N THE ATLANTIC And how are you today?' 'Have a nice day!' Anyone visiting Ber muda will hear these words many times each day. They're not just the obligatory polite phrases, but genuine expressions of warm interest. Bermudians are sociable people who easily make contacts with strangers. A characteristic that stands them in good stead in the tourist industry where hos pitality is so essential. The island's sixty thousand inhabitants welcome almost six hundred thousand tourists every year. By far the majority of these vis itors carry an American passport, as many as 85%. The Canadians come sec ond in the rankings with 7%, followed by the British (6%) and the rest of Europe (3%). In Bermuda tourism started at the end of the nineteenth century. Locally the belief is that the first cautious steps along this road were taken after the 'Heineken products are available in one hundred and fifty countries throughout the world', we read in the new Heineken brochure. Obvi ously, the countries we first think of are the United States and most of the countries in Europe. But Heineken products are obtainable in a surprisingly wide variety of countries in all corners of the globe. Bermuda is one such coun try. With scarcely sixty thousand inhabitants and with an economy based largely on tourism. But if you thought that the island's beer con sumption w ould depend entirely on the tourists, you'd be on the wrong track. The Bermudian is committed to beer and specifically to the Euro pean beers, like Heineken and Amstel, which together have the majority share of Bermuda's beer market. THE WORLD OF HEINEKEN

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World of Heineken | 1989 | | pagina 21