Heineken’sadvicetoCrowndidnotarisesolelyfromadesiretobuildupthe
Egyptianbeerindustry;italsocamefromitsdesiretopreservethebottomlineforan
investmentthatwasalmostimmediatelyprofitable.In1939,Heinekenreceivedatotal
19
divinedpaymentofover23,000poundssterlingfromthe8968sharesitownedinCrown
Brewery.42Admittedly,aswitheveryotheraspectofdoingbusinessintheearlyyearsof
thisnewmultinationalinterest,receivingthemoneywasnotstraightforward.The
impedimentinthiscasewastheglobalconflictthatwasslowlystartingtoengulftheworld,
whatwouldeventuallybecalledWorldWarII.Oneofthewar’sprimarycombatantswas
Britain,whichstilltreatedEgyptasadefactocolonyandwashighlyconcernedthatany
moneyflowingoutofEgyptdidnotgotoenemycountries.Inordertocomplywith
governmentregulations,companieshadtoshowthatanymoneyleavingEgyptwasnot
goingtoenemysubjects.43Thisrequirementnecessitatedtheauthenticationofallmoney
recipients,thushamperingmoneytransfer.Thiswasespeciallytruewithamoneytransfer
aslargeasthisdividendpayment,whichwasgoingtoBelgium,acountrythathadbeen
occupiedbytheGermansin1940.Infact,Cobra—whichwas,perusual,servingasthe
intermediarybetweenHeinekenandthebeercompanies—wassurprisedthattheEgyptian
government,notknowingwhothefinalrecipientofthemoneywouldbe,hadevenallowed
thetransferprocesstobegin.44Unsurprisingly,evenwiththehelpofPyramidBreweryand
aBelgianBankcalledtheSociétéGénéraleàBruxelles,Crownwasunabletotransferthe
money.45Thisblockadeondividendsremainedineffectuntil1948.46
WorldWarIITheinabilitytotransferdividendsfromCrownBrewerytoHeinekenwasoneofthe
numerousdifficultiesthatthenewmultinationalbeerconglomeratefacedduringthewar.
AnotherdifficultyincludedthelossofGermanemployees;afterthewarbegan,Crownvery
quicklylostitsGermanbrewmasteranditscooper(themaninchargeofmakingwooden
20
barrelsorcasksforagingthebeer),asbothabandonedtheirjobstoreturntothetheir
homeland.47AnevengreaterdifficultythatCrownfacedaftertheoutbreakofthewarwas
thatallofitsactivitiesinvolvingthegovernmentsorcitizensofanyoccupiedcountries(e.g.
Belgium,theNetherlands,andFrance)cameunderthepurviewofanEgyptian
governmentalbodycreatedduringthewar,theOfficeofOccupiedandControlled
Territories(Fr.OfficedesTerritoiresOccupésetContrôles,Ar.Maktabal-Bilādal-Muḥtala
waal-Khāḍīʿli-l-Riqāba,henceforth,OTOC).48ItwasthisbodythatCrownhadtodealwith
when,asdiscussedabove,itwantedtodisburseitsdividends,anditwasthisbodythat
decidedtoputaholdonanydividendpayments.TheOTOCservedasawatchdogofany
actionthebreweriestookwithregardtoBelgiumortheNetherlandsandalsohadfull
controlofCrownandPyramid’stransactionswiththesecountries.Forexample,duringthe
war,theOTOCnotonlyblockedanyCrownfundsgoingfromEgypttoHolland,butalso
keptthemintheirowncoffers.49Thus,in1945,whentheOTOCinformedCrownthatit
couldstartpayingouttoitsstockholders,themoneycamefromtheOTOC.50When,in1948,
theOTOCdidunblockfundsflowingtoHolland,anagreementbetweentheEgyptianand
DutchgovernmentsenabledtheEgyptiangovernmenttocontrolthebasesthroughwhich
companiescouldtransferthemoneyfromonecountrytotheother.Intotal,theOTOCheld
nearly48,000poundssterlingduringthewarthatwasmeanttobetransferredfromCrown
toCobra.51
TheOTOC’sinvolvementwithCrownwasemblematicofhowWorldWarIIallowed
governmentalbodiesinEgypttobecomemoreinvolvedinprivatebusinessesinthename
ofnationalinterest.AnevenclearerexampleoftheEgyptiangovernment’snew
relationshipwithCrownBrewerywastheinstanceofCrown’smovingitsheadquartersto
21
Egypt.Sinceitsestablishmentin1897,CrownBreweryhadbeenamultinationalventure.
Whileitsmainoperations—theproduction,transportation,andsaleofbeer—tookplacein
Egypt,thecompanymaintainedasmallheadquartersinBrussels.Despitethenumerous
changesinownership,includingtheinvolvementoftheBomontis,ReneGaston-Dreyfus,
andHeineken,thestaffinBrusselsremainedrelativelystable.Emblematicofthisstability
wasaBelgianindustrialist,ArthurRoland,whohelpedleadCrownBreweryinBrussels
fromitsbeginningsin1897until1943.52TheresiliencyoftheEuropeanheadquarterswas
challenged,however,bytheGermaninvasionofBelgiumin1940.Accordingtoboth
EgyptianMartialLawandBelgianlaw,CrownBrewerywasrequiredtomoveits
headquarterstoAlexandriauponthearrivaloftheGermans.53Alsoduetomartiallaw,the
headquartershadtohavealloftheirexpendituresapprovedbytheEgyptianMinistryof
Finance.TheheadquarterswouldremainatAlexandriauntil1945.Despitethedisruption
ofhavingtomoveitsheadquarters,CrownBrewerywasstillabletomaintainitsfinancial
viability.Inaninternalmemo,oneofitsadministratorsnotedthatduringthewarCrown
useditsbrewerymachinerynonstop.54
AlthoughtheoccupationofBelgiumendedin1944,Crown’sproblemsdidnot.Infact,
theissuesthatCrownwouldfaceafter1945werelinkedtothoseofthelargerworld,
particularlyEgyptandBelgium,asitattemptedtorecoverfromWorldWarII.Inthe
postwarperiodofnormalization,theMinistryofFinanceofbothcountriesaimedtomake
upfortimelostinthewar.Inthissituation,CrownBrewery’smultinationalnaturebecame
aliability.AsaBelgiancompanywhosemainoperationswereinEgypt,Crownwas
expectedtopaybacktaxesonitscapitalandprofitsfortheperiodfrom1935to1940in
bothBelgiumandEgypt.ThisrealitywasashocktoCrown,asthisdoubletaxation,atleast
22
intheireyes,threatenedtheveryexistenceofthecompany.55ThetotalfortheBelgium
taxeswouldhavetotaledseventeenmillionBelgianfrancs.56Thecompanydidnothavethe
moneytopaythisenormousfee,asanyprofitsthattheyhadmadeduringtheperiodin
questionhadalreadybeendistributed.Crowndidnotwanttodipintoitsreserves,asthat
moneywasneededtobringitsmachineryuptodate.Mostoftheequipmentthatitwas
usingin1945datedfromtheearlydaysofthebreweriesandwasatleastfortyyearsold.57
Facingthisintractabletaxsituation,CrownturnedtotheirDutchinvestor,Heineken,in
hopesthatthelargecorporationcoulduseitsownexpertisetosolvetheproblem.
Heineken,recognizingthatoneofitsnewestassetswasdistressed,diditsbesttoresolve
theissue.ItsentDirkStikker,theheadofCobra,toAlexandriatoevaluatetheCrown
situation,anditenlistedtheserviceofPaulBodart,adoctoroflawandtheheadofInterbra
(oneofthebrewingcompaniesitacquiredaroundthesametimeitboughtintoCrownand
PyramidBrewery),andCarlodeMey,anexpertinfiscallaw,toconsultwiththeCrown
leadershipandfindaworkablesolutiontothetaxissue.Allofthesepartiesspentovera
yearworkingontheproblem,studyingBelgianlawinhopesoflesseningthecompany’stax
burden.
