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!'