32-hour marathon by Pelforth employees
Strong growth for Heineken
Green Sands in
Plenty of fizz at El Aguila
Mailcoach race 6
Ibecor: important link 7
New canning line in
JOGGING AND CYCLING
To let our employees get to
know the Heineken group.
That was the aim of the
'Association des sports et loisirs' at the
Pelforth brewery in Mons-en-Baroeul
in Northern France.The sports club
succeeded in finding a unique and
sporting way of doing this: its
members would jog and cycle to the
Heineken brewery in Zoeterwoude.
A distance of 360 kilometres! Of the
100 members in the Pelforth
sportsclub, 32 enthusiasts took up the
o'clock (in the morning, of course!)
the convoy set off from Mons-en-
Baroeul heading for Holland.
Some of the club's members got on
their bikes, whilst others covered the
entire 360 kilometres at jogging pace.
The cyclists had the luxury of an
overnight stop, but there was no such
respite for the joggers. To get to
Zoeterwoude on time the runners had
to keep moving almost constantly.
Excellent arrangements had been
made for escorting the sports
enthusiasts. The group was 'coached'
from an official car that is normally
used in the world's biggest cycle race,
the Tour de France.
On Friday 3 October the sportsmen -
still remarkably fit - arrived at 'The
Haystack', the reception building in
Zoeterwoude, at the end of their 32-
hour marathon. After a refreshing
shower, the Pelforth employees were
shown around the brewery. During
the lunch that followed a
commemorative plaque was
presented to Heineken by the Pelforth
employees. Mr. Schanen, director of
the Pelforth brewery, and Mr.
Warocquier, Pelforth's personnel
director, came to Zoeterwoude
especially for the event.
Published four times a year by
the Corporate Public Relations
Department of Heineken N. V.
P.O. Box 28, 1000 AAAmsterdam.
The Pelforth employees at Heineken's Zoeterwoude brewery after their gruelling trip from Northern France.
In our previous issue of
Magazine we told you about a
new beer brand specifically for
the inhabitants of one city:
Steeler Beer for the Canadian
city of HamiltonThis beer is
brewed by Amstel Breweries
Ltd. in Hamilton.
In the meantime lots of things
have happened to Steeler. The
Hamiltonians even went to the
polling booths for it. What's been
Steeler is very popular with
consumers. Not only in
Hamilton, but perhaps also in
Toronto - some 55 kilometres
away. Amstel Breweries Ltdhad
to make a choice. Demand from
the neighbouring city might be
an attractive prospect, but
Steeler had originally been
marketed as a beer especially for
the people of Hamilton.
It was decided to ask the
Hamiltonians what they
thought. "ShouldToronto get
our Steeler Beer?" was the
announcement on big posters
above a voting urn. An
overwhelming number of
inhabitants responded to the
question asked by Amstel
Breweries. The result of the poll
was crystal-clear: Steeler belongs
to Hamilton, and to nobody else.
One day after the result of the
vote, the local newspaper carried
a big advertisement headed
"Sorry,Toronto! Hamilton says
that if you want Steeler, you'll
have to come and get it."
Almost on their last legs. But the French sportsmen proved they were in excellent physical condition.