8
New distribution system to give
extra impulse
Heineken and Pelforth
push the pedals
BEER: HOW TO MAKE A MEAL OF IT
Purchasing Coordination
Meeting
Ten years Heineken Switzerland
Welsh rarebit
Filled pancakes
Trout in beer
Using beer in cooking a meal? In some European coun
tries it's quite common, in others it may perhaps seem ra
ther an odd custom. But there's no denying it: the addi
tion of beer gives the meal a completely different taste.
Do you have any tasty beer recipes of your own? If so,
please send them in to the editor of Heineken Internatio
nal Magazine. You can find the address to write to on the
front cover. If we receive enough mouth-watering reci
pes we'll publish your new tips in a later issue. Below, just
to whet your appetite, is a small selection from the do
zens of recipes that no doubt exist.
Taking a breather in wooded countryside during the combined cycling tour.
On 27 November 1987 it was
exactly ten years since the
foundation of Heineken
Switzerland.To make sure that this
anniversary did not go by unnoticed, a
meeting was organised with the
distributors of Heineken beer in
Switzerland.The distributors were
given a detailed talk about how
Heineken operates internationally
and what marketing activities are used
in Switzerland to stimulate sales.
Those activities have already led to
good results.The sales office, based in
Lausanne, has in fact experienced
nothing but successes right from the
initial phase. In the first few years the
number of hectolitres of Heineken
beer sold in this mountainous country
was modest, but it was still possible to
report yet another increase in sales
each year.
In the meantime Heineken beer has
gained a firm foothold within Swiss
Ingredients; four slices white bread
crust removed, 150 grams mature
Gouda cheese,
1 '12 tbs. flour,
1 dl lager beer,
>h a teaspoon of mustard, a pinch of
cayenne pepper powder, the yolk of one
egg and 20 grams butter.
Lightly toast the slices of bread and
place them next to each other in a
shallow ovenproof dish which has
been greased with some butter. Mix
together the cheese, flour, beer,
mustard and cayenne pepper in a pan
Place the pan on a moderate heat,
stirring the mixture all the time.
Continue stirring until the cheese has
melted.Then beat the egg-yolk
together with some of the cheese
beer culture. Mr.K. Brandt, Regional
Export Manager Europe, describes
this growth: "The initial period is
always slightly sluggish for a new
product. And yet the turnover grew
each year by 30 to 50 per cent. At the
present moment the total beer market
is showing no growth. Imported beers
are still doing reasonably well, with an
increase of 3%The sales increase for
Heineken beer is a multiple of that.
So, Heineken is by far the fastest-
growing imported brand."
Particularly in the French-speaking
part of Switzerland Heineken beer is
strongly represented. Heineken beer
is sold in half of all the hotels,
restaurants and bars there.
To serve the market even better, a
more efficient distribution system
came into operation on 1 January this
year. Formerly, separate distribution
channels were used for the catering
trade and for the home consumption
mixture and the remainder of the
butter. Stir this into the cheese
mixture. Pour the sauce over the
toasted slices of bread and then place
the dish under a very hot grill until the
top turns a golden-brown. Serve the
Welsh rarebit piping hot.
Ingredients: 2 eggs, 10 grams flour, 50
grams buckwheat flour, 2 dl lager beer,
salt, 50 grams butter.
Also: 200 grams raw minced veal, 10
grams fresh mushrooms, 1 small
shallot or a piece of onion (very finely
chopped), pinches of thyme and
oregano (marjoram), half a
teaspoonful of tomato puree and 30
grams butter.
Start making the filling by chopping
market. The Coca Cola distributors,
already active on Heineken's behalf in
the catering trade, have now also
included addresses for the home
consumption market in their delivery
route schedules.
The arrival in Lausanne of Mr.M.
Greeve as National Account and
Marketing Manager indicates that
Heineken beer's present position and
its future in Switzerland are being
taken seriously. In Lausanne Mr.