Onesolution,suggestedbyCarlodeMey,thatgainedagooddealoftractionwasto
abandontheheadquartersinBrusselsandmovealloperationstoEgypt.IndeMey’s
estimation,thelawthathadforcedCrown’smovetoEgypthadnotbeenabrogated;thus,
Crowncouldclaimthatthecompanyneededtoremainthere.BecauseallofCrown’s
businessactivitieswerelocatedinEgypt,thisargumentwasfeasible.Makingtheargument
wouldrequireeliminatinganyconnectionbetweenCrownandBelgium.Bymakingthis
switch,thecompanycouldhopetoevadetheBelgiantaxauthoritiesandonlyhaveto
23
reckonwiththetaxesinEgypt.58AlthoughthecompanyhadbeenfoundedasaBelgian
enterpriseandhadbeenconnectedtothecountryformorethanfiftyyears,thistransition
seamedfeasibleintheextraordinarycontextofthewar.AnadditionalpointinCrown’s
favorwasthatithadallowedthepresidencyoftheheadoftheBelgianoperation,Arthur
Roland,toexpirein1943withoutfindingareplacement.59
Nevertheless,noteveryoneatCrownwasinagreementonthispotentialsolution.Paul
Bodart,theotherlegalexpertwhomCobrahadchargedwiththetaskoffindingasolution,
waslessthansoldontheproposal.WhileBodartrecognizedtheclevernessofdeMey’s
thinking,hewasextremelyworriedabouthowtheBelgiangovernmentwouldreactto
whatwasarelativelycynicaltax-avoidancemaneuver.Yes,thismovecouldexemptCrown
Breweryfromanoneroustaxburden,buttheBelgiangovernmentcouldalsoforceCrown
topayfortheliquidationofthecompanyinBrussels.60Likewise,whileitmayhavebeen
easiertoneverreturntoBrusselsthantrytoarguedownthetaxes,theremayhavebeen
otherchallengesiftheBelgiangovernmentprovedunwillingtonegotiatewiththeEgyptian
government.61
BodartwasnotaloneinhisskepticismofdeMey’sscheme.BeforedeMeymadehis
suggestiononmovingoperations,theexecutiveboardofCrownwasfullycommittedto
returningtoBelgiumafterthewar.Eventhoughthecompanywasgoingagainsthis
judgment,heofferedsomereasonablefinalsuggestionsinamemotoCrown.Thefirstwas
thatCrownshouldaffirmthat,sincethebeginningofthewar,theadministrativeseatofthe
companyhadbeeninEgyptandwasalwaysmeanttostaythere.Bodart’ssecondbitof
advicewastoholdanExtraordinaryGeneralMeeting,inAlexandriaofcourse,toconfirm
thattheheadquartersofthecompanywouldremaininEgypt.62Thecompanydidnotheed
24
hisadvice,insteadopeningupthedecisiontoanExtraordinaryGeneralMeetingin
Brussels.Fortunately,theexecutivesinattendancerecognizedthattherewas“technicalor
geographicalreasonformaintainingtheplaceofGeneralMeetingsinAlexandria.”63
Thus,havingmadeitsdecision,CrownBreweryofficiallymoveditsheadquartersto
Alexandriain1946.NotwithstandingtheworriesofPaulBodart,Crowndoesnotappearto
havehadissueswiththeBelgiangovernmentafterthispoint.Forexample,atmeetingof
shareholdersin1947,therewasnonewsabouttheBelgianresponsetoCrown’sgambit.64
TheBelgiangovernment’sindifferencetothemovementofabeercompanywhosesales
andproductionwaslimitedtoaforeigncountrywasonlynatural,asthiscountry,likethe
restofEurope,wasatthatpointprimarilyconcernedwithrecoveringfromthewar.Still,it
isimportanttonotethat,despitesometokenmentionbybothdeMeyandtheCrown
executivesaboutbecominganEgyptiancompany,Crowndidnotproceedwithanytypeof
Egyptianizationaftermovingtheirheadquarters.Infact,thecompanychangedremarkably
littleafterthemove.FortheexecutivesofbothCrownandCobra,thecompanycontinued
tofunctionasa“foreign”companywithinEgypt.
Crown’sbreakwithBrusselswasnotacompletelycleanone.AlthoughArthurRoland
hadceasedhisdutiesastheheadoftheBelgianoperationsofCrown,someCrown
employeesstillremainedinBelgium.Inparticular,CrownhadappointedMarcelCuvelier,a
Belgiancitizen,asthecompanyrepresentativeinBelgiumforthetransitionfrombeinga
BelgiancompanytoanEgyptianone.Also,Crown’slegalcounsel,DeMayandBodart,both
operatedoutofBrussels.Themainissuewiththeseremainingemployeeswasthat,as
residentsofBelgium,theysoughtcompensationinBelgianfrancs.Duringthewar,this
currencyhadbecomeincreasinglyrareinEgypt,soCrownwasnotabletoacquireenough
25
currencytopaythewagesofthesethreeemployees.65CrownappealedtoCobratoprovide
100,000BelgianFrancstocoverthewagesofdeMeyandCuvelier,whowereintheemploy
ofCrownBrewery.CrownleadershipdidnotbelievetheywereresponsibleforBodart,for,
afterHeineken’spurchaseofInterbra,hehadbecomeanemployeeofCobra.Crown
rightfullypointedoutthatdeMeyhadcomeattherecommendationoftheheadofCobra,
Mr.Stikker,andhadbeentremendouslyhelpfulinthenationalityissue,whichcouldhave
costCobraagreatdealofmoney.66
Nevertheless,CobrawasunconvincedbyCrown’sargumentsastothenecessityof
compensatingtheseBelgianemployees.Cobrastatedvaguelythatitwasunabletofinda
solutiontotheproblemoftheemployees’pay,67anditprovidednoreasonforwhyitdid
notwanttohelpCrowninthismatter.Theexplanationwasmostlikelynotmoney,for
while100,000BelgianfrancscouldbeasignificantsumforCrown,itwasnotaproblemfor
amassivemultinationallikeHeineken.Cobra’sdesiretonotpaytheseemployeeswas
probablydrivenbyitsvaluationthattheseemployeeswerenotworthit.Cobra’sestimation
ofCuvelier’svalue,forone,becamepatentlyclearwhen,nearlyayearafterreceivingthis
request,thecompanysentarepresentativetoBrusselstoinformCuvelierthathisservices
werenolongerneeded.68
TighteningControlThisanecdoteaboutCuvelier’sterminationillustratesthat,despitethegeneraltenorof
respectthatpermeatedtheinteractionsbetweenCobraandCrown/Pyramid,the
relationshipwascharacterizedbyadistinctpowerdynamicofwhichnopartywas
ignorant.AmainpointofcontentionbetweentheEgyptiancompaniesandtheir
multinationaloverseersinvolvedtheplacementofCobra/Heinekenemployeesonthe
26
Crownboard.Asisclearfromtheabovediscussion,thecommunicationchainbetween
HeinekenandCrown/PyramidBrewerywashighlyinefficient.Forexample,inthecaseof
decidingonthenationalityofCrown,Cobrahadtosenditshead,Mr.Stikker,toEgypttoget
ahandleonthesituation.Likewise,ifCobrawantedtoberepresentedatshareholders
meetings,ithadtogothroughsignificanthurdles.Asdiscussedabove,itcoulddeposittheir
shareswithatradingcompanyinHollandwhowouldthensendarepresentativetothe
meeting.Anothermethodthatitstartedusingafterthewarwastogivepowerofattorney
toanemployeeofPyramidBrewerytorepresentCobraatCrown’sshareholdermeetings.69
Thismethodinvolvedanotherstepas,accordingtotheregulationsofCrown,thisemployee
hadtobeashareholderinCrown,andthushadtobuysharesinCrownbeforeattendinga
meeting.70
After1947,CobraaimedtoeliminatethisinefficiencyandworkedtohaveaCobra
employeeontheboardofCrown.Theplacementofsomeoneontheboardwasanattempt
totransformCobra’sbeerventurefromalooselycontrolledventureintoatightly
controlledventure.71Inlooselycontrolledfirms,“foreigninvestorshadconsiderable
foreignmanagerialandtechnicalinvolvement,”butwereunabletotranslatethis
involvementintodomination.72Tightlycontrolledfirms,ontheotherhand,werecarefully
linkedtoEuropeancorporateandindividualinvestors,andoftentimesservedas
subsidiariesandbranchesofthefirms.73BeforeWorldWarII,CrownandPyramidwere
undeniablylooselycontrolled,asthemanagersandexecutivesonthegroundinEgypt
exertedthemostinfluence.However,seeingthedifficultiesthatHeinekenexperienced
duringthewar,Cobratriedtochangethatpractice.
27
Ashasbeendiscussedabove,MouratiadisandCrownhadfoughtandsecuredalarge
degreeofautonomyintheirbattlewithReneGaston-Dreyfus.Theywerethusdeeply
protectiveofthisautonomyandwerenotkeenonanyencroachmentfromCobra,
especiallyCobra’srequestbyCobraforrepresentationontheirboard.TheonlywayCrown
wouldevenconsidertheconcessionwasiftheywereallowedtohavearepresentativeon
theBomonti-Pyramidboard.74Thisrequestillustratesthat,despitetheexternal
appearanceofunanimitybetweenCrownandPyramid,peoplewithinbothcompanies
viewedthemasautonomousbodies.Thispointbecomesevenclearerwhenweconsider
thereactionofoneH.G.Ivens,anemployeeofPyramidwhowasrepresentingCobraatthis
Crownshareholdermeeting.Ivens,reportingthatCrown’spresident,SpiroSpiridis,had,in
1947,requestedrepresentationonthePyramidboardinexchangeforCobra
representation(andforasecondtimenoless),calledtherequest“absurd.”75
SohowdidCobraattempttocircumventCrown’sprotestationsaboutCobra’s
representationontheirboard?ItappearsthatCobrausedtheotherbrewery,Pyramid,
againstCrown.Theirbasicstrategywastogive4860sharesofCrownBrewery,from
amongthe8978itowned,tothePyramidBrewery.Withcontroloftheseshares,Pyramid
wouldbecomethelargestshareholderinCrownBrewery.ThiswasabackdoorforCobrato
acquirelocalrepresentationinCrownwithoutforcingtheirhandandsouringthe
relationship.CobrawasthelargeststockholderinPyramid,andbecausePyramidhadnot
beenasrecalcitranttomembersofCobrasittingontheirboard,ithadhandpicked
representativesontheboardofPyramidBrewery,whowereconsultedonallmajor
decisions.76Inparticular,anexecutivenamedOscarAdrianEduardEgbertLeweWittert
28
vanHoogland(whohereafterwillbereferredtoasWittertvanHoogland)hadtakenalarge
leadershiproleinPyramidafterhisappointment,assumingthetitleofmanagingdirector.
