5
COMBINED STRENGTH
IN FRANCE
PINKJEWELS
How does it all fit together?
Brands
Organisation
Investments
A major form of cooperation has
been established in France
between Heineken France and
two brewing groups, Union de
Brasseries and Pelforth. These three
companies will continue to operate
independently as part of one parent
company which is called Société
Générale de Brasseries (Sogebra for
short) and has its head office in Paris.
Naturally, the three will work closely
together so that the French market can
be served as efficiently as possible.
Heineken will hold 51% of the shares
in Sogebra, and our partner, B.G.I.
(Brasseries et Glacières
Internationales) will hold 49%BGI
is the original parent company of the
Union de Brasseries and Pelforth.
The significance of this cooperation is
certainly reflected by the fact that
Sogebra is the second biggest concern
in the French breweries sector, with a
market share of 25%And one quarter
of the French market is equivalent to
6V2 million hectolitres of beer, or some
2,500 million glasses a year. Around
5,000 employees produce and sell this
vast quantity. This joining of forces is
very attractive for both partners, as it
enables them to combine their French
marketing interests.
If you ever visit France, you'll often
come across the following brands in
that country. All of them are brewed by
Sogebra: Pelforth, '33', Mützig,
Porter, George Killian and, of course,
Heineken. In addition, the range
comprises the well-known shandy
'Panach'. It's almost impossible to
quench your thirst with a beer other
than a Sogebra brew in France. You'll
always be able to find one of the above
brands somewhere in the
neighbourhood.
Heineken France - Schiltigheim
"33"Exp<>it.On peut restcractif
après une bonne bièrc.
Pelforth - Lille
Sogebra's President is a prominent
Frenchman with his roots in the
financial world, Georges Plescoff.
Day-to-day management is in the
hands of the Managing Director,
Anthony de Roy, a Dutchman who for
many years was in the charge of
European interests with Heineken in
Holland. This change of job obviously
JiA
A. de Roy, Managing Director of
Sogebra.
meant that Mr. De Roy had to move to
France. How did he and his family feel
about that?
'For me it's fascinating', is his
immediate reply, 'and my wife is
pleased about it too. It's a challenge to
help get this new company off the
ground.'
A lot of money is involved in extending
and modernising the new group, which
comprises 9 breweries. They are
located all over France. From right up
in the north, at Lille, to the deepest
South, at Marseilles. Four of them
brew more than one million hectolitres
each .That's 400 million glasses of beer.
It is thought that about 1,000 million
French francs will have to be spent in
the next few years. That's a big amount
but it will give both partners a good
start for the future.
Flamingos add a splash of colour between the Heineken office buildings at Zoeterwoude (Holland)
Heineken's big office complex in
Zoeterwoude consists of a
square block surrounding an
inside courtyard. By digging a pond
which passes underneath one of the
buildings and by laying out a garden,
the architect has made sure that there
is a superb view from the many
windows overlooking the inside of the
square. But the view could be made
even more attractive if live flamingos
were allowed to walk loose around the
courtyard. A number of these elegant
birds were brought there this summer.
They feel wonderfully at home in these
half-land, half-water surroundings
similar to those in their natural habitat
Surely, food must be a problem, as the
tiny water creatures that flamingos
normally eat don't occur naturally in
our pond? No problem. Their food is
specially composed for them in one of
Holland's biggest zoos. All we need to
do is make sure that it's served to the
birds twice a day.
Flamingos are usually a brilliant shade
of pink, but ours still look rather pale.
That's because they're still young. As
they get older their plumage will
become more intensely coloured and
more beautiful. Around our office
buildings there is enough space for
twenty of these birds. They will set it
off like jewels in a crown.
HEINEKEN N.V.
SUPERVISORY BOARD
EXECUTIVE BOARD
CONCERN STAFF DEPARTMENTS
AMERICA
EUROPE
ASIA/OCEANIA
EXPORT
FRANCE
BELGIUM
ITALY
HOLLAND
U.K.
IRELAND
GREECE
SOGEBRA
MOUTERIJ ALBERT
DREHER
HEINEKEN DUNCAN, GILBEY& MURPHY BREWERY
NEDERLANDS BEHEER MATHESON IRELAND
ATHENIAN
BREWERY
VRUMONA
HEINEKEN NEDERLAND
SPIRITS WINE GROUP HOLLAND
Here you see a simplified diagram
of the Heineken organisation.
The Board of Supervisory
Directors keeps an eye on how the
business is run. The supervisory directors
are not Heineken employees. The
Executive Board is in charge of running
the organisation and consists of Messrs.
A.H. Heineken, G. van Schaik, J. van
der Werf, R. van de Vijver and H.F.M.
Coebergh.
The concern staff departments are
subdivided into Legal Affairs, Finance,
Social Affairs, Marketing, Engineering/
Technology, Public Relations, etc. etc.
They provide advice to the Executive
Board and to the companies affiliated
with us. They are also responsible for
activities falling within their own
specialised areas.
The world has been divided by
Heineken into various regions, such as
Africa, America, etc. This makes the
operations easier to understand. Each
region is headed by a director who is
responsible for all the activities there.
Since this magazine is provisionally for
Heineken employees in Europe, we have
subdivided this Continent according to
the various subsidiaries we have in
Europe. You work in one of these
companies. Last but not least, there is
Export, which sells our products
throughout the world.