Burrows Lightbourn Charles Gosling, marketing manager of Gosl ing Brothers, in front of the big warehouse on Dundonaid Street. GOSLING BROTHERS LIMITED WAREHOUSE Each week several small container- loads of bottled and canned Heineken arrive in the port of Hamilton. They have to be small, 20-foot containers, for the big ones are not suitable for travers ing the narrow, winding roads. The em ployees of the Burrows Lightbourn warehouse keep a close watch on the maintenance of the first-in first-out sys tem, which Heineken prefers to use. The employees even make sure that this sys tem is continued in the supermarkets. The delivery men are obliged to put the cases of Heineken on the shop shelves themselves, as the supermarkets have a shortage of storage space. They put the new batch of Heineken beer at the back of the shelf, so that the older stock is sold first. This ensures that the cus tomer does not buy an old and qualita tively less good bottle or can of Heine ken. That limited storage capacity in the supermarkets also has consequences for the sales representatives of Burrows Lightbourn. The firm has four reps. Each representative has his own spe ciality. One concentrates solely on supplies to bars, another handles the smaller hotels and small supermarkets. The third representative is busy every day with The Market Place Group, the biggest supermarket chain on the is land. 'He sometimes has to visit each branch three times a week because the shortage of storage space means that they want to receive their beer and spirits in small quantities', says Bill Davis, who is the wine representative. Every customer who places an order with Burrows Lightbourn can count on it being handled carefully and correctly. The order (made by telephone or noted down by a sales rep) is typed into the computer together with the customer's number. The computer automatically prints out an invoice, complete with the special deals and discounts applicable Richard Hartley, managing director of Bur rows Lightbourn, with the overflowing bags of Heineken crown corks collected during a special campaign for bartenders. The cam paign was an overwhelming success. to that customer. The invoice is sent to the delivery department where the order is put together and loaded on the truck. Burrows Lightbourn guarantees its customers: phone us in the morning, and we'll deliver in the afternoon. Be sides, the trucks also go out on Satur days. Proof of this is provided when Bill Davis pays a visit to the Elbow Beach Hotel. The hotel faces the risk that it may run out of Heineken beer and would like to have fifty cases of bottled Heineken delivered that same after noon. A 'phone call from Bill to the Bur rows Lightbourn warehouse is all that is needed. The customer can expect the delivery about 4 p.m. Richard Hartley, managing director of Burrows Light bourn, underlines the importance of such service to the customer: 'Nothing is too much trouble for the customers.' Advertising and sponsoring Burrows Lightbourn uses various types of media to sell Heineken beer. With advertising both in the printed media and on radio and television. For the television spots Burrows Light bourn targets its Heineken activities as much as possible at the time between 7 p.m. and 10 p.m. when the local TV sta tion ZBM broadcasts for a few hours and airs the popular local news show as well as some of the high-audience- rating soap operas and CBS News. As far as sports sponsorship is con- charge twenty dollars. If those commer cials are aired during the popular news broadcasts, the price goes up to twenty dollars for thirty seconds. We chose the medium of radio because the supermar kets on the island very often use the radio broadcasts as in-store back ground music. Which means we also reach the consumers whilst they are ac tually doing their shopping', explains Charles Gosling. Those supermarkets are important for Gosling Brothers, for a large proportion of their Amstel and Amstel Light turnover is sold via the retail trade, though it should also be said that Amstel Light is an excellent seller over the bar. Particularly in hotels and restaurants there is a high demand for this low-calorie, low-alcohol beer. Gosling Brothers are also sponsors of sporting events. Golf and rugby are the - locally popular - sports which are regularly sponsored by Amstel. Via Mal colm Gosling Sr. (formerly President of Gosling Brothers, meanwhile in semi- retirement from the day-to-day handl ing of the company's affairs and also president of the Bermuda Golf Associa tion after being one of Bermuda's lead ing amateur golf players for many years) contacts were established last year with golf clubs (of which Bermuda has many) and the Amstel Golf League was set up. The end of the season is marked by the Ballantines Amstel Bel mont Golf Tournament. This tourna ment, open to both amateur and profes sional golfers, has built up a good repu tation on the island. During the winter months Gosling Brothers actively spon sor the Amstel Rugby League. The Amstel Player of the Week and the Amstel Player of the Year are also cho sen. Charles Gosling has this to say about the sponsoring of rugby: 'We were really lucky with this offer. For a favour able price we've been able to create tre mendous publicity for Amstel. It fitted the brand perfectly.' THE WORLD OF HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1989 | | pagina 25