World Expo '92 under
Spanish sun
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Ridder beer restyled
Heineken to sponsor Dutch pavilion
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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