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