5 TWO MILLION HECTOLITRES FOR ATHENIAN BREWERY Brewery in Burundi officially opened "I'd have given my right arm to have thought up that Van Gogh advert!" Murphy's expands brewhouse Record production in Greece Sales at Murphy's Brewery in Cork (Ireland) are so favourable that this month saw the start of a substantial expansion in production capacity. Own malting plant Expansion At the end of last year our Greek brewing group, Athenian Brewery, had a real reason to put the flag out. For the first time in its history two million hectolitres had been produced within one year. So there was cause for satisfaction. But that satisfaction had in fact already existed for more than twenty years, for developments have always been on the up and up ever since Amstel started brewing beer together with Greek partners in the early 'sixties. Advertisements are very important for Heineken and a lot of effort is put into their production. This applies both to (television) commercials and to printed advertisements. Each month the U.K. marketing magazine "Focus" publishes a selection of the best recent magazine advertisements. The brewhouse at Murphy's Brewery in Cork. Installation of two new brewing kettles started this month The two existing brewing kettles, which form part of one of Europe's most modern brewhouses, can no longer cope with the sharply rising demand for Murphy's Stout and Heineken lager. So two further brewing kettles will be installed. In addition, the 150-year-old brewery is busy installing new malt silos and storage tanks. For Murphy's this rebuilding is one of an entire series of similar reconstruction jobs in recent years. As General Manger G. van Soest says: "In '"^e space of three years Murphy's Brewery has been totally renovated. We've simply built a new brewery on the site of the old one. It's been a tremendous performance, particularly by HTB - Heineken Technical Services. Certainly when you bear in mind that we have lost only one day's production during all those three years! But I take most pride in the new keg-filling line.That was built in record time. All in all, it took us only eight months from driving the first pile into the ground to the start-up of the machines." The Greeks are acquiring a growing taste for beer. Like in many other Mediterranean countries, the most favoured tipple in Greece used to be wine. Gradually, tastes in alcoholic beverages started to change; beer began to gain in popularity. Today, it's not an unusual sight to see beer being drunk at mealtimes in Greece. But the wine tradition is still not forgotten: during the meal the (Amstel) beer is served in the same way as in one of the old wine-drinking traditions: a large bottle on the table and a separate glass for each person. Amstel beer is currently brewed in three breweries: in Athens, Saloniki and Patras. In Saloniki Heineken is also brewed. Athenian Brewery is one of the few European breweries with its own malting plants.The brewery also has its own test fields which are located in various regions, with differing climatological conditions and soil types, so that it can continue to ensure that it always has the best quality of barley available. We have to go back to the early 1960s to trace the history of Amstel in Greece.Together with a number of Greek partners, Amstel set up a brewery in Athens and sales grew steadily. In 1968 Amstel merged with Heineken and shortly after that Heineken acquired a majority interest in the Athens brewery. Pretty soon it was found that the production capacity would not be sufficient to cope with the growth of the Amstel brandA decision was taken to build a second brewery inThessaloniki. But more was yet to come: Amstel's market share continued to show a Slogan omitted The Van Gogh advertisement should in fact have carried the words "Heineken refreshes the parts other beers cannot reach". But, because these words have become a catchphrase over the past thirteen years, the British advertising agency can sometimes get away with omitting this slogan entirely - as in the Van Gogh advertisement. Just one glance at the advert and the consumer automatically associates it with the slogan. Top U.K. designer Malcolm Gaskin was over the moon about this advertisement. He enthused: "I'd have given my right arm to have thought up that Van Gogh advert!" The prize-winning advertisement which made one of Britain's top designers so enthusiastic that he'd have given his right arm to have thought up the idea himself. In the presence of Mr. H.F.M. Coebergh, member of the Heineken Executive Board, and Mr. Siertsema, general manager of Ibecor, the new Ibecor brewery in Gitega, Burundi, was recently officially opened.The inauguration ceremony was performed by Colonel Jean-Baptiste Bagaza, President of the Republic of Burundi. He was accompanied by his wife and by the ministers of trade and industry and of home affairs. Construction work on the brewery started in the autumn of 1983. Eighteen months later (in April 1985) the brewery had been completed and the first brew was made in that same month. With an annual capacity of 150,(XX) hectolitres, the brewery employs two hundred people. At the brewery, which is called Bragita, Amstel beer is produced. In the summer months Primus beer is also brewed. Burundi is the first African country to brew Amstel. To mark the official opening Mr. Coebergh presented Mrs. Bagaza with a cheque from Heineken for 18 million Burundi francs to set up social activities for the less-privileged in the country, especially in Gitega province. Mrs. Bagaza is a patron of schemes to help handicapped and poor people in Burundi. The Athens brewery hefty increase (it currently amounts to more than 50%).The two breweries were hardly able to keep pace with the demand for Amstel and the end of the strong growth was still not in sight. With the launch of Heineken beer on the Greek market the need for an expansion in production capacity made itself felt even more. Two years ago the Breweries of Greece production unit in Patras was acquired.This brought an instant increase in production capacity of almost one million hectolitres a year. Sales of Heineken beer in Greece have shown strong growth in recent years. When the "Focus" editors had to make their choice of the "best advertisement of 1986", they faced a difficult task because of a lack of quality in the advertisements that had been submitted. But one of the few adverts that really stood out head and shoulders above the grey mediocrity was Heineken's Van Gogh imitation, an advert which, by the way, was only published in a few satirical magazines. The "Focus" editors were so impressed that they voted it the best advertisement of 1986.

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Heineken International Magazine | 1987 | | pagina 5