WiththeseCobraemployeesembeddedintheupperexecutiverealmofPyramid,
Pyramid’snewstakeinCrownmeantthatCobranowhadanindirectwayofinfluencing
Crown.Throughtheclassicimperialistployofdivideandconquer,Cobraconvinced
PyramidBrewerytogoalongwiththeirplan.Althoughthisplanendedupbeinganelegant
solutiontoCobra’sproblems,Bomonti-Pyramidunsurprisinglylookedaskanceatthe
dealingsofCobra,whichtheDutchcompanyframedasanexchangeofnearlyfivethousand
sharesofCrownforthefiftythousandsharesofNigerianBreweryLimitedinLagosthat
Pyramidowned.77
ThefivemainpartiesinvolvedinthenegotiationswereAhmedFarghaliPasha,Yusuf
ZulficarPasha,andReneIsmalun,allofwhomwereofEgyptiannationalityandsatonthe
boardofBomonti-Pyramid;WittertVanHoogland,whoalsosatonthePyramidboard;and
G.A.Martin,aBritishshareholder.ThethreeEgyptiansrepresentedtheinterestsof
Pyramid,whileWittertvanHooglandandMartinspokeforCobra.Theexchangeofshares
wasobviouslyatouchysubjectbecauseWittertvanHooglandwasdilatoryinproposing
theplantothethreeEgyptians.WhenHeinekenhadaskedhimtolookintoitonJanuary
21,1952,WittertvanHooglandrespondedaweeklaterthathehadonlytalkedtoFarghali,
verybriefly,andcouldprovidenoconclusiontothematter.78Farghaliprovedanelusive
figure.WhenWittertvanHooglanddidfinallyscheduleameetingnearlyamonthlater,
onlyIsmalunandZulficarattended.Farghalicancelledthirtyminutesbeforethemeeting,
insistingthathewasheavilyembroiledincottonnegotiations.(Farghali’smainbusiness
venturewasthecottoncompanyheinheritedfromhisfather).79Thiswasnotthefirsttime
29
FarghalihadproveddifficultwhenitcametomeetingwithWittertvanHoogland,foras
WittertvanHooglandnoted,thistimetheexcuseappearedtobevalid;therewasaCotton
Fairgoingonatthesametime.80
WhenWittertvanHooglandmetwithIsmalunandZulficar,thetwomenhaddifferent
reactionstoHeineken’sproposal.Ismalunwasimmediatelyonboard,butZulficar,despite
alongconversationwithWittertvanHoogland,wasreluctant,citingtheneedtohearthe
opinionsofFarghalibeforemakinganydecisions.81Zulficar’shesitationdispiritedWittert
vanHooglandbecauseifZulficarcouldnotbeconvinced,thenconvincingFarghaliwould
beanevenmoredifficulttask.82Regardless,becauseWittertvanHooglandaswellas
MartinandIsmalunwereonboard,theycouldalloutvotethedissentersandpushthrough
thetransaction.However,WittertvanHooglandthoughttheyshouldavoidthistactic
unlessCobrathoughtitwasabsolutelynecessary,thebettertomaintaingoodrelations.
Instead,WittertvanHooglandthoughtthatanotefromCobraandMartinaboutthe
importanceofthedealcouldconvincetheEgyptianstoacceptit.WittertvanHooglandwas
convincedthatthey,CobraandHeineken,wouldneedeverybitofpersuasiontosway
Farghali,andhewascorrect.83
WhenWittertvanHooglandwasfinallyabletogatheralloftheEgyptianstogetherin
Aprilataboardmeeting,itwasFarghaliwhoheldupthedeal,doingsobyraisingquestions
aboutthedeal’sfairness.CobrawouldexchangetheCrownsharesfortheNigerianshares
atapriceof120piasterspershare,asumthatcoveredbothPyramid’soriginalinvestment
inthesharesandathreepercentyearlyinterestonthem.Althoughtherewouldbealossof
about863Egyptianpounds,thiswascoveredbyCobra’sone-sterlingdiscountonthe
CrownsharesthatPyramidwasgetting.84Farghaliwasunconvinced,however,and
30
believedthatbecausePyramidwasgivingCobrasuchabelow-marketpriceontheNigerian
stock,thattheleastCobracoulddowaspayafourpercentyearlyinterestinsteadofthree
percent.85WittertvanHooglandeventuallyconcededtofourpercent,andthisconcession,
plusthedirectcontactthatCobramadewiththeEgyptiansatWittert’srequest,was
instrumentalingettingthedealpushedthrough.86Withthedealcompleted,somequestion
remainedaboutwhowouldrepresentPyramidBreweryattheshareholders’meetingfor
CrownBrewery.87Unsurprisingly,Cobrachosethemanwhohaddonesomuchworkfor
theminthismatter,WittertvanHoogland.88WittertvanHooglandwouldhaveapowerful
roletoplayinbothofthecompaniesfrom1953to1957,servingasCobra’smainmanon
theground.89
Thegreatdifficultyinfinishingthisdeal,whichultimatelybenefitedbothparties,
evincesadeeperriftbetweentheEgypt-basedentrepreneursandtheirEuropean
counterparts.WittertvanHooglandremarkedonthisriftindiscussingtheparticularitiesof
thedeal.Hestated,“WhenoneproposessomethingtoanEgyptianhegenerallythinks
thereissomethingthathedoesnotseebehindtheproposalandthereforethatheisbeing
had.”90FromtheEuropeanside,thisstatementspeakstotheessentializedviewthat
EuropeanshadofEgyptians.EvenarelativelymagnanimousEuropeanwhowaswillingto
accommodateEgyptianwishesforthesakeofgoodrelationscouldviewEgyptiansasan
undifferentiatedmassratherthanasindividualswhohadtheirowndistinctcharacteristics.
Nevertheless,thestatementandtheactionsofFarghalialsohintatasenseofdistrust
amongEgyptianbusinesselitesvis-à-visEuropeans.Thisdistrustwouldonlybenatural
consideringthelegalandeconomicadvantagesofEuropeanbusinessmeninEgypt,suchas
theduallegalsystemthatfavoredthosewithforeigncitizenship.91Ofcourse,Farghali’s
31
intuitionmayhavebeencorrect,asCobrawasusingthisdealtomanipulateEgyptians,just
nothim.
TheseharddealingsalsotellussomethingmorepersonalaboutFarghali.Ashewas
arguingwithWittertvanHooglandoverthepercentinterestontheNigerianshares,he
madeastatementtoReneIsmalun,hisfellowEgyptianontheboardandamemberofthe
EgyptianJewishcommunity:“Ithinkweshouldbelikethejew[sic]andaskCobrato
compensateusonthebasisof4%interest.”92Thisbitofoff-the-cuffanti-Semitismwas
meantasawaytojustifyFarghali’shardline,buttothemodernreaderitexemplifieshow
anti-Semitism,likecolonialattitudesamongEuropeans,pervadedEgyptiancultureatthe
time.Infact,thebreezinesswithwhichFarghalimentions“jews”asajokesignalsthe
culturalpervasivenessofanti-Semitism.Ismalun’sresponsetoFarghalionlyaffirmsthe
point,ashenotesinaquickrejoinder:“[t]hatwouldnotbelikethejew[sic]butlike
Farghaly[sic].”93Thisresponsenotonlyconfirmsthattheanti-Semitismwasexpressedin
jest,butthatthiswasprobablynotthefirstinstanceinwhichIslamunhadheardsucha
statement.
WhatHeinekenControlledWhileitisclearfromtheabovediscussionthatHeinekenwaswillingtogotogreat
lengthstoassertitscontroloverCrownandPyramidBreweries,itisnotimmediately
apparentwhatthistightercontrolmeant.Thissectionexploreswhatthistightercontrol
entailedbecausetheformandfunctionoftheHeineken–Crown–Pyramidpartnershiptook
afterthedealwouldcharacterizethebreweriesuntil1963.Heineken’smainbaseof
operationswithinEgyptwasPyramidBrewery.Asshownintheabovediscussion,dueto
32
Heineken’spenetrationoftheexecutivebranchandthelongdurationoftherelations,
Heineken’scontrolofPyramidwasmuchgreaterthanofCrown.
