WELL
DISPENSED
fcS/SHSTOVÖ
■Greece
Reunion
■Netherlands
■Canada
International Magazine
for Heineken employees.
Published four times a year.
Contents
New products
Gerard Netter
Heineken Brass Band
Bars in Russia
Record year for Amstel 4
Beer dispensing lesson on
video
November 1985
was a busy month
Warehouse opened in
Canada
Amstel in Cameroun
Murphy Stout exported
to Britain
New brewhouse
INTERNATIONAL MAGAZINE
Continued on page 2
In brief
Athenian Brewery has taken
over the production units
(brewery and malting plant) of
Breweries of Greece. The
brewery is located in Patras, to
the west of Athens. It has a
capacity of about 900,000
hectolitres. Part of the capacity
will be used to brew Amstel beer.
Athenian Brewery already owns
production units in Athens and
Thessalonikiwhere it brews
Heineken and Amstel beer.
Breweries of Greece will
continue its sales operations for
Löwenbrau lager in Greece.This
lager is brewed under licence by
Athenian Brewery in Patras.
Heineken has acquired a majority
interest in Brasseries de Bourbon
on the lie de la Réunion. A stake
has also been acquired in the Soreg
soft drinks plant there. Brasseries
de Bourbon is Réunion's only
brewery. Sales amount to over
125,000 hectolitres a year. Réunion
is an island in the Indian Ocean to
the east of Madagascar (Africa).
Since 1946 the island has been an
overseas department of France.
There are plans for a full-scale
rebuilding of the Heineken N. V.
head office in Amsterdam
(Holland). If everything goes
according to schedule,
rebuilding work will start at the
end of11986.
Amstel Brewery in Hamilton
(Canada) has launched two new
brands: Amstel Light and
Peroni. Amstel Light is a low-
calorie beer which has enjoyed
great marketing successes in the
United States since 1980. The
beer sold in America is imported
from Holland. At the moment
Amstel Brewery in Hamilton
produces Amstel Light for the
local Canadian market in
Ontario Province. Just like
normal Amstel beer, Amstel
Light is marketed in the green 12-
oz. returnable bottle. Peroni
beer is brewed under licence
from the Peroni brewery, Italy's
market leader. This product is
specifically aimed at Ontario's
Italian community. Which is why
the Italian language is used for
Peroni commercials. An active
promotional campaign has been
started for both Amstel Light
and Peroni.
The last few months of1985 were
a busy time for Murphy Brewery
Ireland Ltd. The month of
November saw three important
events. The start of exports of
Murphy Stout to the United
Kingdom, the commissioning of
the new brewhouse in Cork and
the opening of an Irish art
exhibition at the Heineken
Gallery in Amsterdam.
The new
Murphy's Stout label.
Since recently, Murphy's
traditionally brewed Irish Stout
has also been on sale in the
United Kingdom. This move was of
course preceded by extensive market
research. After the research findings
proved positive, preparations for
exports were started up. New
advertising materials were developed
to support the sales. A new label was
designed for Murphy's Stout to give it a
new, revamped image. The stout will
be sold in Britain by an agent, R.H.
M. Victuals, and will be obtainable on
draught and in bottles. The stout is
brewed in Cork and exports will be
shipped from there.
The launch took place at 'Irish House'
in London in the presence of Ireland's
Ambassador in the United Kingdom,
Mr. N. Dorr. The export contract with
our agents was signed at the same time
The photo shows: seated, from left to
right: Mr. Henham (agent), Mr. Van
Soest (Murphy's General Manager),
Mr. Brandt (European Export
Manager Heineken) and, standing,
from left to right: Mr. Bakker and Mr.
Van Heeringen of Heineken's export
and marketing departments
respectively.
Since Heineken took over the
brewery in Ireland some two
years ago there has been a great
deal of activity. A water treatment
plant and a new keg line were installed,