Swiss get the taste for Heineken Birra Dreher employees spend week with head in clouds HIS LITTLE HEINEKEN HOME Whitbread brewers on a three-day visit to Heineken in the Netherlands In Switzerland, decisions are taken after ample consideration, and that takes time. But once such a decision has finally been taken, all agreements are met in full. This has been proved again in recent years when Heineken's Lausanne office has taken an active role in concluding agreements with various Swiss distributors. Own office Heineken beer 3,000 metres above sea level. In the first week of September six employees of our Birra Dreher brewery in Pedavena (Italy) have been getting together for the past few years to devote several days to a special pastime: a hiking tour through the mountains. Eight days amidst the superb natural beauty of the Dolomites provide not only a wealth of new experiences but also renewed friendships which are sure to benefit their everyday work in the brewery. The six of them don't make it easy on themselves. Each day they cover some 30 kilometres up and down the mountains. Because of the differences in altitude the days are energetic and sometimes exhausting.The Dreher employees spend the nights in mountain huts. This year the six of them plan to climb to the summit of the Dolomiti del Brenta (the "Wine Cask Dolomites"). Our photo shows the six employees on mountain path No. 2, the Sella Nivea, in the Dolomites. From left to right the intrepid hikers are:Teresio Bertelle, Federico Perotto, Silvano De Lunardi, Orlando Pontin, Guiseppe Misuzzi and RitoVito D'Alberto. The locals call him the "Heineken Man". And it's not surprising when you see his house. Management trainee M. Bolland came across the Heineken Man on the small Malaysian island of Pangkor and took the above snapshot of his home. Everything inside, outside and around the house is adorned with Heineken bottles. "That man is so keen on Heineken beer that he uses the empty bottles to brighten up his home", says Mr. Bolland.The Heineken enthusiast is a boat- builder by trade, but in his less busy moments he likes to make paintings. And do some home decorating! Director A. Füglistaller, of Brewery Zum Warteck (pictured left) and Heineken's Export Director.Mr. J. van der Zee, sign the contract. Looking on are Mr. P. Meyer (left), marketing director of Zum Warteck, and Mr. K. Brandt, Regional Export Manager of Heineken. For the past few months Heineken beer has been obtainable in the greater part of that mountainous country. The reasons for this success: distribution contracts were concluded in succession with five strong partners who together cover almost the entire Swiss territory. Swiss breweries were (and still are) quite apprehensive about competition from imported beers. A few dozen years ago the local breweries subdivided the Swiss market and made mutual arrangements not to compete in each other's sectors of the drinks market.The advent of foreign beers on the Swiss market also made it necessary for the breweries to take action. But their combined efforts to stem the influx of foreign beers had little effect.Today, in fact, some ten per cent of the four million hectolitres of beer drunk in Switzerland is already accounted for by imported beers. When Heineken became active in Switzerland ten years ago, therefore, we encountered quite a lot of resistance from the Swiss breweries. Heineken was - quite understandably - seen as a major competitor. But the Swiss public did not take much notice of the agreements that had been made between the local breweries and showed great interest in Heineken and other imported beers. It became clearer and clearer to the Swiss breweries that Heineken beer was not a competitor but more a supplement to the range available in Switzerland. "Heineken is a premium beer at a premium price. We don't have gigantic volume targets, but we certainly would like to be available everywhere in Switzerland", explains K. Brandt, Regional Export Manager. the man who reconnoitred the Swiss market for Heineken ten years ago and sought out suitable distributors. The first organisation to show an interest in distributing our beer was Coca Cola distributor Distrom SA, which has the western part of Switzerland as its market area. Over the years Swiss breweries also started to show an interest in Heineken and last year the contract for distribution in the Basle region, an important market for Heineken, was signed by Mr. A. Füglistaller, director of Brewery Zum Warteckand Mr. Jvan der Zee, Heineken's Export Director. What role does Heineken Import SA play in all this? "You could say that Heineken Import serves as a sort of control tower. Heineken Import buys the beer from Heineken-Holland and then sells it to the five distributors. In addition, Heineken Import is responsible for, say, pricing and advertising activities; in other words, for the overall marketing," says Mr. Brandt. An exchange of information was the principal aim of a visit made several months ago by twenty brewers from the U.K. brewery Whitbread Co. to two Heineken breweries in Holland .The group's visit to the breweries formed part of a seminar organised by the Technical Training department of HeinekenTechnical Services. Whitbread brews Heineken lager under licence for the British market. Apart from lectures by Heineken staff and by the U.K. visitors, the programme also included tours of the Zoeterwoude and 's-Hertogenbosch breweries.The British brewers are pictured here in the Heineken brewery in 's-Hertogenbosch. Heineken has its own office in Switzerland, Heineken Import SA, managed by Mr. R. Würster. He was

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Heineken International Magazine | 1987 | | pagina 6