IntheeyesofHeineken,itsservicestoPyramidcameinfiveforms:advising,control,
staff,yeast,andsupplies.94Asshownbythekegexample,Heinekenhadservedtheadvisory
roleforaslongasithadbeeninvolvedintheEgyptianbeerindustry.However,withits
pushforgreatercontrolafterWorldWarII,Heinekencametoadviseonalltechnical
mattersrangingfromthefirststepofbrewing(rawmaterialsused)tothelast
(refrigeration).Throughthisadvisoryrole,HeinekenpushedPyramidBreweryto
implementthelatestinnovationsinbrewinginthenameofmaintainingahealthybottom
lineandaproductbefittingtheHeinekenlabel.Forexample,itadvisedPyramidnotonlyon
whatproducts(thetypeofmalt)andproductionmethods(newmaltingsystems)they
shoulduse,butalsodirectedthemonhowtoconducttheirownlab-basedanalysisofthe
rawmaterialsandthebeerproduced.95Thisadvicewasgenerallyrenderedinmonthly
technicalreportsexchangedbetweenPyramidandHeineken.Formorecomplexmatters,
however,HeinekeneithersentarepresentativetoPyramidorrequestedthatPyramidsend
onetoHolland.96
Thissystemofmonthlytechnicalreportsandvisitswasatoncethemeansbywhich
HeinekenadvisedPyramidandprovidedtheirsecondservice,control.Whilethetechnical
reportswereanimportantwayforHeinekenandPyramidtodiscussbestpractices,they
werealsoawayforHeinekentokeepconstanttabsonthecompany.Thesereportswere
usuallywrittenbyoneofthemenwhomHeinekenhadplacedontheboard,which
eliminatedanychancethatthereportwouldpaintarosierpicturethanthereality.
Likewise,thevisitsofHeinekenemployeesweremeantnotonlyasawaytoadviseon
33
technicalmatters,butalsoawayforHeinekentomonitortheoperationsandworkersof
thecompany.AthirdpointofcontrolforHeinekenwasthatithadPyramidsendamonthly
sampleofbeertobeanalyzedinoneofHeineken’slaboratories.97Thisservicewasmeant
toensurethatthebeerproducedinEgyptmatchedHeineken’sexactingstandards.
Heinekennotonlyreliedonreports,visits,samples,andmembersoftheexecutive
boardtoassurethatPyramidputoutaproductworthyoftheHeinekenname,butalso
placedamanhighlytrainedinHeineken’smethodsofmakingbeerasthebrewmaster.
Whiletheindustrializationofbeer-makingallowedcompaniestoproducebeerwithfewer
well-trainedworkers,itdidnoteliminatethecraftinmakingbeerentirely.Apersonwitha
largeknowledgebase,thebrewmaster,wasstillneededtoensurethattheproducttasted
thewaythecompanywanted.Thebrewmasterwasmassivelyimportanttothedirectionof
thecompany,anditisforthisreasonthat,asIdiscussbelow,oneofthemajorboonsinthe
nationalizationofthebeerindustrywastheexpulsionoftheforeign-trainedbrewmasters.
TheplacementofaHeineken-trainedbrewmasteratPyramidwasespecially
importantbecauseofanotherserviceHeinekenrendered,sendingtheirstrainofyeastto
Pyramid.Asdiscussedabove,thegreaterunderstandingandsubsequentcontrolofthelife
cycleofyeastinauguratedthescientifcationandmechanizationofbrewing.Withthisnew
understanding,breweriescouldoptimizethebrewingprocessandevenbegintobreed
proprietarystrainsofyeast.Thus,theyeastHeinekenusedtomakeitsbeerwasuniqueto
thecompany,acloselyguardedsecretthatdifferentiateditfromotherbrands.The
brewmasterhadtobeHeineken-trainedsothat,havinglearnedtobrewusingHeineken’s
strain,hecouldmaximizeitsoutputinadifferentsetting.Beyondthebrewmaster,
Heinekenalsoaimed,whenitcould,toplacepeoplewhomithadtrainedwithinPyramid.
34
Inadditiontosendingpartoftheworkforce,Heinekenalsoservedasthebrokerfor
thePyramid’sacquisitionofnewmaterials.Inasimilarprocessasseenabovewiththe
kegs,Heinekensentpro-formainvoicestoPyramidforanyraworauxiliarymaterialsand
machinesandinstallationsthatwerenotpresentinthelocalmarket.98Whenpossible,
Heineken’sengineersinspectedanythingbeforeitwassenttoPyramid.Forthosematerials
availableinthelocalmarket,likecrowncorks(bottlecaps),HeinekeninsistedthatPyramid
sendthemtoHollandforinspection.99
Asnotedabove,HeinekenveryoftenmatchedtheseservicestoPyramidwitha
strongamountofsurveillance.Evengreatersurveillancewasdemandedbythefinancial
andadministrativehappeningsofthecompany.Pyramidwasresponsibleforsending
Heinekenmonthlyreportsonthepriceofbeer,PyramidandCrownsales,shareprices,
theircashsituation,andmeetingsoftheadministrativeboard.Beyondthesemonthly
check-ins,Pyramidalsohadtosendaquarterlybudgetandfeasibilitystudyofthatbudget,
ayearlyinventory,thepositionandcostofanyimports,anylawsuitsraisedagainstthe
company,anyregulationspassedbythegovernmentthatwouldaffectthecompany,and,
finally,thestatusofPyramid’srelationshipwithCrown.100
Asshouldbeobviousfromtheabovedescriptionofthemoretightlycontrolled
PyramidBrewery,Heinekenwasfullycommittedtoinstilling“totalbrewing”inthe
Egyptiancompany.ItviewedPyramidasanextensionofthecompanyandinsistedit
measureuptoHeineken’shighstandards.AsIwillshow,thesepoliciesoftencausedagood
dealofconflictbetweentheDutchinthecompanyononehandandtheEgyptian
entrepreneurs,managers,andworkersontheother.Still,thepoliciesrepresentedawell-
thoughtoutsystemthatwasdesignedtosupportacuttingedgebreweryinEgypt.The
35
depthsofHeineken’sdemandsfromthecompanyshouldcomeasnosurprisebecause
HeinekenwasamultinationalbreweryexperiencedwithbrewingoutsideofHolland.In
fact,theproceduresthatitenforcedinPyramidweresimilartothoseitimplemented
everywhereelseinitsbeerempire.101
Nevertheless,itwouldbeincorrecttoclassifyPyramidandCrownbreweriesas
“tightlycontrolled”firmsaccordingtothemetricsofTignor.Despiteallofthepushesfor
greatercontrol,aswesawwiththenegotiationswithFarghali,thepeopleontheground
stillhadamassiveinfluenceonthedirectionofthecompanies.Heinekenandits
representativesinthecompaniescouldmapoutwhateverbestpracticestheywanted;but
ultimately,thedecisiononwhetherpolicieswereimplementedreliedonthelocal
leadership.AsIdiscusslater,despiteallofHeineken’sadvantages,itwasneverableto
controlCrownlikeitdidPyramid.
(Partial)EgyptianizationHeineken’slackofcompletecontroloverCrownandPyramidwasexactlywhatthe
Egyptiangovernmentofthetimewanted.AsHeinekenwastryingtotransitionCrownand
PyramidBreweriesfrombeinglightlycontrolledforeignenterprisestotightlycontrolled
ones,theEgyptiangovernmentwasinstitutingpoliciesthatwerepushingprivate
industriestowardasingulargoal,Egyptianization.Thispushgrewoutofaseriesof
concurrenttrends.ThefirsttrendwastheslowerosionoftheCapitulationsandtheirmain
manifestation,theMixedCourts.TheCapitulationswere“asetofprivilegesgrantedto
nationalsofcertaincountriesthateffectivelyexemptedthemfromEgyptianlawand
judicialinstitutions.”102TheMixedCourtswasthebodythatattemptedtomanagethe
36
judicialneedsoftwoantagonisticforcesinEgypt,theEgyptiangovernmentandthe
capitulatorypowers.WhattheCourtsbecameinpracticewasaduallegalsystem,inwhich
Egyptianandforeigncompaniesweretriedseparately.WithregardtoprivateEuropean
companieslikeCrownandPyramid,thisdualsystemmadethempracticallyinviolate.
However,theMixedCourtshad,fromtheirfounding,beencontinuallyunderattackbyboth
theEgyptiansandtheBritish.103Oppositionreachedacriticalmassin1937,whenthe
MontreuxConferenceestablishedaphasingoutoftheCapitulations,whichwasthen
followedbytheabolitionoftheMixedCourtsin1949.Withoutthisimpediment,the
Egyptiangovernmentcouldnowdealwithforeignbusinessesthatforsolonghadresided
inEgyptasjudicialblindspotsthatwereexemptfromtariffsandtaxes.104
Atthesametime,WorldWarIIemboldenedtheEgyptiangovernmenttodealwith
foreigncompaniesinanew,moreinvasiveway.Asdiscussedabovewiththeactionsof
OTOC(OfficedesTerritoiresOccupésetContrôles,Ar.Maktabal-Bilādal-Muḥtalawaal-
Khāḍīʿli-l-Riqāba),theEgyptiangovernment,actingundertheauspicesofmartiallaw,
honeditsnewmethodsinregulatingbusinessesandtheirprofits.Thetacticsthatthe
governmentusedtoensurethatnomoneyflowedtoBritishenemies,i.e.requestinglistsof
shareholders,bankstatements,andlettersandstatementsfromexecutives,weresomeof
thesametacticstheyutilizedtoencouragetheEgyptianizationoftheeconomy.
