INTERNATIONAL MAGAZINE^ Auctioned for charity Number 26 June 19 90 °adykKSponse o Heineken chooses JVVi Europe A wf Zlur2ss 5 New clinic m Kinshasa heineken beer ow ln Brazil "J Expansion at Eatras Q Trump cards World's biggest collection of beer brands: In Singapore two major events took place recently. The new Tiger brewery in Tuas officially commissioned and new prem ises to accommodate Heineken's export office in Singapore were found. On the new brewery further coverage will follow in the next issue. For now we focus on the new offices of Heineken Far East, which were officially inaugurated by drs G. van Schaik. New name Contents: paSe 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 A Heineken Oceania gets new home and change of name office. The name change to Heineken Far East is one of the ways in which Janssen aims to give the business a higher profile in the region. Eleven years ago when Heineken Oceania was set up, Heineken's present Export Director, L.F.M. van der Minne, was the first gener al manager of the Singapore office. In those first years some 85,000 hectolitres of beer were sold an nually. In the meantime sales have quadrupled to 350,000 hectolitres a year. So, though the decision to estab lish the office in Singapore was taken more than a decade ago, it's still proving a very successful move. Singapore has a number of strong trump cards: excellent port facilities, a stable political climate and an efficient infrastructure. Plus another outstanding benefit: that the markets in the fast growing Far East economies can better be served from an office in Singapore than from Holland. For 25,000 Australian dollars the world's biggest collection of beer brands changed hands at a charity auction earlier this year. Thanks to much effort by Heineken Australia and others, the previous world record in the Guinness Book of Records was smashed. The collection numbered as many as 2,160 beer brands from one hundred different countries. The buyer of the collection also received two first class tickets for a flight to Europe to look round several breweries. The collection was part of a whole series of valuable products and holiday trips that were auctioned off to the highest bidder. In total the auction, combined with a charity golf tournament, raised the princely sum of 575,000 Australian dollars for good causes. Mr Van Schaik performed the official opening by unveiling a wall map which gives an especially clear picture of the countries supplied by Heineken Far East. At the opening ceremony Sjors Janssen, general manager of the Singapore office, highlighted the strong growth that the office is cur rently experiencing: 'That growth is partly due to the opening of the borders of the Communist coun- Mr. Van Schaik unveils the wall map, which gives a clear picture of the countries, supplied by Heineken Far East. The Heineken Far East team, toget her with Mr. Van Schaik and Mr. Van der Minne. tries in Indo-China. But the pace of economic growth in this region is another important factor.' Mr Jan ssen was able to report with pride that one week before the official opening the sales of Heineken for the preceding 12-month period had reached one hundred million cans. 'To keep pace with growth like this we've had to take on extra person nel and largely automate our ac counting system', said Mr Janssen. At the same time as it moved to the new premises, the office also changed its name. From now on Heineken Oceania will be known as Heineken Far East Pte Ltd. The export office supplies beer to 26 countries throughout that vast re gion. Only Japan and Australia are not supplied from Singapore be cause Heineken has its own sales organisation in those countries. Many customers apparently do not realise how wide an area is served by the Heineken Singapore WORLD'S LARGEST COLLECTION CHAKÏÏYGOF TOTIENAMENT AUCTION SYDNEY- mo

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Heineken International Magazine | 1990 | | pagina 1