joins Heineken Group
Widening their horizon
A brewery plant in Hamilton (Ontario),
Canada, was acquired by Amstel Brewery
International, a subsidiary of the
Heineken Group. It has a yearly capacity
of some 150,000 hectolitres and employs
around 70 people. The new company
recently introduced a new brand,
"Hamilton Mountain", for the local
Hamilton market and launched Amstel
Beer on the Ontario market. Heineken
beer will not be brewed in Hamilton, but
will continue to be exported from Holland
to Canada. This new acquisition will
operate under the name Amstel Brewery
The transaction was concluded by signing
the definite contract. Pictured from left to
right at the signing ceremony are Mr. Y.
van der Krieke, special assignments of our
Group, Mr. R. van de Vijver, Heineken
Executive Board member, Mr. M.A.
Eustace and Mr. F.E. Mc Connell,
representing Henninger the former owner,
and Mr. H.A. Buchbinder, general
manager of Amstel Brewery Canada Ltd.
thought sufficient to discuss their
impressions. But that was a mistake as a
very animated exchange of ideas took
place which lasted until lunch. The
journalists who had selected the
participants were also present and the
articles giving an account of the Dutch stay
have meanwhile been published.
Undoubtedly, the experience was useful
to all concerned. After all, what nicer way
is there to widen your horizon than going
abroad and learning something more
about your trade from other people? And
at the same time being able to offer them
your own expert advice in return?
The participants that took part in the
Heineken Exchange Visit to Amsterdam.
Three representatives of the United
Kingdom beer trade spent a brief but
fruitful busman's holiday in Holland to
find out how their Dutch counterparts
solved their problems. The three - an off-
licence dealer, a supermarket manager
and a cash carry wholesaler - were
chosen by English trade paper journalists,
who took great care to select persons who
would profit most from the experience.
Upon landing at Amsterdam Airport they
were met by their respective Heineken
hosts. Naturally, when the U.K. visitors
were taken to meet their Dutch colleagues
the next day, they saw many things that
were new to them; but they were
obviously also able to pass on some tips to
their Dutch counterparts about improving
their way of working.
The following morning an hour was