4 SHERRY PRIMUS SPARKLES AMSTEL BOCK IN BURUNDI I Treasure from the past Heineken's biggest brewery in Italy can be found in Massafra, in the heel of the boot, on the road linking the south of Italy with the northIn 1963when the building had been completed with the aid of Heineken Technical Services (HTB)the brewery's capacity was 250,000 hectolitres. This capacity has meanwhile been boosted to one million hectolitres, a volume that can even be doubled once all construction work in Massafra has been finished. Black glasses THE RICHES OF MASSAFRA In June a contract was signed in Amsterdam between Heineken and the Spanish family-owned firm, Osborne. Heineken will become the exclusive importer and distributor of Osborne Sherry in Holland. This will be handled by our Zoetermeer- based subsidiary, the 'Gedistilleerd en Wijn Groep Nederland B.V.' (Spirits and Wine Group - Holland). Osborne Sherry is one of the biggest selling sherry brands in Holland. For the Spirits and Wine Group this contract heralds the start of a further expansion of its import range of branded distilled products and fortified wines. The end of June saw the launch of a big advertising campaign in Zaïre. The campaign's theme was 'Primus makes life sparkle'. Its main aim was to make Primus beer appeal to a slightly younger public, as market research had shown that the majority of Primus drinkers are in the over- 45 age group. Primus has 40% of the beer market in Zaïre. The brand is brewed by Bralima S.A.R.L., a brewery group with five production units. Heineken has a 60% stake in Bralima. One of the roadside posters for the Primus advertising campaign in Zaïre. here?' he regularly asks the people of Massafra. Mimino spends a lot of his spare time running his village scout troup. One day he decided it would be a good idea to go along with his scouts and take a good look at the hundreds of grottoes and caves and the dozens of chapels carved out of the rock in the hill on which Massafra is built. A new world was opened up for him T saw beautiful wall paintings when we walked through the caves. The altars, the churches and the old dwellings, abandoned underneath the town, can tell us lots of things about the way of life of the former inhabitants of these hills. Some of these treasures are thousands, tens of thousands of years old.' This is why it's Mimino's fervent wish to do something about restoring all those historical riches with the aid of his boy scouts. Not only to lift the veil on secrets from the past, 'but also because all this beauty, our own heritage, can help boost the growth of tourism in MassafraMimino loves the history of his town. Its authentic, good relics have to be looked after and preserved For only quality will survive, only quality has everlasting value. That's what Mimino thinks about the treasures from his town's history. And it's the same attitude that also helps this friendly analyst from the south of Italy to brew a beer that has quality. A toast to the caves of Mimino from Massafra 'May they be preserved!' The brewery has a capacity of1,000,000 hectolitres. In his spare time Mimino works a lot to preserve Massafra's grottoes. Mimino Marangi in the quality control department. A water-purification plant big enough for Tinplate and other packaging materials a city of50,000 people. are supplied by rail. In this warm part of Italy, where orange trees, palms and cactuses add romance to the landscape, the brewery's water purification plant, big enough to serve a city of 50,000 inhabitants, has also been built. Massafra itself has a population of 35,000. The railway line brings in the supplies of malt, tinplate and other packaging materials. Lorries drive out from Massafra to distribute the freshly brewed beer throughout the country to quench Italian thirsts. Visible from miles away, the Dreher neon advertising sign on top of the gigantic silo building is like a beacon marking the brewery as a source of refreshment for weary hikers. One person who knows that Italians also enjoy a good glass of beer besides This is the label of the Amstel Bock beer now available in Burundi. Since mid-August this special ruby-red beer has been on sale in that African country. It is brewed in the brewery in Gitega. Amstel is the first real 'bock' beer to be brewed in Africa. Bock beer has long been a familiar drink in Continental Europe. In Holland, for instance, it is traditionally brewed in the late summer for the autumn and winter season. In Burundi Amstel Bock beer is available all the year round. People in that country refer to it in short as Amstel Bock. It so happens that in French-speaking Central Africa the word 'bock' means 'beer'. And the verb 'boeker' means 'to drink beer'. Brasserie de Gitega also started producing Amstel lager in June this year. That's now been joined by the special Amstel Bock Brew. A new product. But one with a familiar-sounding name. their inseparable drink of wine is Mimino Marangi. Massafra-born Mimino, aged 33, is the father of a daughter and a son. He works as an analyst in the quality control department at our Dreher Brewery in Massafra. Together with five others, he checks the raw materials, the beer and the samples to ensure they are of good quality. Is the beer too bitter? Is there perhaps even the slightest variation in its taste? Each week the quality control department tests the beer, which is served in black glasses so that the tasters can't see its colour. And, as the brewery also wants to know everything about its competitors' products, these are sampled here as well. However precisely the taste and quality of our beer can be analysed by machines and instruments, the human sense of taste remains crucial. And Mimino knows that better than anyone else. But Mimino's interests go beyond the quality of beer. 'Do you realise how many things of beauty you've inherited

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Heineken International Magazine | 1985 | | pagina 4