Amstel on cue
APPO!
Heineken Export now on
sale nation-wide in UK
HEINEKEN INTERNATIONAL MAGAZINE NO. 34
PAGE 4
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STRENGTH
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Heineken Export is doing
well in Great Britain. The
introduction of the stronger
Heineken lager started on a
small scale some eighteen
months ago. The good
acceptance of the new prod
uct made Whitbread decide
on the phased nation-wide
introduction of Heineken
Export on draught in the
pubs and in cans in the
supermarkets.
'Never before seen in the world', claims Tom van der
Heijden of Advertising Services at Heineken Nederland.
He's referring to the Dutch billiards championships for
(amateur) teams, known in brief as the Amstel Billiards
Final. An amazing number of twenty-six billiard tables
filled the Schuilenburg Hall in Amersfoort where the
championship play-offs were held.
The Amstel Billiards Final forms part of a five-year
sponsorship contract that's been concluded by Amstel
Brewery with the Royal Dutch Billiards Association.
Preliminary heats, all sponsored by Amstel, are played in
56 districts. In addition, the Amstel name is linked to ten
sponsored events contested by professional billiard play
ers.
Amstel's other sponsoring activities focus on typically
Dutch sports such as longbow archery and 'klootschie
ten' (a traditional game played using a lead-filled wooden
ball).
The Amstel Billiards Final
in Amersfoort was played
on as many as 26 billiard
tables.
isiTMËNTS
In connection with the depar
ture of Mr R. van de Vijver, Mr
C. Scheltema assumed tempora
ry responsibility within the Board
of Directors for the Production
discipline with effect from 1st
September. The intention is that
the Board vacancy will be defini
tively filled in the first half of
1992.
On 1st November Mr Schelte
ma will be succeeded in his post
as Heineken Technical Services
Director by Mr B.J. van den
Berg, currently still Technical
Director of Guinness Anchor
Berhad in Malaysia. His succes
sor will be Mr W. Kool, Op
erations Manager at Guinness
Anchor Berhad.
M.A.F. Greeve is to become
the Deputy General Manager of
the recently acquired Komaromi
Sörgyar brewery in Hungary.
F.P.H. Bot. now European Ac
count Manager, will succeed Mr
Greeve in his post as General
Manager of Heineken Schweiz in
Switzerland.
FJ.M.Beijerink, until recent
ly Manager International Rela
tions in Corporate Public Rela
tions, has been appointed Global
Sponsorship Manager within
Corporate Marketing Services.
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British trade journalists were told
about the new developments by Mike
Dowell, Whitbread's marketing man
ager for home consumption, during a
press conference held at the Heine
ken reception centre, Zoeterwoude.
the Whitbread Beer Company, is
convinced that, despite the economic
recession in the UK, the market is
ripe for the nation-wide roll-out of a
brand like Heineken Export. 'The
premium lager market has now
reached the point where we can
speak of a core group of consumers
who regularly drink premium lager
beers and other consumers who opt
for these lagers in the weekends and
on special occasions.'
Research conducted by Whitbread
has shown that one-fifth of all lager
drinkers change to another type of
beer during the weekend. From Sun
day to Thursday they drink regular
lagers, but on Fridays and Saturdays
they choose premium lagers.
Whitbread is supporting the na
tional introduction with a poster
campaign, which started at the end of
last month, and with a commercial
which will be broadcast on British
television from November onwards.
In a previous issue of Heineken
International Magazine we reported
that the British beer market has a
structure that differs from that of
many Continental European markets.
The 'lager market', pilsener beers
with a lower specific gravity and
therefore a lower alcohol percentage
than is customary on the Continent,
has formed the most important seg
ment of the beer market for many
years. Heineken has long been repre
sented in of this segment.
But in the past few years the 'pre
mium lager market' has rapidly gain
ed ground. The beers in this segment
(with a specific gravity of 10.48 and
5% alcohol by volume) are clearly
finding favour amongst British con
sumers. Last year the share of the
premium lagers had already climbed
to 13% of the total beer market and
Steve Phillpot, marketing director of
Heineken Export now available
throughout the UK on draught in the
pubs and on supermarket shelves.
