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.
