Van Munching distributors
invited by Export
Buckler for Dutch market
now alcohol-free
MULTI BINTANG
Sixty years ago, in 1931, the first brew was produced at the
brewery in Surabaya. One of the events held to mark this jubi
lee of Multi Bintang in Indonesia was a series of seminars on
various aspects of the Multi Bintang business. The brewery or
ganised the seminars in cooperation with other local compa
nies.
HEINEKEN INTERNATIONAL MAGAZINE NO. 33 PAGE 3
As a reward for having achieved a number of sales
targets, a group of distributors and staff of Van
Munching Co. recently paid a visit to Holland. The
group was headed by Mr Leo van Munching.
Exports of Heineken beer and Amstel Light to the
United States are of great importance for Heineken.
Heineken beer continues to be the biggest imported
brand in the U.S., whilst Amstel Light is the leading
imported light brand.
The specially compiled programme for this group
was both instructive and entertaining. Places visited in
cluded the Heineken breweries in Zoeterwoude and
Den Bosch, the Europe Combined Terminals (ECT)
container transhipment centre in Rotterdam, the glass-
making plant in Schiedam and the Heineken Visitor
Centre in Amsterdam.
The appearance of new, improved Buckler in Holland
has also been redesigned. The foil neck seal has been
replaced. The red streamer on the label is temporary.
A new and improved Buckler has
been introduced on the Dutch market.
Considerably improved in taste, the
product is now also alcohol-free.
Buckler is the first alcohol-free beer
that is available on draught in bars in
Holland. Buckler's brewers have suc
ceeded in using the natural brewing
process to produce an alcohol-free
beer of outstanding flavour. During
brewing a special fermentation pro
cess ensures that new Buckler con
tains no alcohol. Previously Buckler
contained half a per cent alcohol.
Because of local legislation such a
product is not allow to be described
as alcohol-free. In view of the gro
wing demand from Dutch consumers
for non alcohol beers it was decided
to make Buckler alcohol-free.
In kegs
Beer on draught is by far the fa
vourite drink in Dutch licensed pre
mises. The technicians therefore con
ducted a lengthy study into the deve
lopment of draught Buckler. In addi
tion to regular cleaning of the instal
lation, it is vitally important that
Buckler in kegs is kept properly cool
ed. A completely new dispensing sys
tem has therefore been developed so
that the kegs, beer lines and connec
tions are kept constantly cooled.
Alcohol-free Buckler was introdu
ced on a big scale, with commercials
on Dutch television and radio, full-
page ads in the daily papers, bill
boards and a consumer campaign.
Multi Bintang's 60 years
celebrated with five seminars
The seminars, which were held in
Jakarta, Medan, Surabaya, Ujung
Pandang and Yogyakarta, were atten
ded by students, teachers and repre
sentatives from industry who were
able to listen to talks by members of
the Multi Bintang management team.
Soedjono Christantyo, financial
director, talked about the planning
process within Multi Bintang.
Commercial director Sedeyana
Pradjasantosa highlighted the ma
nagement development aspect. Roelf
Duursema, Multi Bintang's deputy
president, explained to his audience
in fluent Bahasa Indonesia (the offi
cial language) what resources a com
pany has to possess in order to play a
leading role.
But most attention was focused on
Tanri Abeng, president of Multi
Bintang and a highly respected entre
preneur in Indonesia. He spoke about
professional management.
There was overwhelming interest
for each seminar. An estimated 3,000
people attended the meetings. The
proceeds from the seminars were do
nated by Multi Bintang to the local
authorities to be spent on various
community projects. In Jakarta finan
cial support was given to the project
aimed at keeping the river clean.
The Jakarta seminar was opened by Mr Sudomo, Minister of Military, Political
and Security Affairs. Tanri Abeng (pictured right) presents Mr Sudomo with a
specially framed label as thanks for his contribution to the seminar.
As the banner shows, Tanri Abeng is the main attraction at the seminars. The
Indonesian business world holds his ideas and know-how in high esteem.
The series of seminars generated
quite extensive publicity for Multi
Bintang. Full-page magazine articles
were published about Multi Bintang's
history, the reasons for its success and
its management development activi
ties.
