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£*«
