If vou have any news or
Hems of interest to report,
please ring one
of the following people-
Mr. B. Sarphati has been
appointed director of
Coordination Europe, as
Mr. P.P. Snoep, who held
this post until recently,
has left Heineken.
Mr. R. V. Strobos has
responsibility for the
Spanish breweries group
Almost every brewery within our concern supplies to
distributors, depots or wholesalers. Those in turn sell our
beer and other drinks to landlords, retailers and others.
The people who handle this distribution work are the front-line
soldiers. They are our shock troops. They have to be better
fighters than the armies of our competitors.
Throughout the world there are hundreds of such firms selling
Heineken products. We dropped in on one. The Dublin depot
of our Murphy's Brewery in Ireland.
Dave Gibson, the pilot, drove us in his car to his flying club in a corner of the
wide expanse of Dublin AirportA few
hours later we were due to leave on a
flight from the departures building
right over on the opposite side. We
explained that to Dave. He pondered
for a moment and then said something
about a 'taxi' that would take us right
across the tarmac. That would save us a
lot of time and waiting for traffic lights.
We were busy taking our leave of him
when Dave said "Hang on a minute".
And instantly he started loading our
luggage into one of the light sports
planes that was standing ready for
take-off. Before we knew what was
happening we taxi'd right across the
airfield with the permission of the
control tower. "Now, isn't that a lot
simpler", quipped Dave as he said
goodbye and climbed back into the
plane to taxi back over to his club.
That was the first time we've ever gone
for a car-ride in a plane.
Heine ken's associated brewery in
Medan on the island of Sumatra
(Indonesia) is a business in our group
that has a mosque in its grounds.
Published by the Concern Staff
Department Public Relations of
Heineken N.V. .Amsterdam(Holland).
Schiltigheim. tel. 88/ 629080
Marc Bindel, Mutzig
Michèle Weisheit, Mutzig
Edward Costello, Cork
tel. 021 503371
Nella Molinari, Milan
Piera Serra, Macomer
Angela Balice, Massafra
Anna Maria Vinci, Pedavena
Piero Reghin, Popoli
OUR SHOCK TROOPS
"Ireland's capital has one million
inhabitants. That's a big market",
explains director, Bill Browne. A dark-
haired, 30-year-old Irishman, with a
zest for work, a bachelor with eyes that
roam far beyond his country's borders.
He's very much attracted by South
Bill Brownemanager of our depot in
America. He started working for
Murphy's in 1977 and since 1983 he's
been in charge in Dublin. He's also
responsible for the sales of our beers,
wines and spirits in his area.
"Here we sell 70% of all Heineken
lager in Ireland and 80% of all the
distilled products marketed by the
brewery. It's fierce competition, for
every customer could stock 15 different
brands of beer on his premises, if he
"Usually, he's satisfied with about six or
eight. And each of these beers he
stocks both in bottles and on draught.
Why? The Irishman is very discerning
when it comes to the taste of his beer.
That's why he has one favourite brand
which he wants to be served either in
bottles or on draught. The landlord has
to comply with these wishes. If he
Throughout the world lorry loads of Heineken go out to customers.
Pictured here are employees of our Murphy's Dublin depot: from left to right, John
Cussen (driver's mate), Sean Hennessy (driver) and Joe McDermott (supervisor).
didn't he would lose customers. And he
can't afford to do that, especially not in
Ireland. A large part of people's social
life here revolves around the pub. And
a great many glasses of beer are drunk
in the process. On the spirits market
the number of products is bigger still
As sellers of drinks. Bill Browne and
his staff are in one of the most difficult
areas you could ever imagine. They
operate in the same city as the powerful
Guinness brewery. That brand has
three-quarters of the market. The
other breweries are also fighting hard
to boost their sales. They try to attract
customers by offering discounts,
sponsoring arrangements and labour-
saving machines which make beer
"That's why I recently gave a few of our
draught customers a really ingenious
installation which enables them to
draw beer from 3 to 5 kegs in
succession without having to broach a
fresh keg each timeWhich means that
no-one has to go down into the cellar to
insert the extractor tube into a full keg
when one goes empty. That's very
important when you've got a thousand
or more customers on your premises
who are at their thirstiest between 9
and 11 at night. Very often we don't
have the time to think long before
introducing something new. We have to
keep ahead of the competitors", says
Thirty-three employees work for our
concern in Dublin. Things are going
well for our depot, as Heineken sales in
1984 were fifty per cent higher than in
1983. Thanks to those employees and
the good service they provide.
Together they represent 20% of the
Murphy's personnel. They have to be
excellent crack troops, as they are
standing right in the front line of fire.
"We have one great advantage",
concludes Bill Browne. "The beer
drinker is asking for Heineken by
name. In my view this is due to the very
high quality of our product and to its
taste." One thing is sure: "Irish beer
drinkers know what they want. Let's
hope that they want more and more
Heineken", he adds with a grin.
P.O. Box 28, 1000 AA Amsterdam