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 Noel O,,,, 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

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Heineken International Magazine | 1990 | | pagina 1