ThedesiretoEgyptianizetheeconomygrewoutofasenseofeconomicnationalism,the
beliefthatEgyptiansshouldruntheEgyptianeconomy.Thisideaoriginatedinthe1920s
withtheSidqiCommissiononCommerceandIndustry,BankMisr,andtheEgyptian
FederationofIndustries,allofwhichformedduringtheperiodfrom1916to1922.Bank
Misr(Meaning,“BankofEgypt”inArabic),whichwasfoundedandheadedbyEgyptians,
37
seemedtobetheexampleparexcellenceofEgypt’sneweconomicnationalism.However,as
RobertVitalisshows,theseinstitutionsweregradualistandwerestillintimatelytiedto
non-Egyptiancapital.Inthe1920s,businessnationalismwasmerelyaconvenientwayto
supportnewventuresandgarnerpublicsupportforthemulti-nationalbusinessgroups
thatwereformingaroundcertainenterprisingEgyptianindividuals.105
However,beginninginthe1930sandculminatingwiththeJointStockCompanyLawof
1947,theidealsof1920sEgyptianeconomicnationalismbecamemoreofareality.Infact,
theremovaloftheCapitulationsandtheeventualabolishmentoftheMixedCourtswere
framed,ontheEgyptianside,bytherhetoricofeconomicnationalism.106TheCompany
Lawof1947,however,representedthefirstpowerfulpushbytheEgyptiangovernmentfor
Egyptianization.ItrequiredEgyptiancompanies(thosewithmajorbasesinEgypt)“tooffer
51percentoftheirstocktoEgyptiansandtoplaceEgyptiannationalson40percentofthe
boardseats.”107Thesemovespushedmanymultinationalcompanies,includingthebeer
companies,toemploymoreEgyptiancitizens.Withregardtothebeerindustry,itis
indisputablethatthemainleadershipbecamemoreEgyptian.Thepresident,Chief
ExecutiveOfficer,andprimarystockholderofeachofthebreweriesafter1950wereall
native-bornEgyptiancitizens:MuhammadAhmedFarghaliPashaforBomonti-Pyramid
BreweryandMuhammadʿAzizAbazaforCrownBrewery.Bothofthesemenwere
exemplarybusinessoligarchswhocametodominatetheprivatesectorinthe1940sand
the1950s.
AsRobertVitalishasshown,adistinctivefeatureoftheEgyptianprivatesectorfrom
the1930sthrough1950swasthebusinessgroupfrontedbyawell-connectedbusiness
oligarch.Althoughbusinessgroups—individualsandfamiliesorganizedascoherent
38
coalitions—hadbeenafeatureoftheEgyptianeconomysincethelatenineteenthcentury,
theEgyptian-ledbusinessgroupcametodominateintheperiodfrom1937to1957.Vitalis
identifiesthreedistinctcharacteristicsofthesebusinessgroups:(1)theyencompassed“a
diversityoffirmsacrossdifferenteconomicsectors;(2)[theyhadan]ownership-
managementcoalition,thoughasingleindividual[was]oftenidentifiedasthegroup’s
leader;(3)thegroup’scoreleadership[was]boundbypersonal,family,ethnicorother
communaltiesthatprovide[d]thebasisforcoordinatingitsoperations.”108
ThetwoEgyptianentrepreneurs,FarghaliPashaandʿAzizAbaza,andtheirbusiness
interestswereverymuchinthismodel.BothwereproductsofwhatEricDavisreferstoas
theEgyptianlandowningelites’familiarizationwithcapitalistenterprisethroughforeign
capital.109Farghali’sfatherwasasuccessfulAlexandriancottonmerchantwho,withthe
helpofforeigninvestors,establishedFarghaliCottonandInvestmentCompany.Usingthe
connectionsaffordedbyhisfather’sbusiness,aswellashisownbusinessacumenanda
familiaritywithEuropeanbusinesspracticesgleanedfromhiseducationinEngland,
FarghaliPashawasabletositonmanydifferentexecutiveboards.In1946,hesatonthe
boardsoftwenty-ninedifferentcompanies.110ʿAzizAbaza,amemberofoneofEgypt’s
largestlandholdingfamiliesandtheheadofCrownBrewery,alsosatonnumerousboards,
includingtheLandBankofEgypt,theSociétéAnonymedeMisrpourlethéâtreetlecinéma
(ThecorporationforEgyptiantheaterandcinema),andSEP(apetrolcompany).111
SeveralotherEgyptiancitizensjoinedFarghaliandʿAbazaontheseboards.Ofthe
sixothermembersontheBomonti-PyramidBreweryboard,threewereEgyptian
citizens.112Meanwhile,CrownBreweryhadasimilarpercentageofEgyptiancitizensonits
board.113Someoftheboardmemberssharedasimilarinvolvementinbusinessgroups;the
39
JewishEgyptianReneIsmalunofthePyramidBrewery,discussedabove,satontheboards
ofsevenothercompanies.114Moreover,the“foreign”elementswerenotasforeignasthe
governmentledobserverstobelieve.Forexample,inthecasesofXenonandKatherine
PilavachiandSpiroSpiridisontheCrownBreweryboard,theseboardmembersnotonly
livedinEgypt,butalsospokeArabicandwereintegraltothelargeGreekEgyptian
community,whichhadancientrootsandhadgrownsteadilysincethe1860s.115Thus,the
“foreigners”wereasinvestedinasuccessfulandprosperousEgyptaswasamanlike
Farghali;theyalsohadadistinctlydifferentrelationshipwiththecountrythan,for
example,theCobrarepresentativeswhosatonthePyramidboard.Ausefultermforthem
isthemutamaṣṣirūn,those“peopleofforeignoriginwhohadbecomepermanentresidents”
andintheirlanguageandhabitshadbecome"Egyptianized."116Nevertheless,the
mutamaṣṣirūndidnothaveEgyptiancitizenship,andthusthegovernmentgroupedthem
withmenlikeWittertvanHoogland,Kettner,andFeith.
TheEgyptiangovernment’sgroupingthemutamaṣṣirūnwithforeign-born
industrialistslikeWittertvanHooglandandKettner,wasbasedontwofactors:the
transnationalcharacterofthemutamaṣṣirūnandthecitizenshipprocessasitexistedfrom
the1930sto1950s.AsGudrunKrämershows,untilthelate1930stheprospectsoflegal
andfiscalexemptionthroughtheCapitulationsandtheMixedCourtsmadeitmuchmore
attractiveforlocalminoritiestoapplyforforeignratherthanEgyptiannationality.117Asa
result,therewasamassofresidentsinEgyptwhohadspenttheirentirelivesinthe
countrybutwerenotcitizens.Thistrendwasparticularlypronouncedamongthereligious
minoritycommunities;asKrämernotes“themajorityofJewslivinginEgyptinthe
twentiethcenturydidnothaveEgyptiancitizenship.”118Anexcellentexampleofsuch
40
residentsistheSuareses,aprominentJewishfamilywhowerealsoItaliancitizens.119The
linguistic,cultural,andeconomicheterogeneityofthismassofresidentsmakesany
attemptstoplacethemintothe“foreign”or“Egyptian”dichotomyreductive.However,that
isexactlywhattheEgyptianstate,withlegislationliketheCompanyLawof1947,
attemptedtodo.
Asaresultofthislegislation,thesemutamaṣṣirūnandthecompaniesthatemployed
themwerefacedwiththedilemmathatoneoftheirgreateststrengths—theircultural
dynamismandmulti-culturalfamiliarity—hadbecomeamajorthreattotheir
employment.120Fortheindividualcitizen,inordertosavehisjobheoftenhadtoseek
Egyptiancitizenship.AsSimonShamirshows,thepathtoEgyptiancitizenshipforthese
localminoritiesbefore1947wasverydifficult.121Inparticular,despitethe1929
NationalityLaw’sWesternliberalbasis,theburdenofproofneedtobecomeacitizenand
theinstitutionalbiasagainstmutamaṣṣirūnpreventedmanyminoritiesfromgaining
Egyptiancitizenshipeveniftheywantedit.122Despitepressurefromthegovernment,the
brewerieswereabletoavoidanytraumaticlossesofexecutivesoremployees.Infact,prior
to1952,thecompanieshadsomesuccesswiththeiremployeesgaining,orrather
confirming,theirEgyptiancitizenship.Forexample,CrownBrewery’sauditor,HannaYusuf
Hanna,aCopticChristian,whosedeclarationofstate-recognizedEgyptiannessiscontained
inthePyramidbreweriesrecords,didsucceedingainingcitizenship.123However,
citizenshipwouldbecomelessattainableaftertheascensionoftheFreeOfficers,asthey
wouldtakewhathadbeenlaiddownin1947andbuilduponituntiltheyhadremovedall
ofthe“foreign”elements.
