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,

Jaarverslagen en Personeelsbladen Heineken

Heineken International Magazine | 1986 | | pagina 1