INTERNATIONAL MAGAZINE^
Auctioned for charity
Number 26
June 19 90
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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:
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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