41
ShareholdersThegreatestexampleofthepartialEgyptianizationofthebeerindustrywasits
stockholders.Sharesinthecompanieswereanambiguousentitythat,dependingonthe
numberowned,couldmeanagreatdealorverylittle.Thegreatmajorityofshareholders
werepassiveinvestorswithasmallnumberofshares,usuallylessthanonehundred,who
hadlittletonosayinthedaytodaymanagementorfutureplanningofthecompanies.For
example,theBomontifamily,whoaftertheHeinekenbuy-inhadnosayinthefutureof
Pyramid,wasstillstockholdersuntil1960,owningmorethanninethousandshares.124
Likewise,someofthefamiliesoftheearlyBelgianinvestorshadastakeinthecompanies
untilfullnationalizationin1962.125Generally,asmallminorityoftheshareholdersowned
thegreatmajorityoftheshares,whichreflectedtheirinvolvementinthecompanies.
WhenthesharesofPyramidandCrownweretakentogether,whichtheEgyptian
governmentdidbeforeitnationalizedbothcompanies,thelargestshareholderwas
HeinekenBrewery.By1963,Heinekenownedforty-fourpercentoftheCrownandPyramid
together.126Asthischapterhasshown,fromthetimeitpurchaseditsfirstshare,Heineken
worked,throughCobra,toputCrownandPyramidundertightercontrol.Heinekenwould
stayinvestedinthebeercompaniestillthebitterendrefusingtogiveupitssharesuntilthe
Nassergovernmentforcedthemto.Oftheremainingsixty-sixpercentofthestock,those
withEgyptiancitizenshipcontrolledthirty-fivepercent.Ofthisthirtyfivepercent,the
majoritywasinthehandsoftheFarghalis.127CrownandPyramidbreweriesweretrulya
familybusinessasthelargestshareholdersbesidesMuhammadAhmadFarghaliwerehis
wife,hisbrother,hisdaughters,hissons,andhiscottoncompany.128Theconcentrationof
stockinthehandsofcertainfamilies,however,wasnotlimitedstrictlytodecisionmakers
42
liketheFarghalis.Forexample,theTawfiqfamily(Hatim,Hazim,Hasan,andHisham
Tawfiq)eachownedtwenty-fiveshares.129Forsmallinvestorsthisfamilymodeloftenwas
theresultofafatherinvestinginstockforhimselfandhisfamily,sothattheywouldhavea
revenuestreamtoeithersupplementtheirfutureincomeoraspartofthesafetynetupon
thefather’sdeath.Forexample,therewerenumerousstockholderslistedasal-armala(the
widow)ofMr.So-and-So.
Asfortheremaining31percentofshareholders,theycamefromNorthAmerica,all
overEurope(Britain,Italy,Austria,Franceetc.)andtheMiddleEast(Syria,Lebanon,Iran,
Turkey,etc.).130Mostoftheseforeignstockholders,likestockholdersgenerally,wereofthe
smallvarietyowninglessthanahundredshareswithlittletonosayinthefunctioningof
thecompanies.Whilethenationalistnarrativewouldarguethatthiswasanexampleof
foreigninfluence,thesesmallshareholderswereindistinguishablefromtheEgyptian
shareholdersexceptforwhereCrownorPyramidsenttheirdividendcheck.Includedalso
amongthis“foreign”contingentwerethemutamaṣṣirūn),whohadanentirelydifferent
relationshipwiththecompanies.Althoughnoneoftheirsharenumberscouldcompete
withFarghali,shareholderslikethePilavachi’sandMouratiadis’hadasignificantimpacton
thedirectionofthecompany.Theyattendedshareholder’smeetingsandwereofteninthe
employofthecompany.These“foreign”stockholderslikewiseseemedtofollowthefamily
investmentplan,withhusbands,wives,andchildrenoftenowningsharestogether.
Whathasbeennoticeablefromtheabovediscussionoftheinnerdevelopmentsof
CrownandPyramidBrewerieshasbeenthecompletelackofwomen.However,inthecase
ofshareholders,thepresenceofwomenwasstriking.Inthelistingofshareholdersofthe
twocompaniesin1963,therewereeightyEgyptianwomenlistedasstockholdersofCrown
43
andPyramidBreweries,oneofwhom,RoseBasili,wastheonlypersonoutsideofthe
Farghalistoownmorethanathousandshares.131Itisnotclearifwomen’sownershipof
stockwasapathtorealinfluenceormerelyawaytoavoidtheappearanceofthe
concentrationofstockinapaterfamilias’hands.Onesignificantexampleofthepower
sharescouldprovidewomenwasKatharinePilavachi.
Whilein1963sheonlyownedaround400shares,inthe1950ssheownedmore
thanfivethousandshares.Thislargestockholdingmeantthatbetweentheyears1954and
1959PilavachisatontheboardofCrownBrewerywithherhusband,Xenon.132Shewas
alsoanactiveparticipantintheshareholders’meetings.Oneoftheparticularitiesof
shareholders’meetingsisthatforeaseoffunctioncertainpeopleservedasrepresentatives
foragroupofshareholders.Thisgroupingofstocksalloweddecisionstobemademore
quicklybecauseonepersoncouldspeakformanyorrepresentshareholderswhowerenot
inEgypt,whilestillmaintainingaquorum.Forexample,WittertvanHooglandwouldoften
representhimself,Feith,Kettner,CobraandCrowndependingonthemeeting.This
groupingofstockalsoshowedwhoreallywasinchargeofthestock.So,forexample,
despiteawholefamilyowningstock,itwasusuallythefatherwhorepresentedeveryoneat
themeeting.AllofthismakesthefactthatKatharinePilavachiattendedtheshareholders
meeting,inperson,exemplaryoftheactiverolethatsheaimedtoplayinthecompany.133
Anevenbetterexampleofheractiveroleinthecompanywasherandherhusband’s
recalcitrancetofallinlinewiththedemandsofPyramid.WhenEricKarlKettner,whoIwill
discussatlengthinthefollowingchapters,tookoverforWittertvanHooglandasthe
managingdirectorofPyramidin1957oneofhisfirsttargetswasCrown,who,inKettner’s
eyes,wasputtingoutaninferiorproductandwasnotdoingenoughtosellthatproduct.134
44
HefoundthebeerthatCrownwasputtingoutlackinginitstaste,brilliance,andfoam
stability.135Thesewerecardinalsinsbecause,asdiscussedabovewithreferencetobeer
advertisementsinEgypt,theseweremainsellingpointsofbeerintheEgyptianmarket.
ThispoormaintenanceofthebrandwascoupledwithpoorsalesinAlexandria,whichhe
believedwasthefaultofCrownnottryinghardenoughtoselltheproduct.Hewasso
distressedathowthisnon-standardizedbeerwasaffectingthesalesofStellainEgyptthat
hesuggestedthereplacementofthemaninchargeofbeerproductionatCrown,Michel
Mavroviti.136
However,allofthisgrandstandingwasnotmetwithcompliance,butarather
impertinentresponse.SpiroSpridis,themanagingdirectoratCrown,bosstoMavroviti,
andemployeeofthePilavachis,whosatonCrown’sboard,saidtoKettnerthatthe
differenceinqualitywasmerelyamatterofappreciation.137Crown’scustomersin
Alexandriahaveneverevercommentedonthebeer,whichfitsperfectlytotheirtaste.Not
onlythat,butthesesamecustomerssaidtheypreferredbeermadeinAlexandriatotheone
madeinCairo.138ThisintransigencyonthepartofCrown,grewoutoftheirdistancefrom
CairoandCrown’shistoryofautonomyfromBomonti-Pyramid,whichstretchedbackto
the1920swithConstantineMouratiadis.EmboldenedbythesetwofactorsthePilvachis
(XenonandhiswifeKatharine),whowerebothlargeshareholdersandsatontheboardof
Crown,feltnoneedtolistentowhatPyramidhadtosayinCairo,eveniftheywerebacked
byHeineken.139Thisdiscordbetweenthebrewerieswouldcontinueuntil1961,when
HeinekendecidedtheonlywayCrownwouldstartsellingthesamebeerwasbyhaving
Pyramidbuythe4118sharesthatHeineken,throughtheholdingcompanyCobra,was
holdinginCrownandthensendaHeinekenapprovedbrewmaster.140Thisplannever
45
cametofruition,astheEgyptiangovernmentnationalizedthecompanybeforetheycould
carrythroughtheplanandasIwillshowinthenextchaptersCrownremainedathornin
Pyramid’sside.
Conclusion ThischapterhastrackedthematurationofthePyramidandCrownBreweries
before,during,andafterWorldWarII.Thisphasewasmarkedbytwonewsourcesof
powerandintrusion,HeinekenBrewingCompanyandtheEgyptiangovernment.
Heineken’sinvolvementwentfrominvestmentinanattractiveassettoactiveparticipation
inthebeercompanies’dailyoperations.AlthoughHeinekenultimatelyactedlikeother
imperialistmultinationals,prioritizingtheirinterestsoverthoseofthelocalcompanies,its
dealingswithPyramidandCrownBreweriesweregenerallyconducteddiplomaticallyand
withaneyetowardconsensus.Heinekenwasmorethanwillingtovolunteer,ratherthan
force,itsexpertiseuponCrownandPyramid,andthesetwobreweriesbenefittedfromthe
technicalexpertiseofthemultinational.Thebalanceddynamicisnoteworthyconsidering
thesignificantpowerdifferentialbetweenthemultinationalandtheEgyptianbeer
companies.TherelativebalanceofpowercanbeattributedtotheEgyptianbreweries’
controlofthesituationontheground,andtothefactthatthepartiesultimatelysharedthe
samegoalofprofitingfromthesaleofbeerinEgypt.
