3 WELCOME TO THE BREWERY Over the years many of our breweries have built up a good reputation for the reception they extend to visi tors. And by tradition the brewer takes pride in giving his visitors a warm and hos pitable welcome 'De Hooiberg' The Kiln Smart visitors Hooked on Heineken Heineken's for boys On the ball with beer "Heineken refreshes the parts other beers cannot reach". that's been our advertising slogan in England for more than ten years. Winning over the cool British to the enjoyment of Europe's most popular lager has been based on this theme in dozens of advertisements andTV commercials. And the campaign has found a response in the form of typical British humour. TheCouncil Chamber' (Raadskamer) is the name of the new reception bar in Zoeterwoude. Ahoy! Smart set of visitors in the Amsterdam brewhouse. At the brewery the beer is obviously conditioned at its best, but the surroundings in which visitors can sample the brew are equally important. Much attention has always been paid to these reception areas. In issue number 2 you were able to read about the new film projection room at our brewery in Mutzig (France). The reception area at our brewery in Zoeterwoude (Holland) has also been given a faceliftThe video presentation room has undergone a complete alteration. Professional equipment, superb acoustics, improved air- conditioning and cosy interior decorations and furnishings have made this room suitable for many types of presentations. Next to the film room a small new reception room has been built to accommodate small groups of about 10 visitors at a timeThe interior resembles that of a typical Dutch 'brown café'. In the main hall of the reception building, which will of course house much bigger groups, new curtains and lamps are being fitted. The reception complex in Zoeterwoude is called 'De Hooiberg' (The Haystack)That was the name of the brewery purchased by Gerard Adriaan Heineken back in 1864. This 'Haystack' Brewery was situated in Amsterdam city centre and had a history going back to 1592. Grandfather Heineken bought this brewery when he was 22 years old and then he set up the Heineken brewery. So the name of the reception building is a reminder of Heineken's early history. As you know, there's also a lot of rebuilding and renovation work going on at Murphy's Brewery in Ireland. It's not too long ago since a new keg line was installed there, and the new brewhouse will be officially opened in the next few months. Another new plan involved the conversion of the old malthouse into a place to receive visitors. The building's magnificent old stone walls were cleaned and the shutters were painted in Murphy's new colours, red and beige. Everything inside was done up, too, including the installation of a temporary bar. At a later stage there are plans to place an old-fashioned, antique bar in this room. A 'kiln' is a place where drying takes place. In this case an oast-house where grain was dried. The name is an Murphy's new red adds special warmth to The Kiln's decor. apt choice in view of this building's earlier use. 'The Kiln' was house- warmed and toasted with beer during a reception for personnel at the end of May this year. Not only are the reception rooms worth looking at. Sometimes the same can also be said of the visitors to the brewery. Like a group of naval officer cadets and sailors from the French flagship, FNS 'Commandant Bouan', who visited our Amsterdam brewery. On the photo you can see that this fine body of men had donned really stylish uniforms specially for the occasion. It was hard to tell which shone the most: the brass buttons or the copper brewing kettles! Film room in 'De Hooiberg': lots of atmosphere, versatile uses. Rebuilding and renovation at Murphy's, but memories of the past are still cherished in The Kiln. This slogan, meanwhile a catchword in the United Kingdom, apparently stimulates not only buyers of our lager, but also their imagination. Many enthusiasts see the slogan as only too true and so they ascribe all sorts of amazing properties to Heineken beer. In some English newspapers we came across the following anecdotes. have become the proud parents of a baby boy. 'This is a pub with a truly friendly atmosphere, where all the wives join in the fun. Everybody here drinks Heineken, including the fourteen couples who've had sons' commented bartender Robert Paterson as he pulled the next round of Heineken for the boys. (Morning Advertiser). Brian Taylor, an enthusiastic angler, has set nine new world records for the super catches he's landed in the space of two years. His secret? He dips his bait in Heineken before casting. 'It sounds strangebut it's really true'says Brian. 'One day I went out fishing, and not a bite all day. Then, as a joke, I poured some Heineken on my bait. Boy, did they bite fast! That's what did the trick, I'm sure of it now. Because since then the fish have been waiting in line to get at that Heineken taste. Sharks seem to be particularly fond of Heineken.' Brian's story made it into the papers under the headline "Heineken catches the sharks other beers cannot reach". (The Sun). Regulars at the Mother Shipton pub in Portsmouth, England, have no doubt about it at all: Heineken's for boys. Fourteen married couples, devoted Heineken Lager drinkers all of them, For the first team of FC Park Gate, an English soccer team, miracles still happen. However much effort they used to put into their matches, however well they got on with each other socially, their performances on the field were invariably.rubbish! Until that day when they toured the Heineken brewery during a trip over to Amsterdam. As if by magic, each single player started to put in top-class performances. One opposing team after the other fell to their superior footballing skills. And for the first time in the club's history, they became league champions. 'That's right, since our visit to the Heineken brewery we've been unbeatable', says coach Dave Alton of Park Gate 1. What, really unbeatable? 'Well, I have to be honest'says Dave'During our trip to Amsterdam we did play against a team from Heineken. And that's the one match we lost. But then they'd drunk twice as much Heineken as us!'

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Heineken International Magazine | 1985 | | pagina 3