In this issue: Heineken Major Heineken success in rail travel sphere Page Major Heineken success in rail travel sphere 2 Heineken beer back in Morocco 3 Marriage of industry and nature 4 Tin plate sheet into beverage containers 6 New Heineken export crate 9 Teaching the technology of a modem industry 10 Heineken annual report 12 A non-alcoholic champion 14 Inauguration beer mats 14 Heineken is host to the royal horses 15 Guestbook 15 No. 58 International Heineken magazine Appears 4 times a year. Heineken Contact, P.O. Box 2010 1000 CA Amsterdam The Netherlands Editorial committee: Marcel Eijck Freddy de Jonge Ton Kroon Peter de Lange Jan Siep Francis Tjaarda Copy: Ruth Kelly-Lugg A major success in the travel sphere marked the start of the 'eighties for Heineken: in response to insistent public demand, canned Heineken beer was made available as from January 1st by Wagon-Lits, the intenational rail-catering organization, on all inter-city trains in Holland and on international services leaving Amsterdam. This brings the company a new outlet catering for some eight mil lion passengers a year - a substantial travelling public whose demand for beer is second only to its requirement for coffee, top selling commodity on Dutch trains. Heineken executives who negotiated the contract explain that the beer "climate" on trains has changed radically in recent years. In earlier days there were no beer cooling facilities and the beverage was served in plastic coffee cups. "These were not exactly ideal conditions," says one Heineken executive sales man, "and they did not encourage us to make an all-out sales effort in the rail travel area. But there have been a number of changes." One of these is the introduction of the "mini-bar", a small trolley from which Wagon-Lits stewards serve passengers in their seats. In addition, cooling systems are good and beer is served with an attractive "glass" in hard, transparent plastic. These are important aspects for beer drinkers and they have help ed to stimulate the demand for Heineken beer which has led Wagon-Lits to make it available. The Wagon-Lits Train Division Manager comments: "Our train ing for stewards is of course aimed at increasing sales. When ever we emphasize this they reply that we must provide them with the products the passengers are asking for. Heineken is certainly one of the best examples. We are very keen to find out if the introduction of Heineken beer on our trains will indeed mean an increase in our total sales. To be honest - we expect that it will!" "Our stewards - there are more than 180 - were very enthusiastic when Heineken appeared on trains served by Wagon-Lits," the executive adds, j "And our train passengers want quality. Apart from that it's good for our image to sell a well-known brand." The Heineken agreement with Wagon-Lits provides for a Wagons-Lits monogram to be printed on the Heineken beer can. Supplies are distributed through Heineken's supply depots in Holland's larger towns. Permission must be obtained from the editorial committee for the reproduction in part or in full of any material from this magazine. off£*«

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Heineken Contact | 1980 | | pagina 2