INTERNATIONAL MAGAZINE5=55=^
Heineken Jazz Festival drew
20,000 visitors
7
8
Number 22
October 1989
intents:
New campaign
Nemeken U.K.
van Amstel
Frangaise de Brasserie, our French operating company,
organised a top class jazz festival for the first time this sum
mer. It had selected a unique location for the seven-day event:
in the Jardin de Tuileries, the prettiest part of Paris, close to
the Louvre.
Colin Anderson, a representative with Amstel Brewery
Canada, visited Heineken in the Netherlands last month. His
trip to Holland was a reward for his selling performances over
the past year. His sales figures were so good that the manage
ment of Amstel Brewery Canada decided to honour him with
the title of Representative of the Year.
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. ^^^HshrriciU h-
great find makes
As many as 20,000 enthusiasts
enjoyed performances by the big
names in various styles of jazz.
The Paris Heineken Jazz Festival
therefore joins the ranks of the
other leading festivals like those in
Antibes and Montreux.
The first evening of the festival
was reserved for the business rela-
t*'-
ac
tions and customers of Fran£aise
de Brasserie. A thousand invited
guests were treated to a perform
ance by Chick Corea. The next day
it was the turn of Michael Franks,
making his first appearance in
Paris for five years. Other big
names on the bill at the Heineken
Jazz Festival were Cab Calloway,
Lionel Hampton, Stanley Clarke,
George Duke, Toots Thielemans,
Joao Bosco, Joao Gilberto and,
lastly, Michel Camilo, the pianist
and composer who had organised a
big jazz festival for Heineken in the
Dominican Republic.
Lionel Hamptonone of the great names ofjazz-
The big stage
Tuileries.
in the Jardin de
Toots Thielemans
relaxes with a glass
of Heineken beer.
Michael Franks, performing on
French soil again for the first time
in five years.
Representative of the Year
visits Heineken
Colin Anderson started his
career at Amstel Brewery Canada
in June 1985 as a representative,
with Toronto city centre as his sales
patch. It's an area teeming with
hotels, restaurants and bars.
Anderson was not only able to sell
a lot of Amstel beer in his area but
he also succeeded in keeping the
selling costs (including those for
promotions) within budget.
"Naturally, volume is important
in selling, but good distribution of
your product is at least equally as
important. Ninety per cent of all
beer consumption takes place in
the home and only ten per cent on
licensed premises. And yet we
believe it's essential to be well rep
resented in the hotels and bars
trade, for we've found that what
people drink in a bar is often the
beer they'll drink at home as well",
says Colin.
On the strength of his achieve
ments in the past few years Colin
was recently appointed Key
Account Supervisor, which gives
him responsibility for all the major
restaurant and hotel chains and for
duty free customers such as airline
companies and Toronto Interna
tional Airport.
As thanks for his efforts in recent
years Colin Anderson is presented
with an inscribed miniature brew
ing kettle by Eveline Spanjer, sec
retary of Heineken's co-ordinating
director for the Western Hemis
phere.
