GREAT
CUSTOMERS
cerned, Burrows Lightbourn is actively
involved with tennis. Last year Heine-
ken was the major sponsor of a big open
tennis tournament on Bermuda.
Burrows Lightbourn also targets
campaigns at the bars trade. Last year
all barkeepers received a letter from the
Heineken importer advising them to
keep all their Heineken crown corks
and save them in a special Heineken
cup. The bartender with a full Heineken
cup would receive a ticket for the Heine
ken lottery. The prizes were certainly
worth winning. The winner of the first
prize could go on a trip for two people
to London and the second prize was a
trip for two to New York. Other prizes
included Heineken jackets, watches,
pens and T-shirts. The lottery was held
at a big Heineken party in November.
The promotion was such a great success
(four big plastic bin liners full of Heine
ken crown corks) that Burrows Light
bourn is considering repeating it next
summer.
Hartley.
Much success was achieved by Bur
rows Lightbourn with a consumer
promotional campaign it held last year.
Especially for the buyers of Heineken
beer in the A licence stores (supermar
kets and grocery stores with a special
alcohol sales licence) a campaign was
organised in which buyers of a Heine
ken six-pack were given the chance to
buy a Heineken sports bag or an insu
lated picnic box for a ridiculously low
price. 'That was a great success. After
wards it turned out that we'd not bought
in enough bags or cool boxes. The de
mand was enormous and the campaign
has definitely had a positive impact on
our results. Last year, for the first time
ever, there were fewer tourists on the
island than expected and that affected
the beer market. But, thanks to the cam
paign, we were still able to maintain
our sales volume', explains Richard
MARRIOTT HOTEL -
The Marriott Hotel and Resort in the
eastern part of the island is a superb
place to stay. The gigantic complex was
bought in 1984 by Marriott, a worldwide
chain of two hundred hotels. The build
ing, which was already in use as a hotel,
was refurbished at a cost of seventy mil
lion dollars and reopened in 1986.
Marriott is one of the better hotel
customers of Gosling Brothers. The vis
itors profile is classed by Marriott's
Oscar Rodriguez, responsible for buy
ing in all drinks and food, as the highest
income visitors who are well travelled
individuals. Amstel has a good brand
recognition among these visitors. Espe
cially the Amstel Light, which the Amer
icans know so well from their country',
says Mr. Rodriguez. That brand recogni
tion also applies to Heineken beer.
A tour round the public rooms of the
hotel makes it clear what Oscar Rod
riguez means by the 'highest income vis
itors'. The Marriott is designed with ex
ceptional tastefulness and luxury and
its rooms are spacious. One of them is
even big enough to hold a dinner and
dance for 450 guests. And yet the biggest
turnover of Amstel beer is achieved in
the hotel's smallest establishment, the
Castle Harbour Golf Grill and Bar which
can hold about 40 visitors. It seems that
after completing their rounds many gol
fers like to drink a thirst-quenching
glass of beer. Their thirst is so big that
fifty per cent of all the Amstel beer sold
in the Marriott goes down their throats.
ROBIN HOOD
Somewhat off the beaten track for
most tourists is the Robin Hood pub and
restaurant. Open since 1972, it was well-
known as a restaurant for many years.
For the past few years the Robin Hood
has been in the capable hands of John
Scupham and there have been great
changes. He transformed the business
into a successful pub-restaurant, with
the emphasis on pub. The hungry cus
tomer can have a good, inexpensive
THE WORLD OF HEINEKEN