THE WORLD
OF HEINEKEN
The many and varied activities
of the Heineken Group on film
n
The content and style of the recently completed new company
film had been under consideration for some time past. The
reason was that the old film, "This is Heineken", dated back as
far as the beginning of the sixties. Since then, the organisa
tion's activities have expanded so widely that a new informa
tion film became an urgent requirement. In particular it was
needed for showing to Heineken's steady stream of visitors in
jsf Holland and abroad, who comprise both sight-seers and
I visiting businessmen; some 100,000 are received every year in
the Netherlands alone.
Preliminary discussions were held in 1974 and, after a general
outline had been agreed, a research tour was planned. This
was essential to enable the producer to become familiar with
the film locations and to talk to the people who would help the
camera team when shooting began.
Ovér the years Heineken has expanded from a brewery com
pany to an international organisation engaged in manufacture
of many types of beverage, with Heineken beer its principal
and best known product. For this reason the film deals with
almost everything concerning beer and that vital expertise
the technique of brewing.
Attention is also given to the consumers and to the many types
of trade and transport methods which keep them supplied with
the product.
The organisation's diverse activities and the history of
Heineken are outlined by Mr. A. H. Heineken, Chairman of the
Board of Managing Directors, making a personal appearance
before the camera.
Time and time again the film team were able to judge the
importance of beer in every country in the world. They also
observed, in many breweries they visited, the great care with
which it is produced. The overseas tour took in Jakarta (Indo
nesia), Singapore (Malaysia), Lagos (Nigeria), Kingston (Ja
maica), New York and London.
In Holland, the new brewery at Zoeterwoude, where everything
sparkles and shines, offered some splendid shots. Mixing
these with shots of the brewhouse at Bois-le-Duc has brought
to the screen a visual symphony of copper and modern
stainless steel.
But it is not only today's developments that fascinate the
viewer. There is, after all, much in the brewery trade that was
proved by testing long ago and has been in use ever since
Heineken A-yeast, for example, which has been propagated in
pure culture since 1886 and of which other Heineken
breweries regularly receive fresh shipments.
The majestic Heineken march with which the film begins,
played of course by the Heineken Brass Band of Bois-Le-Duc,
was written by the Dutch composer Langestraat.
Almost in the manner of a kaleidoscope, successive
sequences show production halls in Holland and abroad, Hei
neken experts offering help and advice at breweries in all parts
of the world, company special occasions and happy drinking
scenes.
In just 20 minutes the film offers audiences a wide variety of
information enabling-them to form, without conscious effort, a
lasting impression of "The World of Heineken".
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