Asforthesecompanies’relationshipswiththeEgyptiangovernment,thesewerenot
basedonmutualinterest;rather,theywerecharacterizedbytensionthatarosefrom
opposingdesires.AsthegovernmentpushedforamoreEgyptianeconomy,thebeer
companieshadavestedinterestinmaintainingahybridandambiguousnationalidentity.
46
Inthiscase,itwasthebeercompaniesthathadtheadvantage:theyhadadecades-long
historyofgovernmentnon-interferenceaswellasmultinationalconnectionstodealwith
thedemandsofthenewlyempoweredgovernment.Meanwhile,thegovernmentwasonly
juststartingtoescapeitscolonial/semi-colonialpast,andwasonlybeginningtomapout
whatitcoulddemandfromthese“foreign”businessesthatforsolonghadremained
inviolate.
Theremainingchapterswilldiscussthesethreeactors—theCrown–Pyramid
Breweries,Heineken,andtheEgyptiangovernment—astheirrelationshipschanged
between1953and1970.ThenextchapterwilllookathowthesynergyoftheEgyptian
breweriesandHeinekenreachedahighpointastheyconsolidatedadurableandpotent
identity,whichdominatedtheEgyptianbeerindustryuntilthe1970s.Atthesame,the
Egyptiangovernment,fullyemboldenedbytheNasseristtakeover,asserteditselfinaway
notpreviouslyseen,whichhadmajorconsequencesfortheprivatesectoroftheEgyptian
economy.
1RobertL.Tignor,EgyptianTextilesandBritishCapital1930-1956(Cairo:TheAmericanUniversityinCairoPress,1989),82-106.2RoyArmes,AfricanFilmmaking:NorthandSouthoftheSahara(Edinburgh:Edinburgh,2006),223JacquesAumont,“LumiereRevisited,”FilmHistory,8(1996):416-430;GeorgesSadoul,LouisLumière,1904-1967(Paris:Seghers,1964).4ViolaShafik,PopularEgyptianCinema:Gender,Class,andNation(Cairo:AmericanUniversityinCairoPress,2007),18-19.5Ibid.6NancyReynolds,ACityConsumed:UrbanCommerce,TheCairoFire,andthePoliticsofDecolonizationinEgypt(Stanford,CA:StanfordUniversityPress,2012),147.7“RapportduConseild’Administration,”NL-SAA-192210,4.1.2.4.2.2-1948-Ingekomenstukkenenminutenvanuitgaandestukkenvan,aanofbetreffendedeCrownBrewery,834-ArchivesofHeinekenNV(henceforth,AH),StadsarchiefAmsterdam(henceforth,SAA).
47
8LucieRyzova,“EgyptianizingModernitythroughthe‘NewEffendiya’:SocialandCulturalConstructionsoftheMiddleClassinEgyptundertheMonarchy”,InArthurGoldschmidt,AmyJ.Johnson,andBarakSalmoni(eds.),Re-EnvisioningEgypt,1919-1952,NewYork:AmericanUniversityinCairoPress,2005,131.9Ibid.,133.10Ibid.,260.11RelliShechter,Smoking,CultureandEconomyintheMiddleEast:TheEgyptianTobaccoMarket1850-2000(London;NewYork:I.B.Tauris,2006),119-120.12KamalSalim,al-ʿAzima,VideoRecording(Cairo:SharikaMisriyyalil-Tamthilwaal-Sinima,1939).13SalahAbuSayf,ʿUstaHasan,VideoRecording(Cairo:Aflamal-Hilal,1952).14YoussefChahine,Ibnal-Nil,VideoRecording(Cairo:Studioal-Ahram,1951).15MarilynBooth,Bayramal-Tunisi’sEgypt:SocialCriticismandNarrativeStrategies(Oxford:publishedfortheMiddleEastCentre,St.Anthony’sCollegeOxfordbyIthacaPress,1990),10.16Ibid.,178.17YusufWahbi,Ibnal-Haddad,VideoRecording(Cairo:Sharikatal-Aflamal-Misriyya,1944).18AhmedBadrakhan,AhebbakInta,VideoRecording(Cairo:AflamFareedal-Atrash,1949).19WalterArmbrust,“TheGoldenAgeBeforetheGoldenAge:CommercialEgyptianCinemabeforethe1960s,”inMassMediations:NewApproachestoPopularCultureintheMiddleEastandBeyond,ed.WalterArmbrust(Berkeley,Cali:UniversityofCaliforniaPress,2000);Gordon,RevolutionaryMelodrama.20LucieRyzova,“EgyptianizingModernity,”133.21“HistoricalBackgroundontheactivityoftheReneGaston-DreyfusgroupinEgypt,”typedandundatedNL-SAA-191241,2.2.9.2.5-1080-Notahoudendeeenoverzichtvandelopendezaken,meteenhistorischoverzichtvandecontactenvanR.Gaston-DreyfusmetEgypte,834-AH,SAA22Ibid.23Ibid.24Ibid.25“RapportdeMonsieurH.Faivresurl’Egypte,”4Juin1935,116-120,NL-SAA-191213,2.2.9.2.5-1053-Africa,834-AH,SAA.26“LetterfromCrownBrewery(henceforth,CB)toN.V.KolonialeBrouwerijn“Cobra””9November1937NL-SAA-192209,1948-1950-Ingekomenstukkenenminute…,834-AH,SAA.27Ibid.28RelliShechter,SmokingCultureandEconomyintheMiddleEast:TheEgyptianTobaccoMarket1850-2000(London:I.B.Tauris,2006),99.29Tignor,EgyptianTextilesandBritishCapital…,13.30Ibid.31“Introduction,”834-834-AH,SAA,http://stadsarchief.amsterdam.nl/archieven/archiefbank/overzicht/834.nl.html32Ibid.33M.G.P.AJacobs,W.H.GMaas,MarkBaker,TheMagicofHeineken(Amsterdam:Heineken,2001),8.4.
48
34“LetterfromCobratoCB,”28October1937,NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.35AnnualReport,HeinekenBierbrouwerijMaatschappijN.V.(HenceforthHBM)GevestigdTeAmsterdamVerslagOverHetBoekJaar1936-7,8,15/26,http://stadsarchief.amsterdam.nl/archieven/archiefbank/overzicht/834.nl.html36“LetterfromNederlandscheHandel-MaatschaapijtoCB,”27April1939,NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.37GarretOliver,“Kegs,”OxfordCompaniontoBeered.GarretOliver(Oxford:OxfordUniversityPress,OnlineVersion,2013)AccessedMay23rd2014.38“LetterfromCobratoCBentitled“FûtsenferÉtamé,”24May1938NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.39Ibid.40Ibid.41LetterfromCBtoHBM,”8June1938NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.42“LetterfromBanquedeLaSociétédeBelgiquetoHBM”2June1939,NL-SAA-192209,1948-Ingekomenstukkenenminute…,834-AH,SAA.43“LetterfromCobratotheDirectorofHBM,”22April1940,NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.44Ibid.,45“TelegramtoCobra”7May1940,NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.46“LetterfromCobratoCB,”5June1948,NLSAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.47“LetterfromCobratotheDirectorofHBM,”22April1940,NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.48“LetterfromOfficedesTerritoiresOccupésetContrôles(OTOC)toCB,”23March1946NL-SAA192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.49“LetterfromtheOTOCtotheDirectoroftheCB,”27June1948NL-SAA-192210,4.1.2.4.2.2-CrownBrewerySAAlexandria,834-ArchivesofHeinekenNV,StadsarchiefAmsterdam,50“LetterfromOfficedesTerritoiresOccupésetContrôlestoCB,”23March1946NL-SAA192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.51“LetterfromtheOTOCtotheDirectoroftheCB,”27June1948NL-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.52“LetterfromCobratoPaulBodart,”24December1945NL-SAA192209,4.1.2.4.2.2-CrownBrewerySAAlexandria,834-ArchivesofHeinekenNV,StadsarchiefAmsterdam.53Ibid.54Ibid.55“SecretletterfromCrowntoPaulBodart(henceforth,PB)”24December1945,NL-SAA-192209,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.56“LetterfromPBtoCobra,”18November1946NL-SAA192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA..57Ibid.58“LetterfromCarlodeMeytoCB,”October1946NL-SAA192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.
