Heineken
sponsors Sulky
racing at Milan Fair
Heineken
served in famous
'Galleria'
Heineken was main sponsor of the Sulky
racing Grand Prix at this year's Milan
Fair. Winners were the American team
comprising the country's best professional
Sulky drivers.
Pictured here receiving the Heineken
trophy from Mr. P. van Dongen Torman,
Marketing Manager-Italyis American
champion Mr. O Brian.
lence. Abounding with vitality and pace,
the film shows Heineken being consumed
in all parts ot the country, so emphasizing
wide distribution in Italy.
Pedavena
Pedavena in the Italian Alps is the oldest
brewery of the Dreher Group. A new yeast
cellar is the latest development in a pro
gramme of improvements which has been
continuous over recent years. These in
clude an automatic malt receiving station,
a water treatment plant and a total reorga
nization of the routing and distribution
within the brewery itself.
The brewery both produces a substantial
volume of Dreher and shares the com
pany's Heineken production with Massa-
fra. It is responsible for 40% of total out
put. Brewing of the brands involves two
entirely separate processes and two dif
ferent types of yeast.
The rugged dignity of Mont Avena,
towering 1400 metres up behind the brew
ery, and the unspoiled grandeur of the sur
rounding hills, give the Pedavena plant a
pastoral air. This is accentuated by trim
lawns, a park and grounds carefully
tended by a staff of four gardeners, and by
a small zoo which is a living memorial to
Eduard Luciani, animal lover and spare
time naturalist as well as businessman.
Another unusual feature is Pedavena's
own meteorological station in the brewery
grounds, recording all aspects of local
weather - temperature, hours of sunshine,
amount of rainfall and degree of atmos
pheric humidity. It forms part of Italy's
National 'met' network and also performs
a valuable local service by regularly pro
viding weather information for broadcast
ing from the nearby radio station.
Massafra production
Near the naval base of Taranto, about
1000 km away to the south, lies the
Massafra brewery, a relatively new
factory whose first buildings were erected
in 1963. Today it is the biggest single pro
ducer in the Dreher group. It differs sharp
ly from Pedavena in locale and setting but is
no less attractive or picturesque. For while
the Pedavena background is wild and
mountainous, Massafra is an area of olives
and oranges, centre of a rich wine pro
ducing region, its roadsides ablaze for
mile after mile with red and white
oleander blooms.
To the north-east lies the town of Massafra,
built on a long gentle slope andresembling
a North African town. This impression
proves to be accurate, for Massafra has in
fact developed from an Arab settlement of
the 16th century. It has never lost its
character.
In the brewhouse, which averages six
brews a day, a huge mural mosaic depicts
the history of beer. All canned beer for the
Italian market, both Heineken and Dreher,
is brewed here. In addition the brewery,
like Pedavena, has a small keg-filling
plant and two bottling lines devoted to re
turnable and "one-way" bottles.
Throughout four months of the year
Massafra works to capacity for seven days
of the week, its 250 employees supple
mented by temporary labour engaged for
the summer; during the remaining eight
months it reverts to the normal 5-day
week. New facilities have been added in
parallel with the industrial development of
Southern Italy. They include the canning
line, commissioned two years ago and
producing 30,000 cans of beerevery hour,
and 14 new 1500-hl tanks in the fermen
tation cellars, installed in 1973 to supple
ment 24 1000-hl tanks of an older type.
Sardinian demand
The Sardinia plant, which lies in the north
of the Mediterranean's largest island at
A new café has quickly become an 'in'
venue in Milan's famous Galleria Vittorio
Emanuele, which connects Piazza delta
Scala with the cathedral. Named 7/
Salotto it offers a comfortable and re
laxing nineteenth century atmosphere -
complete with mirrors, armchairs,
couches and'gas lanterns - where Mr.
Mario Alloni and his partners serve a
variety of snacks accompanied by frothing
glasses of Heineken draught beer.
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