Maltsters visit brewers PORTUGAL'S EC MEMBERSHIP BRINGS INCREASED SALES Golden-yellow with a white collar: THE ALFRED HEINEKEN TULIP In the financial year 1986, the Heineken concern's net profit amounted to Dfls. 285.3 million compared with N.fl. 265.4 million in the previous year, being an increase in net profit of 7.5% The consolidated net turnover increased by 4.4% to N.fl. 6,684 million (1985 N.fl. 6,402 million). A significant share of this increase resulted from changes in the extent of the consolidation, which included fully our Spanish subsidiary El Aguila S.A., which had already been consolidated proportionally last year.The rise in the value of the guilder as compared with many foreign currencies negatively affected the translation into guilders of the turnover and profits of foreign Group companies. Since Portugal joined the European Community on 1st January 1986 there have been quite a few changes for Heineken in that country. Previously, Heineken (just like other imported beers) played quite an insignificant role in Portugal. There were two reasons for this. Firstly, an import duty of as much as 120% was imposed, which made Heineken beer far too expensive compared to the local brands. Secondly, the importers of Heineken beer had to apply for a separate licence for each full container they ordered. And there was always a risk that this licence would not be granted. When tourists hear the word Holland, they think not only of Heineken but also of flowers. Particularly popular throughout the world are Dutch tulips (even though the tulip originates in Asia). As Holland's big exports of cut flowers show, Dutch flowers are in great demand, above all by Americans. Profit figures Distributor Refrigor has resprayed four of its vans to deliver Heineken beer in Lisbon, Portugal's capital city. There are also plans to use similar vans in the near future to serve the other two big distribution areas (the Algarve and the city of Oporto) quantity is still growing. Not only because the Portuguese are showing a greater interest in beer, but also because tourism (particularly in the Algarve region on the southern coast) is still on the increase. More foreign visitors (who are familiar with Heineken beer from their home countries) automatically mean that more glasses of Heineken find their way across bar counters. Reason enough for Heineken to face the future with confidence in the Portuguese market. owever, now that the Portuguese national flag flies proudly alongside the European Parliament building in Brussels, the Portuguese market has become a more attractive proposition for Heineken. Import duties and other special taxes on imported beers have been reduced to what are normal proportions by European standards (25%), and this has automatically made Heineken beer a lot cheaper. The system of beer import licences has been abolished. All 52 employees of the Albert Malting Plant in Ruisbroek and Wijnegem (Belgium) paid a one-day visit to the Heineken brewery in 's-Hertogenbosch (Holland) last month.The Belgian personnel were able to see for themselves how "their" malt is used in the brewing process.The visitors were first shown an introductory film about Heineken.Then they were given a guided tour of the brewery. Every day, Albert Makings produces some 3,000 tonnes of malt, mainly for our breweries in Europe and Africa. "We were asked by our personnel whether they could take a look at the brewing process at HeinekenI think it's a good idea, as it gives us maltsters an additional bond with the brewery, and that's very important", says Mr. R. Welmers, general director of the Albert Malting Plant. To respond effectively to the new situation, Heineken looked for a good distributor who could supply the whole of Portugal with Heineken beer. As its distributor Heineken chose the soft drinks manufacturer, Refrigor Lda, in Lisbon. Refrigor not only produces its own soft drinks, but is also the licensee for the bottling of Seven Up. Distribution was started a year ago and since then Heineken sales have been climbing sharply. To stimulate these sales further, commercials were launched on Portuguese television this year. In Portugal beer output last year was some 3.7 million hectolitres and this One of the first Alfred Heineken tidips. Next month the first fifty will probably be in full bloom on the Heineken brewery site in Zoeterwoude. Flowers are also a top tourist attraction in Holland. Each year tourists form long queues at the entrance to the "Keukenhof", a park filled with superb flower displays that is only open several weeks a year. A sight-seeing trip of the bulbfields is also a firm favourite in many a tourist's programme. Dutch growers of all these splendid flowers are always busy cultivating new varieties with ever-different, novel colour shades. Grower B. Reus has developed a very special combination of colours. The bloom is a golden-yellow colour with a white collar at the top.The tulip looks just like .That's right, a glass of beer. Mr. Reus came along to Heineken with his creation and suggested that the flower be named the "Alfred HeinekenTulip". His initiative met with enthusiasm andif the weather is kind to us, the first fifty tulips at the Heineken brewery in Zoeterwoude will be out next month and the first HeinekenTulip will be officially christened by Mr. Heineken in person. At the moment about 800 bulbs of the HeinekenTulip have been produced.The intention is to increase this number to more than fifty thousand by 1993.

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Heineken International Magazine | 1987 | | pagina 3