INTERNATIONAL MAGAZINE
Van Gogh Year
rapidly drawing near
Ui-nce-atf
Heineken now
also in Mexico
Special après-ski
with Heineken in Japan
1890-1990
Number 24
February 199q
Contents:
his fingertips 3
Heineken sponsors international cultural event
Slowly but surely, Holland is falling under the spell of Vin
cent van Gogh. Only a few weeks after advance booking sales
had started, fifty thousand admission tickets had been sold
for the double exhibition. A very promising start to this inter
national event, for which Heineken is one of the four main
sponsors.
Village
courses
Cervezas Mundiales, a
subsidiary of the
Cauathemoc/Moctezuma
brewery group, started han
dling the distribution of
Heineken beer in Mexico
several months ago.
The tables are suspended from the ceiling, and so are the
chairs. That's the unusual scene in an establishment called a
'ski-bar' which has been created with the help of Heineken
Japan. The bar, located in the middle of Japan's famous
Hakuba ski-ing area, was opened at the end of December.
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. NcVV TTl
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On 30th March the Van Gogh
Year will be officially opened by
Queen Beatrix of the Netherlands.
She will give the starting signal for
a large scale cultural event which is
of international importance, since
very great interest has also been
aroused in other countries for Vin
cent van Gogh and for the unique
double exhibition of his works
which can be seen from 31st March
until 29th July this year.
Admission to the double exhibi
tion is subject to special rules.
Simply buying a ticket at the door
is not possible. You also have to
specify the day and time when you
want to visit the museum. In this
way the organisers aim to prevent
overcrowding. However, once
inside the museum, there's no need
to keep looking at your watch. You
can wander round the exhibition
for as long as you like.
Besides the double art exhibi
tion, numerous other events are
being organised on the Vincent van
Gogh theme. These will include
TV programmes and ballet per
formances, an opera composed
Heineken main sponsor
Van Gogh event 1990
specially for the occasion, and a
film festival.
It is becoming increasingly
clearer to Heineken personnel and
the public that our company is giv
ing the event its warm support.
This month, for instance, there is a
free poster for all readers of Heine
ken International Magazine (see
pages 4-5). You can also order a
video about Vincent van Gogh's
life and work. This video film, pro
duced as part of the Fascinating
Art series, is available for only 20
guilders. All you have to do is send
an International Money Order to:
Heineken Shop, Van Gogh Video,
P.O. Box 1827, 1000 BV Amster
dam, Holland. The VHS video
tape should reach you by post
about six weeks later.
One initiative that Heineken will
be realising together with the other
main sponsors is the Van Gogh VI-
lage. This village of pavilions is
being built on Amsterdam's
Museum Square and can be visited
throughout the entire period of the
double exhibition, in other words
until 29th July. The village con
tains a French bar with a pavement
café, an a la carte restaurant, a typ
ical Dutch 'brown café' and a cof
fee shop. Other facilities include
an information counter, a child
minding crèche and various shops.
Lastly, Heineken has had a
series of beer mugs produced
based on the Van Gogh painting
'Still-life with beer mugs'. The
replica mugs are available in a lim
ited edition of 2,500. Each mug is
numbered, so that the owner is
guaranteed a unique collector's
item.
drketinp
ouicially opened
Jhe man with beer
in his veins'
After the launch, girls in traditional Dutch costume and some of the
Heineken salesmen for Mexico City toasted the success of Heineken in
Mexico.
Cervezas Mundiales was spe
cially set up by the brewery group
to import and market Heineken
beer. Sale and distribution of
Heineken beer is also being kept
separate from that of the local bre
wery products. All major cities in
Mexico have their own Heineken
sales force and distribution organi
sation. Mexico City was the first to
start the ball rolling. After that,
Heineken beer was introduced into
the country's ten biggest cities
within two weeks.
The Cauathemoc/Moctezuma
brewery group is market leader in
Mexico with such brands as Carta
Blanca, Dos Equis, Tecate and
Bohemia; it has a share of more
than 50% in a market of thirty mil
lion hectolitres.
In designing the bar's interior
chairs from old ski lifts were used.
Just like in a normal ski lift these
chairs are suspended, but here they
hang down from the ceiling. The
tables are shaped like ski sticks.
Anyone wanting to order a Heine
ken beer can do that by buying a
'ski lift pass'. The pass is a sort of
season ticket in which a hole is
punched for each order.
Our export office in Japan was
very much involved in the realisa
tion of the ski-bar. The idea of
using old ski-lift chairs was
thought up by Heineken Japan.
The interior architect who is affili
ated to the office was the bar's
designer. Heineken Japan also con
tributed towards the bar owner's
financial costs.
Willi