5 Warehouse and beer shop opened in Canada APPOINTMENTS Heinetenhtettieheig^ Beer dispensing lesson on video Mr. Heineken looks on as IJf Blokker demonstrates the art of dispensing a perfect pilsener. The first of the six-packs on sale in the beer shop is presented by Amstel Brewery director, Mr. M.H. Rijkens, to Hamilton's Mayor Mr. Morrow. Looking on: Ambassador Breman. There has been yet another expansion at the Amstel Brewery in Hamilton Canada. Recently a new warehouse plus office accommodation and beer shop was opened. The official inauguration ceremony, attended by 250 guests, was performed by Mr. B. Morrow, Mayor of Hamilton, and the Netherlands Ambassador in Canada, Mr. JF. E. BremanThe Amstel Brewery's capacity has increased fourfold since 1983. Part of this expansion was due to the launch of the new brands Peroni and Amstel Light (see 'In Brief elsewhere in this issue). much; over-warm or over-cold beer; glass not clean - all the factors that can affect the quality of a glass of draught lager beer. Heineken-Holland will be using the video-tape at information meetings for people in the catering trades. For the professional dispensers it will serve as a reminder, for the beginners it will be instructive. The videotape can also be used as a teaching aid in catering education. writing all the things that can go wrong and how the person operating the dispenser can avoid or solve problems. From this brochure we have taken the following "description of a perfect pilsener": What you see; finefirm head of foam the beer is clear. What you smell: so fresh you want to bite straight into it. What you taste: right temperature, pleasing tingle on the tongue. J. van der Zee J.H. Drosi On 1st January 1986 Mr. J. van der Zee was appointed Exports Director for Heineken N.V. Until that date Mr. Van der Zee had been Director of the Gedistilleerd en Wijngroep Nederland B.V. (Spirits Wine Group). Mr. Van der Zee succeeded Mr. J.H. Drost, who transferred on 1st January to Sogebra S. A. Mr. Y.H.M.N. Folmer, formerly head of the Hotels, Restaurants and Catering Division in the Netherlands, has been appointed Director of Heineken's Spirits Wine Group - Holland. Mr. P.C. Schop has been appointed Personnel Director of Heineken-Holland. His previous post was that of commercial director. He has been succeeded in that post by Mr. R.A.B. Combée, formerly head of Home Beer Sales for Heineken-Holland. Mr. A.J. Kruidenier has been appointed managing director of Bralima S. A.R.L. in Zaïre. Mr. C. Sdieltema has succeeded Mr. Kruidenier as Head of Heineken Technical Services (HTB). Mr. Scheltema's previous post was that of plant manager of the Heineken brewery in 's-Hertogenbosch (Holland). Mr. P. Hamers, formerly Regional Technical Manager, has become the new plant manager of that brewery. Mr. G.J. Vuyk has been appointed Regional"Marketing Manager Europe. Last year four young Dutch mountaineers set out on an expedition to the Hindu Kush range in Pakistan. Their aim was to climb to the top ofTirich West IV, a peak some 7,500 metres high. To get accustomed to the rarefied atmosphere at such great heights they first tackled several mountains in a lower category. These included Ghul-last-Zom, which is a mere 6,450 metres high. The ascent was made in Alpine style via the still- unconquered North East face. It took the foursome one and a half days to reach the top. They spent the night in an eye-shaped cavity in a wall of ice. Ascending the steep precipices and wading through the vast expanses of frozen snow fields made the utmost demands on the stamina of the four climbers, especially in the daytime when the sun burnt down mercilessly. When they planted the Heineken flag on the peak of Ghul-last-Zom, the mountaineers undoubtedly felt pangs of thirst, for Pakistan is virtually "dry" and a cool, clear alcoholic brew must have seemed worlds away. In the end, violent mountain storms and wretched weather conditions prevented the four climbers from actually reaching the top ofTirich West IV. "On the whole Dutch hotels, restaurants and bars dispense an excellent glass of beer. But it's sometimes happened to me that I was served a beer that didn't deserve that 'cool blonde' description. These were the words of Mr. Heineken at the presentation of the video film "Tappen met IJf' (Beer dispensing with IJf). The IJf in question is IJf Blokker, well-known in Holland not least because of his knowledge and love of beer. This film which was commissioned by Heineken-Holland, tells everything you need to know about the care of pump-dispensed beer. In the film IJf Blokker illustrates all the things that can go wrong when dispensing a Pilsener beer. Too little pressureor too To accompany the video, brochure has been produced. This is entitled "Goed getapt" (Well dispensed). It shows in Well dispensed [AMSTEL

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Heineken International Magazine | 1986 | | pagina 5