INTERNATIONAL MAGAZINE First copy of HTB brochure for Mr. Heineken 4 5 6 7 8 MURPHY'S OPTIMISTIC ABOUT CHANCES IN UNTIED KINGDOM Vrumona processes mineral water from its own source British and Scots appreciate Murphy's Stout European integration central theme at General Managers Meeting June 1988 Number 14 Contents: EtreweiTto J-van der Werf New structure for sales £f~a.Mluphy's 3 Bralima ready for the year 2000 Jim Forde: Murphy's ambassador' in Dublin Difficult spirits market in Holland Heineken Brewery in Amsterdam closed Growing soft drinks exports What is Heineken Technisch Beheer and what sort of work does it do? These and many other questions are answered in a new, English-language brochure about HTB (Heineken Technical Services). The first copy was recently presented to Mr. Heineken by Mr. C. Scheltema, General Manager of HTB. The brochure is primarily intended for HTB's international customers. Those are mainly the breweries which are owned by Heineken or in which Heineken has a shareholding. In 24 pages a clear and concise picture is given of the comprehen sive range of services provided by HTB. Heineken International Magazine. Published four times a year by the Corporate Public Relations Department of Heineken N. V.P.O. Box 28,1000 AA Amsterdam. Tel. 020-70.22.68. Mr. Heineken receives the first copy of the HTB brochure from Mr. Scheltema. "I expect that this year we'll sell almost as much Murphy's Stout in the United Kingdom as in Ireland". This concise statement by Michael Foley, Commercial Manager of Murphy's Brewery, dates from al most three months ago. Mean while, expectations are pitched even higher; it is estimated that in the coming year sales in the United Kingdom will be significantly higher than in Ireland. Expectations are so good specifi cally in view of the fact that since the product's introduction in the U.K., Murphy's Stout has in fact never been advertised. "Murphy's Stout has grown big there because of word of mouth recommenda tions by the consumer. Murphy's is seen by him as a small, exclusive stout brand, which is why it is so much in demand", says Mr. Foley. At present Murphy's Stout is sold in some 2,000 pubs. Areas where Murphy's Stout sells best are the north east of England, the West Midlands, the Liverpool area, Lon don and Scotland. Thanks to the establishment of Murphy's U.K. Limited under the chairmanship of Bob Kennefick and the close co operation with Whitbread (number three in the British breweries league table) the number of pubs with taps serving Murphy's Stout will increase considerably in the year ahead. Mr. Foley: "Whitbread has 7,000 tied public houses in Great Britain. So that offers us tre mendous opportunities for Mur phy's Stout". There is also a possi bility of having the stout distributed by other breweries via the Whit bread organisation. Many breweries have already shown an interest. On 1, 2 and 3 May this year the General Managers of the European operating companies met again for their annual discussions. This year's host country was the Netherlands. Maastricht, the home of Brouwerij De Ridder, was chosen as the venue. In Maastricht the General Managers debated such topics as the integration of Europe in 1992 and the con sequences it will have for our company. The meeting was also attended by Mr. R. van de Vijver, who has been the Board member officially responsible for Europe with effect from 1 May 1988. Our photo shows the participants who, besides discus sing serious themes, also took time out for a visit to Maastricht's romantic brewery. In 738 A.D. it rained on the range of hills around Utrecht. Nothing unusual, you might think. But the opposite is true: the water that fell from those fresh, clear skies some 1250 years ago has been in use since the end of April by Heineken's Vrumona soft drinks business for its Sourcy brand of mineral water. Test drill ings at Vrumona's site in Bunnik had pinpointed a gigantic under ground water reservoir some 135 metres down, an aquifer contain ing mineral water of excellent quality. The water has the natural protection of two impenetrable clay layers to keep out any pollu tants. Each year some 200 million li tres of mineral water can be pumped up from the source. At the moment about 15 million li tres of Sourcy are produced every year, which still leaves Vrumona sufficient scope for expanding the Sourcy brand. What are Vrumona's reasons for changing over from Belgian spring water to mineral water which is, literally, pumped up from its own backyard? Because the Sourcy brand is developing so strongly that the supply in the Belgian Ardennes would in future have been insufficient to keep up with the growing de mand. Besides, the Vrumona management is convinced that future consumer preference will be for mineral water rather than spring water. Since all European laws proh ibit the transport of mineral water until it has been bottled and since investigations had shown that Vrumona can pump up its own natural mineral water with an ideal composition, the choice was clear. Vrumona decided to apply to the Dutch Ministry of Welfare, Public Health and Cul ture for official recognition of the mineral water source. That offi cial recognition has meanwhile been granted. The mineral water is used for all products sold under the Sourcy brand name.

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Heineken International Magazine | 1988 | | pagina 1