WINNERS VISIT tant raw materials for the brewing pro cess. To brew one litre of beer a modern brewery needs at least seven litres of water, and the quantity of water on Ber muda is far from enough for that. What's more, it was found that shipping in the other raw materials would have been too costly to permit a profitable brewing operation. Beaches Because of the good climate, the friendliness of the local people and the breathtaking beauty of the island and especially of its beaches, Bermuda has grown to become a popular holiday de stination. And its beauty is unspoilt, for you won't find any rubbish on the sparkling white expanses of sand. Nestling against the beaches on the south side of the island are small nature reserves, some of which stretch down to the coastline, providing fantastic panoramas of the high Atlantic breakers crashing against the rocks. One tip: the only real way to get to know Bermuda is to rent a moped. Nar row pathways inaccessible to cars will then lead you to unexpectea vistas and deserted beaches. Incidentally, tourists are not allowed to hire cars. There are already too many cars on the narrow, winding roads. The tourist has to rent a moped or a scooter, travel round the island by bus or take a taxi. The moped is also the number one means of transport for the local people. In the urban areas parking bays have been made along the roadsides so that the tens of thousands of mopeds and scooters can be neatly parked. The moped's popularity amongst Bermu- dians is not surprising. The narrow roads do not invite motorists to put their foot down hard on the accelerator pedal. A moped will often get you to your desti nation faster and (in the summer) feel ing more refreshed. Bermuda and beer The pleasant climate also has a great impact on beer sales on Bermuda. During the 'winter' months (November to the end of February) the sales figures reveal a sharp decline. That decline is also caused by the temporary decrease in the number of tourists. The sales statistics for December show a slight upward swing because of Christmas beer sales, but the first two months of the year are poor again. Each year, therefore, the importers of Heineken and Amstel look forward eagerly to the 'college weeks' in March. Many Amer ican students then travel to Bermuda for a sunny spring vacation. Each year the arrival of this group of young people signals the start of the new high season for the importers. Despite the island's British past (Bermuda is still a colony and the oldest member of the British Empire), Ber muda has always been a true lager mar ket. The stouts and ales that are popular in Great Britain never went down that well in Bermuda. A glass of beer in sunny Bermuda must above all be re freshing. Which is why lager is prefer red to stout and ale. The beer market in Bermuda can be roughly divided into two categories: American and European beers. The pre sence of American beers is not so un usual in view of the big influx of tourists from that country. And yet the American tourist on Bermuda does not im mediately make a beeline for the U.S. brews. All true beer connoisseurs know the Heineken and Amstel brands from back home. And it is these brands in particular which attract the interest of the American tourist. In addition, the local population shows a distinct preference for the European beers. Not surprising in view of the island's history. And again Heine ken and Amstel are the beers the people most like to drink; each brand with its own public who appreciate its specific flavour. Thirst-quenchingly cool Because of the climate beer in Ber muda is drunk very cold. The thirsty beer-drinker wants to see a refreshing, thirst-quenching glass of beer on the bar. This low serving temperature influ ences the head of foam. The head is at its best if Amstel and Heineken are served at a temperature of 6-8° Celsius. If the beer is stored at a cooler temper ature, the foam collar collapses faster in the glass after serving. Apart from beer, stronger drinks are also popular on the island; especially rum, scotch whisky and vodka are in regular demand. Again the American in flux is the reason for this popularity. The local male population mainly stick to beer. 23 Saving the crown corks from Amstel bottles and then forming the word Amstel from the letters hidden away inside the corks. That was the essence of a consumer campaign organised by Gosling Brothers in cooperation with Heineken last year. The campaign was a great success, partly thanks to the attractive main prize: a visit to the Netherlands, the birthplace of Amstel beer. Lucky couple Joanna and Michael Brashier spent five days in the Netherlands during which they also paid a visit to the brewery in 's-Hertogenbosch where the Amstel beer for Ber muda is brewed.

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World of Heineken | 1989 | | pagina 23