Greeve is responsible for the
marketing activity and the brands
policy.
the washed mushrooms into very
small pieces. Heat the butter in a
frying pan and crumble the minced
veal into it. Turning the meat all the
time, fry it until it has lost its original
colour and is in the form of loose
crumbs. Add the chopped shallot and
the mushrooms and continue frying,
still stirring all the time. After five
minutes, sprinkle on the herbs and
add the tomato puree. Add 1 dl boiling
water, turn down the heat and leave to
simmer gently for 20 minutes. Whisk
the eggs separately with half of the
beer. Add the flour and buckwheat
flour and make a batter, then stir in the
rest of the beer. If the batter is slightly
too thick, add a drop of water. Lastly,
add a little salt to the batter.Then melt
a knob of butter into the frying pan
and fry six small pancakes. Finish off
by spreading the meat ragout over the
pancakes and then folding the
pancakes double.
Fill a pan with two cupfuls lager beer,
two cupfuls white wine, one cupful
water, half a cup of vinegar, salt,
lemon peel, two slices of horseradish
and a sprig of thyme, then bring to the
boilPlace the (four) trout carefully in
the sauce and allow to simmer at the
lowest heat for ten minutes. Then
serve the trout on a preheated dish.
Garnish with parsley and slices of
lemon.
Enjoy your meal!
Over a year ago a number of
members of the Pelforth
Brewery's sports club in
Mons-en-Baroeul (Northern France)
came up with their plan to jog and
cycle all the way to Holland to pay a
visit to Zoeterwoude. Inspired by that
initiative, the members of the
Heineken cycle touring club
'Alweerweg' in 's-Hertogenbosch
(Holland) decided to pay a return visit
of two days to their colleagues in
France.
Early in the morning of Saturday 12
September 1987 the eighteen sports
lovers set off on their bikes for Mons-
en-Baroeul. Their French hosts had
mapped out a race circuit covering 73
kilometres around the city of Lille.
The route also took in a small section
from the classic Paris-Roubaix cycle
race as well as a hill climb over the
Mons en Pevele - a hill that the Dutch
riders very soon renamed "Alpe
d'Huez" after the gruelling mountain
stage in theTour de France. Blue
skies, a slight breeze and pleasant
temperatures provided superb
conditions for cycling.
That evening the amateur riders from
Pelforth and the Heineken brewery in
's-Hertogenbosch enjoyed a social
get-together in the French brewery's
reception area. As the party
progressed, it was found that national
frontiers and working for two
different operating companies need
not stand in the way of sincere and
warm friendships. Both clubs were
brought together by the hobby they
had in common.
At 9 amon Sunday 13 September the
Dutch visitors mounted their bikes
again for the trip back home. Aselect
group from Pelforth escorted them as
far as the Dutch-Belgian border.
On 27 and 28 October 1987 the first purchasing coordination meeting was
held for the Asia/Australia/Oceania region, organised by Corporate
Technical Technological Affairs, Regional Coordination and HTB.
This type of meeting is regularly conducted within the European regionGlobal
developments in the raw material, auxiliary material and packaging material
world have made it necessary to introduce this coordination meeting in the Far
East as well.
The meeting was a marked success thanks to well prepared contributions by both
HTB's purchase department and the purchase departments of the participating
companies: MBI, MBL(S), MBL(M), SPB and GBNC.
Photo (from left to right)
Seated: Foo Chee Fui (Malaysia), Peter Yip (Papoa New Guinea), Asri Munaf
(Indonesia), B.A. Mense (HTB).
Standing: Lee Kee Hock (Malaysia), NgiamTee Lim (Singapore), J. Cremer
(Singapore), Koh PohTiong(Singapore), J.H. v. Mameren (Malaysia),Th.A. de
Man, (Corporate, Regional Coordination), J.M. Blijham (Singapore), K.W.
Forster (New Caledonia)A.MVrieling (Papua New Guinea)PhBDankloff
(HTB), B.J.v.d.Berg (Indonesia), Lawrence Lim (Singapore).
