Buckler debut in difficult market
r
Olympic Games on smaller scale:
South Pacific Brewery, the brewing group in which Heine-
ken participates via Malayan Breweries, has decided to spon
sor the South Pacific Games, a sort of Olympic Games for
the islands in the Pacific. The organising committee can
count on contributions totalling almost 2.5 million kina
(more than 6 million guilders). The SP Games will be held in
the autumn of 1991 in Port Moresby and Lae in Papua New
Guinea, the brewery's home base.
Contract
Duncan, Gilbey Matheson importers for Great Britain:
Like an ink stain, the non alcohol beer Buckler is spreading across the map of Europe.
After the Netherlands, Spain, France, Belgium, Ireland and Switzerland, it's now the turn of
the United Kingdom. Via Duncan, Gilbey Matheson in London, Buckler is being imported
from Holland. The starting shot for the introduction was given at a trade fair held in Manches
ter.
HEINEKEN INTERNATIONAL MAGAZINE NR. 23
PAGE 3
South Pacific Brewery sponsors
4sports event of the century'
The South Pacific Games have
shown steady growth in partici
pants and popularity since their
early beginnings. The Games were
held for the first time in 1963.
From twelve countries 770 sports
contestants gathered together on
the Fiji Islands. Three years later
the Games in New Caledonia
attracted as many as 1,200 athletes
from thirteen countries. In 1969
the Games were held in Port
Moresby and South Pacific Brew
ery was one of the sponsors then as
well. For the 1991 Games more
than 3,000 participants from 21
Designer Miria Miria with the logo he devised for the South Pacific
Games 1991. He put much effort into this design and travelled to Mel
bourne in Australia to perfect the logo's print quality.
countries are expected to turn up
and join battle for the highest hon
ours in twenty types of sports.
The South Pacific Games of
1991 are extremely important for
Papua New Guinea. The country,
currently facing economic prob
lems and political unrest, sees the
Games as the event of the century
and the government is encouraging
the business world to make con
tributions towards the preparations
for the Games. And there's a lot
needs to be done, such as a renova
tion of all sports facilities.
South Pacific Brewery is acting
as main sponsor by making a cash
injection of 1.25 million kina (al
most 3 million guilders) into the
coffers of the organising commit
tee. In addition, almost 1.2 million
kina will be earmarked for adver
tisements and promotions featur
ing the Games. All South Pacific
Brewery's advertising will contain
references to the 1991 Games.
Even the labels on the cases of beer
will be modified to attract con
sumer attention for the sports
event.
This sponsorship contract is the
biggest ever concluded in Papua
New Guinea. No wonder that
South Pacific Brewery is coupling
its name so strongly to this event.
Sport plays an important role in the
lives of the local population and
right from its foundation the brew
ery has always been a warm sup
porter of sport.
The market for what are known
in the English brewing world as
NABLABs (Non Alcohol Beers,
Low Alcohol Beers) is substantial.
It is estimated that at the moment
NABLABs represent one to one-
and-a-half per cent of the total beer
market, or between 600,000 and 1
million hectolitres. Buckler is
being marketed in the UK under
the description Tow alcohol lager'.
British law prescribes that only
beers with less than 0.05% alcohol
are allowed to be described as
alcohol-free.
For Buckler the UK introduction
differs from that in other countries.
In most countries the number of
non alcohol beer brands is fairly
small. In Great Britain Buckler is
one of more than forty(!) brands in
this segment. Every self-respect
ing brewery there markets its own
non alcohol beer brand or imports
one.
During the introductory period
Duncan, Gilbey Matheson will
first focus all its attention on creat
ing a good distribution network.
Only then will the marketing
activities be started, such as adver
tising, trade fairs, presentations
and samplings to stimulate sales.
For the time being Buckler is only
available in Central Region; that's
an area to the north of London.
Representatives of the distributors
will be going out on their rounds
there to get Buckler into the hotels,
restaurants and pubs and on the
shop shelves. Depending on the
results in this 'test region' more
detailed plans will be drawn up.
This Buckler stand was specially
built for trade fairs in the UK. Left
to right: Keith Jenkins, Robert
Henham, Beth Heritage and
Pauline Thomas in the stand at the
fair in Manchester where Buckler
was launched.
Chris Musgrave, general manager of South Pacific Brewery, signs the sponsorship contract, watched by organis
ing committee president Tony Siagru (right) and Desmond Neill, chairman ofSP Holding.
