AMSTEL LIGHTNOWALSO
IN HOLLAND
"Nothings happened
in all those years"
Amstel reception for
Cameroun volleyball team
AMSTEL
En d mgL
HEINEKEN INTERNATIONAL MAGAZINE NR. 13
PAGE 5
This month sees the market launch of Amstel Light
in the Netherlands. This new type of Amstel beer
contains less alcohol (3%) and 40% fewer calories than
regular beer. Just like Amstel 1870, Amstel Bock Beer
and Amstel Gold, Amstel Light is on sale in six-pack
cartons. Four of these six-packs are contained in one
display crate.
Amstel Light has been on the market in the United
States for six years, and with growing success.
Heineken also identified a trend towards greater
health-consciousness in the Netherlands. Consumers
are keeping a closer watch on what they eat and drink;
they are being more careful about their calorie and
alcohol intake. Consumer research clearly showed
that there is a demand in the beer market for such a
'light' beer. Consumers feel that such a beer should
contain not only fewer calories but also less alcohol.
The launch of Amstel Light will again be tackled ona
large scale. An amount of three million guilders has
been set aside for the advertising campaign (TV
commercials, billboards, advertisements in maga
zines and daily newspapers and in-store publicity
materials).
Jose Velasco, head of security in Madrid:
Jose Garcia Velasco (45) is head of the security department of El
Aguila in Madrid. His 'patch' is formed by the head office and the
adjacent depot, the building which houses the engineering depart
ment and the former brewery. "Nothing's happened in all those
years", reports Mr. Velasco proudly. A statement which reflects the
fact that prevention is the vital element in his work.
In Spain security is taken
seriously. At the entrance to the
Madrid head office a security guard
from an external firm stands on
watch all day. Recording the names
of the visitors to El Aguila and
noting down the times of their
arrival and departure. Mr. Velasco's
ten staff also register the daily
arrival and departure times of
employees and visitors. They are
also there to ensure law and order.
During the night the guards
make four rounds through the
buildings. One patrol through the
head office takes about an hour.
Aren't those rounds very boring?
"Not really. There are a lot of
people who enjoy working at night
when things are quiet", says Mr.
Velasco, who occasionally also
works nights as a stand-in. His
normal working hours are from
2 p.m. until 9.30 p.m.
Mr. Velasco ends his day's work
by making his rounds through the
head office. Checking whether the
lights are out, office equipment has
been switched off and the doors
locked. Then he hands over to his
colleagues who keep a watchful eye
during the night.
Attacks
There has been unrest for a time
in Spain, particularly in the Basque
Provinces and in Madrid. Bomb
attacks by the Basque separatist
movement ETA also meant that
businesses had to introduce extra
security precautions. For El Aguila
the risk of attacks brought tighter
security, particularly for the brew
eries. El Aguila's property and
premises are safe and sound in the
hands of Mr. Velasco and his col
leagues. They are driven by
motives of conscientiousness and a
sense of duty. Motives that are
essential for their kind of work.
After the volleyball match had ended between the national teams of the
NetherlandsandCamerounas part ofthepre-Olympic volleyball tournament in
Amsterdam, a meeting was organised for the players and some invited guests.
The match was won by the Dutch team which, incidentally, went on to beat
China in the final, gaining a direct qualification for the Summer Olympics in
South Korea.
The Cameroun team players, together with their trainer and the Cameroun
Ambassador were given a reception in the VIP room of the sports complex. As a
memento oftheir visit theguests were presented with an Amstel beer mug made
of red Delftware by Regional Marketing Manager J.E.M. Bruning.
The reception underlined the strong links between Amstel and Cameroun.
Amstel beer is brewed under licence in that country by International Brasserie
and is very successful as a premium beer brand.
29f' 3,5% VOL.At-C
Amstel Light, a great success in America, will soon be on sale in Holland as well.
Jose Garcia Velasco, head of the security department in Madrid.
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