4 READERS' LETTERS PLEASANT PROBLEMS Early this year our brewery in Hamilton (Canada) had to handle a sudden increase in sales. They sky-rocketed. What was the cause? A strike had broken out at the breweries of our biggest competitors. It lasted quite a while. Suddenly, Amstel (Canada) and two other small breweries had to supply the entire province with beer. A problem that was not so easy to solve. Our colleagues there had to work terribly hard, but they succeeded. They sold four times more beer than normal. But there was yet another problem. In Canada beer can only be sold in special liquor stores. Those were on strike as well. So the consumers could only get our beer direct from the brewery. That gave rise to scenes that everyone will talk about for a long time yet. Police assistance had to be called in to control the traffic. For the customers' cars were obstructing the road in front of the brewery. All those people wouldn't fit inside the building. So the beer was loaded on to trailers and sold from the trailers. Caravans where the beer could be paid for were parked next to the trailers. There were also field kitchens to supply the crowds of people with hot coffee and soup. Six hours before the 'shop' opened there were queues of customers waiting in line. In the freezing cold. There were also security guards who had been specially hired to ensure that no beer vanished without a trace. It's easy to understand that such a selling method attracted nearly everyone's attention. Amstel (Canada) featured on television almost daily. And of course in the newspapers as well. There can't be many people in Ontario Province who don't know what brands of beer we sell. We also brew Grizzly Beer there. We sold one million cartons of that brand in the United States in 1984. We'd love to know how much Grizzly we'll sell in Canada after all that publicity. Some of the people in the queue waiting to buy our beer at the Amstel Brewery in Hamilton (Canada). The front of the folder that was handed out after the pressure had died down. 'Thanks for making Amstel Ontario Province's busiest breweryis the message on the inside. The four bottles show the beers that the brewery produces. AFRICA In one of your previous issues I read there was no god of beer. Is there no goddess of beer either? A.M. Vinci Pedavena (Italy) No, not as far as we know. We're playing it safe with our answer this time because you never know whether some religion in the distant past might have had a beer goddess. How is it that the star seen on many Heine ken labels isn't the six- pointed star of the brewers, but only has five points? M. Bindel Mutzig (France) Africa is an important continent for us. We work together there with around 20 breweries. Their locations are marked on the above map. Often these businesses brew their own brand of beer. But the brewing is done under Heineken's supervision. We've not been able to trace how the star got on to the Heineken label. Perhaps someone thought it looked nice. Or thought that a star had a symbolic meaning. So we don't know why there's not a brewer's star on the label either.

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Heineken International Magazine | 1985 | | pagina 4