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.

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Heineken International Magazine | 1984 | | pagina 5