On 14 juli 1733 Jan van den Bosch received permission from the Amsterdam council to erect a kettle to brew beer on the Nieuwe Zeedijk, which later was named Hoogte Kadijk. He named his brewery De Gekroonde Valk (The Crowned Falcon). In the first period the beer market was rather unfavorable because of expensive ingredients and competition from cheap jenever. Nevertheless, the new brewery was soon successful. When the VOC decided in 1760 to select the beer to be imported based on quality, the Gekroonde Valk was one of the select group of six Amsterdam breweries from which purchases were made. It marked the beginning of a future in which the brewery would become big in worldwide export of so-called Falcon beer.