World Expo '92 under Spanish sun I Ridder beer restyled Heineken to sponsor Dutch pavilion m At the end of October the award ceremony took place in The Hague of the five major prizes for science and the arts estab lished on the initiative of Mr A.H. Heineken. The prizes are awarded by the Royal Dutch Academy of Sciences. This year was the first occasion when all the prizes were presented at the same time. The last World Exposition was held in the Japanese city of Osaka, 22 years ago. The city of Seville in Southern Spain has been chosen as venue for the next World Expo. Heineken will be one of the main sponsors of the Dutch contribution at that world exhibition. Ridder HEINEKEN INTERNATIONAL MAGAZINE NR. 29 PAGE 2 Five Heineken Prizes awarded 1992 will be a memorable but also a busy year for the Spaniards, as it's not only the year of the World Expo in Seville. Spain's cap ital city Madrid will then be the Cultural Capital of Europe, whilst Barcelona will host the Olympic Games. It looks as if the World Fair in Seville will become an event of un precedented size. Just outside Seville an island has been cleared as a exhibition site, new roads have been constructed and the airport has been thoroughly modernised. The site on which Expo '92 will be held extends over an area of 215 hectares, of which 50 hectares will be covered by buildings. At the moment construction workers are also busy building new roads and expanding the airport. These changes to the infrastructure are needed because the organisers expect that as from 20th April 1992, the day of the official open ing, more than thirty million people will visit the World Exposi The Dr H.P. Heineken Prize for Biochemistry and Biophysics went this time to Prof. Philip Leder. He received the prize (amounting to 250,000 guilders) for his pioneer ing work in the field of immunol ogy and cancer research. The Dr H.P. Heineken Prize was instituted by the Heineken Foundation, which was set up by A.H. Heineken and is named after his father who was a chemistry graduate 'My father was an erudite, but modest man. As chairman of the business he wasn't able to do much with his education. When he be came director the first thing he did was study for his secondary certifi cate in accountancy. I thought it would be pleasant to surprise him by naming a scientific prize in his honour', explained Mr Heineken in a recent newspaper interview. The Alfred Heineken Funds Foundation has been set up to award prizes in recognition of out standing achievements in the fields of art, medicine, the environment and history. Just like the Dr H.P. Heineken Prize, the Amsterdam Prizes listed below were also pre sented by His Royal Highness Prince Claus. The Amsterdam Prize for Medi cine (also worth 250,000 guilders) was presented this year to Prof. J.J. van Rood. The retired British pro fessor James E. Lovelock was pre sented with the Amsterdam Prize for the Environment (250,000 guilders). The Amsterdam Prize for Historical Science went to US Prof. Peter Gay. The American received the 100,000-guilder prize for his An impression of the meeting in the Ridderzaal ('Hall of Knights') in The Hague. In foreground: HRH Prince Claus who presented the prizes. entire work. The Dutchwoman Marrie Bot was awarded the Amsterdam Art Prize (50,000 guilders) for her entire oeuvre. Mr Heineken is closely involved in the work of the five juries - being a member of all of them - but he has no voting right. He sees himself more as a contact person between the juries which work indepen dently of each other. Mr Heineken describes his presence at jury meet ings in the following words: 'After such a meeting I always leave a happy man. My credo is that you should go to bed each night a little wiser than when you got up. I try to get to know a little bit about many subjects and, if at all possi ble, much more than just a little bit.' sector during the exposition. In the Dutch pavilion many as pects of Dutch society will be high lighted. The emphasis will be on the reputation that Holland has gained world-wide as a nation that has tamed the water. The Dutch pavilion is five storeys high and is equipped with a special cooling system. The 'outer walls' of the pavilion consist of plastic sheets down which water flows. The water evaporates and thus provides the required cooling for the interior of the building. This process is called 'desert cooling'. Effective cooling of the building is essential, as the temperature in Seville can climb to 40 degrees Cel sius during the summer months. Talks Heineken is the world's biggest exporter of beer, but will be acting as one of the main sponsors of the Dutch contribution because it is proud of the company's Dutch origins. As to the way in which Heineken will present itself in the pavilion, talks are currently still under way. Heineken's small Ridder Brew ery in the south of the Netherlands has restyled its product range. Rid der beer has been given new labels designed to reflect the beer's spe ciality nature. Both in taste and character Rid der beer belongs in the speciality beers sector. Its image is now being brought into line with that. Ridder beer has been brewed since 1857 on a site above the brewery's own well which supplies clear water - filtered In any event Heineken has ac quired the exclusive right to handle the drinks catering. Incidentally, Heineken has al ways retained good memories of the 1885 World Exposition which was held in Paris. It was during that exhibition that the quality and taste of Heineken beer was re warded with the gold medal: the Diplome d'Honneur. through marl limestone layers - from the nearby Ardennes. In recent years Ridder beer has expanded from a locally strong brand to become a beer with na tional distribution. Ridder beer is obtainable only in liquor stores and in selected licensed outlets. tion. The World Expo is having a gi gantic impact on day to day life in and around Seville. It is estimated that over the 1986 to 1992 period the exhibition will generate two hundred thousand jobs in the Seville region. A model of the Dutch pavilion for the World Expo in Seville in 1992. Water More than one hundred architec turally unusual pavilions will form meeting places for trade, industry, art and culture. Each country will exhibit its best, most beautiful and most modern achievements in each

Jaarverslagen en Personeelsbladen Heineken

Heineken International Magazine | 1990 | | pagina 2