6 Heineken coach is a crowd-puller Mailcoach race HEAVYTRANSPORT THE FAR EAST New structure for Sogébra Hard work Two years Twelve mail coaches brought back a thrill of nostalgia to Holland in the autumn of last year. A crowd estimated at over 200,000 people gathered in the Northern part of Holland for a brief glimpse of bygone days as they watched a dozen mail coaches pass by, each drawn by four horses. Mr. Van Peski had a very good view of the event; he was sitting in the Heineken beer coach. "It was an incredible sight. A really unforgettable experience", recalls the employee of Heineken Holland's advertising services department. Not surprisingly, the Heineken beer coach in particular drew many admiring glances.The other eleven coaches were adopted (sponsored) by various firms, whilst our coach (owned by the brewery) had Heineken written all over it. During the journey picture postcards of the brewer's dray were handed out. They were eagerly snapped up by both young and old.The coaches and horses took part in a handicap race from Groningen to Leiden.ITie route of more than 250 kilometres had to be completed in a period of seven days. Each day the drivers had to complete a special assignment. The programme included a time trial, tilting at rings, driving round an obstacle course, a 'concours d'élégance' and 'klünen' (a Frisian word used to describe the clown-like movements of ice-skaters as they walk on their skates over 'dry land' to the next good stretch of ice). The latter part of the contest was the most spectacular. The passengers in the coaches had to roll out carpets across the cattle grids on top of a dyke embankment and then the coach had to be driven across them.The team with the fastest time got the maximum number of bonus points. The Heineken brewery coach, pulled by four Shire horses, finished up third in the overall placings. "It was very hard work for both the drivers and the horses", says Van Peski.To make sure that the horses were not being overworked, they were given a medical check every morning and evening.The other drivers had some doubts about the condition of the Heineken shire horses.They thought that this big English breed was not suitable for working with a mail coach. But reality proved the sceptics wrong. Despite a slight loss of form on The transport and installation of storage tanks is always a spectacular event. This was proved yet again in Singapore where five new tanks were put into position last year to replace the old cellar stores. The tanks have meanwhile been installed at the Anchor brewery and are in use for both fermentation and lager storage. The tanks were made in Malaysia. During production of the tanks Heineken provided technical support. The transport of the tanks met with quite a few obstacles. Atypical feature of Singapore are the footbridges that are built across most of the roads. Since the heavy-lift convoy was too high to pass under the bridges, it was only possible to get the tanks to the brewery by making lengthy detours. In due course these tanks will have to be moved again. Once construction of theTuas brewery is completed, the tanks will be transported there.The Tuas brewery will replace the old breweries ofTiger and Anchor. The Heineken beer coach in Haarlem. The journey often took the procession of coaches through very narrow city streets. the third day, the Shires did their work excellently and proved that they were in first-class physical shape. The mailcoach race was organised as part of the festivities to commemorate the Relief of Leiden in 1574 and the 100th anniversary of 'The 3 October Association' which organises these festivities each year. Preparations for the event had taken almost two years. Heineken had a twofold reason for entering the mailcoach race. Firstly, there are Heineken's links with Leiden, the city next door to Zoeterwoude where Heineken's biggest brewery is located. Secondly, horses occupy a special place in the brewery's heart. In former days Heineken used horses and carts for beer deliveries.To keep this memory alive Heineken has two brewer's drays, the beer coach and the six Heineken shires horses which visit all sorts of equestrian events. Besides, both the Heineken and the Amstel brewer's drays make daily rounds through Amsterdam city centre. The mailcoach race was an excellent opportunity for Heineken to display its beer coach. Perhaps the mailcoach race will be held again some day. The organisers are thinking of holding the event once more in 1991. If it were up to Mr. Van Peski, Heineken would certainly be competing again. "It was a unique experience, and definitely worth repeating." C.J. van der Klugt Mr. C J. van der Klugt, president and chairman of the Board of Directors of N.V. Philips' Gloeilampenfabrieken, was appointed a Supervisory Director of Heineken NV. at the extraordinary general meeting of shareholders held on 26 September 1986. Mr. P.W.J.M. Kamphuisen was appointed General Manager Operations China on 1 st October last year. He had previously held the post of Regional Coordinating Manager Western Hemisphere. In France an overall restructuring of the Sogébra Group has been in full swing for some time now.The situation in France now looks as follows:The holding company Sogébra S.A. has an operating company known as Franchise de Brasserie S.A.This operating company is the result of a merger between Heineken France S.A., Brasserie Pelforth S.A. and Union de Brasseries S.A. The two French sales companies will in future be: Heineken Pelforth SNC and Union de Brasseries SNC. Franchise de Brasserie S.A. also has a subsidiary called France Boissons S.A.This company now comprises all the drinks businesses that form part of the Sogébra Group.

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Heineken International Magazine | 1987 | | pagina 6