IRISH CROSSING 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 assumed overall responsibility for the Spanish breweries group El Aguila. 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. Difficult area More demand 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). FRANCE Béatrice Leplat-Labergerie, Schiltigheim. tel. 88/ 629080 Marc Bindel, Mutzig tel. 88/384899 Michèle Weisheit, Mutzig tel. 88/384899 IRELAND Edward Costello, Cork tel. 021 503371 ITALY Nella Molinari, Milan tel. 02/3775 Piera Serra, Macomer tel. 0785/20066 Angela Balice, Massafra tel. 099/681325 Anna Maria Vinci, Pedavena tel. 0439/301755 Piero Reghin, Popoli tel. 0085/98474 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 Dublin (Ireland). 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 wanted to." "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 dispensing easier. "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 Bill Browne. 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. HOLLAND Marcel Eyck. P.O. Box 28, 1000 AA Amsterdam tel. 020/702268

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Heineken International Magazine | 1985 | | pagina 3