Building work in pictures
Buckler to sponsor
cycling team of
Jan Raas
Heineken beer in Iceland
Tuas brewery nears completion
The high-tech brewery of Malayan Breweries on the Tuas industrial estate outside Singa
pore is nearing completion. Expectations are that trial brewing will start at the end of this
month.
The Tuas brewery will serve to replace the Anchor and Tiger breweries in the centre of Sin
gapore. Some of the equipment from the Tiger brewery has already been installed in the new
brewery. The Anchor brewery will be dismantled about one year from now.
These photos of the brewery were taken at the end of May. The outside of the building was
receiving the finishing touches, whilst the dusty equipment inside still awaited a thorough
clean-up.
The cycling team of former world champion Jan Raas will
be sponsored from 1st January 1990 by Buckler, Heinek-
en's low alcohol beer. The professional racing cyclists will
display the Buckler name prominently on their jerseys for a
period of three years, which will boost brand awareness.
Contrary to previous re
ports, Heineken beer is ob
tainable on the Icelandic
market after all. As from 1st
March 1989 the import of
'regular strength' pilsener
lagers (with 5% alcohol) for
sale on the domestic market
in Iceland has been permitted
by the government there.
ATVR, the government
watchdog over imports and
sales of alcoholic beverages,
chose three beer brands from
those of eighteen breweries
which had originally applied
for an import licence. Hei
neken was not amongst those
chosen.
HEINEKEN INTERNATIONAL MAGAZINE NO. 21
PAGE 3
The Buckler contract is subject
to the condition that Jan Raas re
mains team leader during those
three years. Buckler will also
have a say in which cycling
events the team enters.
Heineken is no stranger to the
world of cycle racing. Holland's
only international classic event
for professional cyclists, the Am-
stel Gold Race, has been organ
ised each year since 1956. In ad
dition, Amstel sponsored an
amateur cycling team for a peri
od of 23 years.
After the decision to admit 5%-
alcohol beers, an Icelandic daily
newspaper held a survey amongst
its readers in 1988 to find out what
the consumer preferred. The sur
vey revealed a clear preference for
Heineken beer. It therefore caused
some surprise when Heineken beer
was later not on the shortlist of
permitted import beers.
Intensive contact between Hei-
neken's export department, our
Icelandic agent Rolf Johansen
Company and ATVR resulted in
the first delivery of Heineken beer
in cans in June. ATVR gave way
in the end to the forceful argument
of consumer preference.
Incidentally, Iceland's beer mar
ket is of a very modest size. In
1987 the 250,000 inhabitants con
sumed 40,000 hectolitres. At the
moment it is still impossible to say
how much beer consumption will
grow through the influence of the
foreign beer brands.
The first shipment of Heineken beer arrives in Iceland. Far right: Rolf
Johansenowner of the agency of the same name, and next to him,
Eimar Jonatansson, shop manager ATVR. Far left: Fred Teodorsson,
commercial director of RJC.