49
59“LetterfromCobratoPB,”24December1945NL-SAA192209,4.1.2.4.2.2-CrownBrewerySAAlexandria,834-ArchivesofHeinekenNV,StadsarchiefAmsterdam60“LetterfromPBtoCB,”18November1946192210,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.61Ibid.62“LetterfromPBtoCB,”18November1946192210,1948-Ingekomenstukkenenminute…,834-AH,SAA.63RapportduConseilD’AdministrationaMessieursLesActionnairesDelaCrownBreweryReunisenAssembleGeneraleExtraordinaireaBruxelles,le26Mars1947,a11h.a.m64“LetterfromH.J.GIvenstoHBM,”12May1947NL-SAA-192210,1949-Ingekomenstukkenenminute…,834-AH,SAA.65“LetterfromCBtoCobraentitled‘NosrelationsfinancieresavecnotresiegesocialenBelgique’”6August1949.NLSAA192210,4.1.2.4.2.2-1948-Ingekomenstukkenenminute…,834-AH,SAA.66Ibid.67“LetterfromCobratoCBentitled‘VosrelationsfinancieresavecvotreSiegeSocialenBelgique’”20August1949NLSAA192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.68“LettertoMr.MarcelCuvelierfromCobra,”4Aout1950NL-SAA-192210,1949-Ingekomenstukkenenminute…,834-AH,SAA.69“LetterfromCobratoH.J.GIvens,”16thApril1947NL-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.70Ibid.71Tignor,EgyptianTextilesandBritishCapital,83.72Ibid.73Ibid.74“LetterfromH.J.GIvenstoHBM,”12May1947NL-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.75Ibid.76ALetterfromtheboardtostockholders,6May1957,DWQ,MS,3019-5504-0009,SharikatBiratal-Ahram.77“Procés-verbaldelaréunionduConseild’AdministrationdelaSociétéAnonymedesBièresBomontietPyramidestenueàAlexandriele21Mars1952”NL-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.78“LetterfromWittertvanHoogland(henceforth,WvH)toCobra,”28January1952NL-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA..79“LetterfromWvHtoCB,”29February1952NL-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA.80Ibid.81Ibid.82Ibid.83Ibid.84“LetterfromWvHtoP.R.FeithatHBM,”2ndMay1952Nl-SAA-192210,4.1.2.4.2.2-1949-Ingekomenstukkenenminute…,834-AH,SAA..85Ibid.86Ibid.
50
87“LetterfromConstantinQasdaglitoMonsieurAdministrateur-DelegueofPyramid,”28Feb1953NL-SAA-192211,4.1.2.4.2.2-1950-Ingekomenstukkenenminute…,834-AH,SAA.88Cobra,“DeclarationofProxy”20April1953NL-SAA-192211,4.1.2.4.2.2-1950-Ingekomenstukkenenminute…,834-AH,SAA.89WittertvanHooglandwouldleavePyramidBrewerytobecometheheadofHeineken’sinternationalholidngcompany,Cobra,in1957.90“LetterfromWvHtoP.R.FeithatHBM,”2ndMay1952Nl-SAA-192210,1949-Ingekomenstukkenenminute…,834-AH,SAA.91Theadvantagesofthosewithforeigncitizenshipclearlygrewoutofthehistoryofthecapitulations,whichgaveforeignresidentsextra-territorialrightsinEgypt.ThecapitulationshadamassiveeffectonthelegalhistoryofthecountryseeBrown,NathanJ.“ThePrecariousLifeandSlowDeathoftheMixedCourtsinEgypt,InternationalJournalofMiddleEastStudiesVol.25(1),February1993,pp.33-52.92Ibid.93Ibid.94SocietedeBiere“LesPyramides,”“SummaryoftheServicesRenderedbyHeineken’sBreweriesNetherlandstoPyramidesBreweryofCairo,”4November1961NL-SAA-191356,1977-VerslagenvanbezoekenenbesprekingeninzakedeSociétédeBièreLesPyramidesS.A.E.,4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA.95Ibid.96Ibid.97Ibid.98Ibid.99Ibid.100Ibid.101Ibid.102NathanJ.Brown,“ThePrecariousLifeandSlowDeathoftheMixedCourtsofEgypt,”InternationalJournalofMiddleEastStudies25(1993):33.103Ibid.104NancyReynolds,ACityConsumed:UrbanCommerce,TheCairoFire,andthePoliticsofDecolonizationinEgypt(Stanford,CA:StanfordUniversityPress,2012),151105RobertVitalis,WhenCapitalistsCollide:BusinessConflictandtheEndofEmpireinEgypt(Berkeley:UniversityofCaliforniaPress,1995),49.106Brown,“ThePrecariousLifeandSlowDeath…,”45-46.107RobertL.Tignor,State,PrivateEnterpriseandEconomicChangeinEgypt,1918–1952(Princeton,N.J.:PrincetonUniversityPress,1984),184.108Vitalis,WhenCapitalistsCollide…19.109EricDavis,ChallengingColonialism(Princeton:PrincetonUniversityPress,1983),195.110Tignor,State,PrivateEnterpise,220.111E.J.Blattnered.,Who’sWhoinEgyptandtheMiddleEast(Cairo:ImprimerieFrancaise,1950),219.112“Kashfbi-aʿdaʾIdaratal-SharikatBiratal-Ahramfi1956,”DWQ,MS,3019-5504-0009,SharikatBiratal-Ahram.
51
113“Kashfbi-aʿdaʾIdaratal-SharikatKarwonBreweryTabiqanli-l-Madat23minal-QanunRaqm26fi1954,”DWQ,MS,3019-6808-0009,SharikatKarwonBrewery.114RobertL.Tignor,“TheEconomicActivitiesofForeignersinEgypt,1920–1950:FromMillettoHauteBourgeoisie,”ComparativeStudiesinSocietyandHistory22(1980):434.115AlexanderKitroeff,GreeksinEgypt1919-1937(AtlanticHighlands,N.J.:IthacaPress,1989).116JoelBeininandZacharyLockman,WorkersontheNile:Nationalism,Communism,IslamismandtheEgyptianWorkingClass,1882-1954(Princeton:PrincetonUniversityPress,1987),9.117GudrunKrämer,TheJewsinModernEgypt1914–1952(Seattle,Wash.:UniversityofWashingtonPress,1989),31.118Ibid.119Tignor,“TheEconomicActivitiesofForeignersinEgypt…”,427.120JoelBeinin,TheDispersionofEgyptianJewry:Culture,Politics,andtheFormationofaModernDiaspora(Berkeley,Cali.:UniversityofCaliforniaPress,1998),18-22.121SimonShamir,“NationalityoftheJewsintheMonarchyPeriod,”TheJewsofEgypt:AMediterraneanSocietyinModernTimes,ed.SimonShamir(Boulder,Col.:WestviewPress,1987),48-51.122Ibid.,52-9.123“IqrarHannaYusufHanna,”DWQ,MS3019-006808-0009,SharikatKarwonBrewery.124“LetterfromEricKettner(henceforth,EK)toWvH,”29September1958;and“LetterfromEricKettnertoWvH,”18June1960,NL-SAA-191356,1977-VerslagenvanbezoekenenbesprekingeninzakedeSociétédeBièreLesPyramidesS.A.E.,4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA.125“LetterfromEKtoWvH,”26April1962NL-SAA-191356,1977-VerslagenvanbezoekenenbesprekingeninzakedeSociétédeBièreLesPyramidesS.A.E.,4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA.126ListofShareholdersinPyramidandCrownBrewerydated1964,DWQ,MS,3019-5506-0009,SharikatBiratal-Ahram.127ListofShareholdersinPyramidandCrownBrewerydated1964,DWQ,MS,3019-5506-0009,SharikatBiratal-Ahram.128Ibid.129ibid.130ListofShareholdersinPyramidandCrownBrewerydated1964,DWQ,MS,3019-5506-0009,SharikatBiratal-Ahram.131Ibid.132ConseilD'Administration,“TaqrirMaglisal-IdaraSana1954-1958,”3019-006809,SharikatKarwonBrewery133“KashfHaḍūrmusāhimīnfial-gam‘aiyyaal-‘amumiyyal-sharikatKirāwnbrīūrīsh.m.mal-mun‘aqidab-maqaral-ra'isial-ka'inb-iraqm23shar‘ailūsīzb-iskanderiyyayawmal-ithnaynal-muwafiqkhamsatashirīnminmayu1959al-sā'aal-ḥādiyya‘ashrasabāḥan,3019-006810-SharikatKarwonBrewery134“EKfromWvH,”24May1957,1977-VerslagenvanbezoekenenbesprekingeninzakedeSociétédeBièreLesPyramidesS.A.E.,4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA.
52
Nl-Saa191356p.30-1135“LetterfromEK(administrateur-délégué)representingSocietedeBiere“LesPyramides”toSpiroSpiridis(administrateur-délégué),19February1957,1977-VerslagenvanbezoekenenbesprekingeninzakedeSociétédeBièreLesPyramidesS.A.E.,4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA.136Ibid.137“LetterfromSpiroSpiridistoEK,”23February1957,NL-SAA-191356,1978-CorrespondentietussenWittertvanHoogland…4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA138Ibid.139“LetterfromWvHtoEricKarlKettner,”19May1961NL-SAA-191356,NL-SAA-191356,1978-CorrespondentietussenWittertvanHoogland…4.1.2.4.2.6-OverigebrouwerijenbuitenEuropa,834-AH,SAA.140Ibid.