INTERNATIONAL MAGAZINE Honorary doctorate and silver medal for A.H. Heineken Poor weather without Strobos? Number 2] August 1989 Heinefcen Oceania anniversary Tuas building Progress in pictures s Prc"notion Murphy's Ireland Especially in the coun tries of Southern Europe beer sales are highly de pendent on the weather. In lands like Spain and Italy plenty of sunshine means plenty of beer sales. In May and June people in Spain really grumbled about the weather and about R.V. Strobos, for mer general manager of El Aguila. New concept spreads: "And for the rest I'd prefer to be a little secretive about this, if you don't mind" said Mr. R. van de Vijver of the Board of Directors during the press conference on the annual report, when he was asked whether Heineken would also be produc ing a 'dry beer'. Competitive considerations were Mr. Van de Vijver's motives for keeping a low profile, but from his words it could be deduced that Heineken might perhaps introduce such a beer in future. And that has meanwhile happened. Last month our Spanish operating company El Aguila introduced its 'dry beer' under the name 'Dry 100'. In Holland, too Recently Mr. A.H. Heinek en again received two further honours. The University of Rochester (in the state of New York, United States) awarded him an Honorary Doctorate of Law. This Hon orary Doctorate was conferred on him on 8 July 1989 during a meeting held to mark the awarding of MBA degrees to a group of students. Three weeks before that Mr. Heineken had already been awarded the silver medal of the City of Amster dam for his services to the city. Contents: International personnel magazine. Published six times a year in Dutch, English, Spanish and Italian by: Corporate Public Relations, Heineken N.V., P.O. Box, 28, 1000 AA Amsterdam. Tel. 020-70.22.68. q From the moment when he left Spain to become director of Heineken Nederland. the weather in Spain turned miser able. Some Spaniards suggest that Mr. Strobos must have tak en all the sunshine back with him to Holland, where May and June brought record spells of fine, summery weather. Now it is a matter of waiting to see whether another move by Mr. Strobos will cause further up sets in the European weather pattern. Launch of dry beer One of El Aguila's aims is seek ing a leading position for its vari ous brands: Aguila for the stan dard segment, Adlerbrau for the standard, special segment. Buckler in the low-alcohol segment, and Heineken in the super premium segment. To maintain these lead ing positions the marketing depart ment must always keep a close watch on the market and conduct research. During their analysis of the market El Aguila's marketeers came across one potential market which is currently not yet being developed by any other brewery in Spain: the market for a smooth- drinking, sugar-free 'dry beer'. (All sugars in the beer have been con verted into alcohol.) On the initia tive of El Aguila's marketing de partment Dry 100 was developed within a mere seven months. The Spanish beer market is full of movement. In recent years the beer market has expanded in terms of both production and consump tion. Last year as many as 27 mil lion hectolitres were brewed (in cluding beers for export). Forecasts for the coming years are rosy. Experts anticipate considera ble market growth and estimate that by 1993 there will be an annu al consumption of 100 litres per Dry 100: the new product in Spain and Holland. head of the population aged 15 years and older. But it is not only this strong growth that El Aguila has to re spond to. At the same time there is also a change in the structure of the market. The consumer is showing more and more interest in special beers, such as light, low- alcohol beer, brown ale and dry beer. Shortly after El Aguila put Dry 100 on the market, Heineken Nederland also announced the launch of Dry 100, Mild Beer. In the Netherlands the new beer will be on sale from September on wards. In Holland, too, Heineken is the first brewer to introduce this new type of beer. Administration at the University of Rochester and the Economics Fa culty of Erasmus University Rot terdam. A part-time programme has been developed for the MBA degree (Master of Business Ad ministration) in which people can continue their normal job and study for eighteen months to achieve the prized American MBA Mr. Heineken. Honorary Doctor of Law. Mr. Heineken received the Hon orary Doctorate for his great ser vices to the strong internationalisa- tion of the business and for his personal contribution to creating worldwide familiarity for the busi ness and the Heineken brand. The great interest he has always taken in social and scientific develop ments formed a further reason for this award. The University of Rochester has been operating on the European market since 1986 via a joint ven ture between the William E. Sim on Graduate School of Business Mr. Heineken receives the City of Amsterdam's silver medal from Mayor Ed van Thijn. degree and an equivalent degree from Erasmus University Rotter dam. At the current time 70 people are taking part in the degree course. One group gained its MBA degree on 8 July and Mr. Heinek en received the Honorary Doctor ate on that same occasion. Present at the ceremony were businessman William E. Simon, whose name has been linked to the Business School of the University of Ro chester since 1986. He is a former U.S. Minister of Finance, former president of the American Olym pic Committee and a bestselling author. Others attending included top people from Dutch industry and government. The silver medal of the City of Amsterdam was presented to Mr. Heineken by Burgomaster Van Thijn. Mr. Heineken was honoured for the great efforts he had made for numerous initiatives in the city, for special events such as Amster dam 700, Sail, and the centenary of Amsterdam's Concert Hall.

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Heineken International Magazine | 1989 | | pagina 1