6
Dispensing equipment
for "Voyager" supplied
by Heineken
Maltsters on the ball
APPOINTMENTS
Export manager military sales, R. Marijnen, works
within the Duty Free Department of Heineken Export.
His responsibilities include the sale of Heineken beer to
(almost) all military bases of the U.S. Army.This excludes
the bases in the United States itself. All in all, Heineken
beer is offered for sale to some 600,000American military
personnel and, in view of the sales volume, they certainly
appreciate that Heineken taste.
Selling
Copper Kettle
Heineken beer on military
bases throughout the world
During and particularly after
World War II the Americans
established a large number
of military bases all over the world in a
brief space of time. Most bases are
located in Europe and the Far East.
All these military personnel are sent
beer from their "own" brewers back
home.
Heineken, which has been exporting
beer to the United States with growing
success since the mid-thirties, saw a
big market opportunity in the military
sector and soon found out that the
American Army appreciated
Heineken beer. In the meantime
British and Canadian bases have also
become Heineken customers.The
bases in West Germany, where 250,000
troops are stationed, form the most
important market. But the Pacific
region, with countries such as Japan,
the Philippines and Korea, is also an
important sales area for Heineken.
How is Heineken beer actually sold to
the military? "We use the services of a
business which specialises in sales to
the American army. The business is
called Milbrands and the Milbrands
representatives tour military bases
throughout the world offering an
extremely wide-ranging package of
products. From aspirins to baby's
nappies and from nose drops to
vacuum cleaners. Heineken beer
forms part of that package", says
Mr. Marijnen.
"The Milbrands representatives know
exactly how you have to sell in that
market. On Heineken's behalf they
not only maintain contacts with the
buying departments at the bases, but
they also visit the shops on the bases to
make sure that Heineken beer is
always in stock.They also develop
promotions, together with the
storekeeper, so as to maintain brand
awareness. And, on occasion, they
even make a speech praising the
quality of Heineken beer during party
evenings and provide surprise gifts
likeT-shirts and sun visors printed with
the Heineken logo.Those are very
popular with the Americans."
Heineken Nederland B. V. recently supplied beer dispensing equipment for the
"Voyager"a bus filled with the very latest communications facilities for use in all
sorts of events. VIP guests and the news media can make use of the almost
unlimited services available in this bus. Apart from a dish aerial mounted on the
roof (to transmit and receive satellite signals), the bus has fifteen telephone lines,
two semi-professional TVcameras, a telecopier for transmitting documents such
as press photos, plus audio and video systems and a computer which provides
access to external databases. And, of course, the "Voyager" also has a well-
stocked bar. Not only the dispensing equipment but also the beer cooling system
and the glassware were provided by Heineken-Holland.
B. Stewart and B. Mancini are two of
those Milbrands representatives who
do such great work for Heineken.
Over the past year they've really
excelled themselves. Which is why
Heineken decided to turn the
spotlight on them and thank them for
their dedication by presenting them
with the Copper Kettle Award. Apart
from the miniature copper brewing
kettle, they also received a scroll
describing their exceptional
achievements for Heineken.
Bruce Stewart, who covers the bases
in Southern Germany, made special
efforts last year to promote sales of the
50-cl Heineken can, and with great
success. Bob Mancini achieved
further growth in the market in Italy.
From left to right: R. Marijnen, export manager military sales, B. Mancini and B.
Stewart of Milbrands, and Heineken's Export Director, Mr. J. van der Zee, during
the presentation of the Copper Kettle Award.
Mr. M.O. de Savornin Lohman
was recently appointed Area
Marketing Manager Africa. His
former post was that of
Marketing Manager for Ibecor in
Brussels. Mr. De Savornin
Lohman will be succeeded in
Brussels by Mr. P. Hottois.
Mr. B.D.J, van Rompu has been
appointed Regional Co
ordinating Manager for Canada
and the Caribbean. Mr. Van
Rompu was the Commercial
Manager for the Caribbean. His
successor will be Mr. W.B.J, van
der Breggen, who will be based
in Curasao
The new Regional Export
Manager for Africa and Duty
Free is Mr. E.G. Morham. Until
a short while ago he held the post
of Marketing Manager with the
Amstel Brewery in Canada.
In October 1983, following the
renovation of the Albert Malting
Plant in Ruisbroek (Belgium),
new staff had to be taken on. Since the
malting plant has no social club for
employees, some way had to be found
to let the staff get to know each other
outside of working hours. The answer
was to set up a new soccer teamA
name was soon found for the new
team: F.C. Heineken.The eleven
players are certainly doing the
Heineken colours proud, as F.C.
Heineken has already won twelve of
its fifteen matches.The team plays
against local firms, amateur clubs and
also teams of policemen, firemen and
local council employees.
'JfuJkiitcb,
Steniirt
