Nineteen big companies
to stimulate packaging
recycling
Cautious start
for Dynamalt
Plata new commercial
director at Birra Dreher
New label for Primus
Nineteen big international companies in Europe, including
Heineken, plan to combine their efforts and set up a Europe-
wide recycling programme for packaging materials. The
intention is that the new umbrella organisation will maintain
close contacts with local authorities, national governments
and the EC authorities.
For years the laboratory at
Murphy's Brewery has been
housed in one of the older
buildings. While the location
of the laboratory was quite
central for most of the brew
ery's operations the actual
facilities themselves were
antiquated and did not allow
for optimum organisation of
work. The increased work
load which accompanied the
growth in production made
life difficult for the labora
tory staff in recent years.
Mr. Emanuele Plata is the
new commercial director of
Birra Dreher. Based in his
Milan office since May this
year, he succeeds Mr. Preve-
dini who has meanwhile left
the business.
HEINEKEN INTERNATIONAL MAGAZINE NR23 PAGE 1
At this moment it is certain that
the following companies will be
participating in the combined
association: Artois Piedboeuf
Interbrew, BSN, Cadbury Schwep-
pes, CBM Packaging, The Coca-
Cola Company, Continental Can
Europe, Eastman Chemicals,
Heineken, Lever, Nestlé, Otto
Wolff, Pechiney, Pepsi-Cola Inter
national, Poliesa, Procter Gam
ble, Sollac, Solvay, SpaMonopole
and Tetra Pak. Other companies
have shown an interest in joining
the umbrella association and the
number of participating businesses
is expected to increase further in
the near future.
One of the primary objectives of
the combined association is to test
out systems for collection of house
hold waste, the ultimate aim being
the recycling and re-use of raw
materials. One of the projects com
prises the collection of separated
domestic waste in special contain
ers located on the roadside. This
project will be carried out in sev
eral locations in Europe which still
have to be chosen.
The association will have its
offices in Brussels. It does not
have a name yet. The decision on
the name will be the first job for its
board members, who will be
appointed shortly.
Over the past months the new
product Dynamalt has been
introduced in a number of export
markets. The malt brew, which
contains no alcohol, is being
exported to the island of La Réun-
ion and to several countries in the
Caribbean.
Though the introduction of
Dynamalt is on a very modest
scale, the total market for malt
beverages is quite sizeable. World
wide annual consumption of
Malta-type brews runs as high as
three million hectolitres, of which
the two countries Nigeria and West
Germany account for as much as 1
million hectolitres each. "Malta"
malt beverages are a nourishing
drink consumed by adults and chil
dren alike.
New laboratory at Murphy's
As part of the overall brewery
upgrade it was decided to incorpo
rate a brand new laboratory. It is
situated directly above the Bright
Beer Filter in a large, well lit area
where working conditions are a lot
more pleasant.
In July this year, work began on
relocating to the new premises.
The new laboratory incorporates
personal facilities, a general labo
ratory area as well as separate work
sections - all on one floor. Before
the end of the year the new labora
tory will be fully operational in its
new environment.
Pictured here are some of the staff
in their new accommodation: Joan
O'Sullivan, Margaret Giblin, John
Moynihan, Paul Duggan, Tim
Broderick, Miriam O'Brien and
Theresa Kiely.
Mr. Plata can draw on 15 years
of commercial and marketing
experience with Unilever. He left
that mammoth concern but con
tinued to work in the foods sector
as marketing and commercial man
ager of a firm selling canned
tunafish and meat products. That
was followed by a spell as commer
cial director with a big publishing
company in Italy.
Since last May Mr. Plata has
strengthened the management
ranks at Birra Dreher. The main
challenge he sees for the coming
year is restoring the Italian beer
market and boosting Birra Dreher's
presence in that market.
"We've got excellent products in
our range. Next year we need to
build up a strong, healthy position
for each product in its own seg
ment. And that will call for a team
effort."
Primus, the beer brand brewed
by Bralima in Zaïre, has been
given a totally new image. For the
first time in the brand's sixty-year
history the bottle now carries
a colourful label.
Previously the Primus logo had
been burnt into the glass of the bot
tle. The new label was designed
with the help of Heineken's corpo
rate brands design department.
Not long ago the new-look bottle
was launched in Zaïre. Three short
commercials which can be aired
either separately or as a trio were
produced to add impact to the
introduction.
