Thirty ye
Canaria
28
Mr. AH. Heineken (centre) pictured together with Messrs. A de la Tbrre Senior and Junior. Mr.
De la Torre Sr. has been Heineken's agent in Gran Canaria province for thirty years.
ery in 's-Hertogenbosch where all
Heineken beer for the Canary Islands
is brewed.
Tourism
Heineken beer has enjoyed strong
growth on the Canary Islands in recent
years. Although the increased tourism
is a boost to sales, there is also growing
appreciation amongst the local popula
tion for Heineken beer. This is evi
denced by the strong presence of Heine
ken beer in the hotels, restaurants and
bars as well as in shops and supermar
kets in the less touristy capital Las Pal-
Mr. A. de la Tbrre Sr. has spent
three decades working as agent
for bottled and canned Heine
ken beer in Gran Canaria Province on
the Canary Islands. To commemorate
this milestone, Mr. De la Tbrre and his
son plus 27 Heineken importers from
the Canary Islands were invited to pay
a visit to Heineken in Holland. The
group was welcomed by Mr. A.H. Heine
ken who showed his appreciation for
Mr. De la Torre's work by presenting
him with a suitably engraved gold
watch. All the importers were also per
sonally introduced to Mr. Heineken.
The visit was not only used to cele
brate the jubilee but also to optimise
cooperation between the individual im
porters. The visit also provided a good
opportunity to strengthen the bonds be
tween the brewery and the Heineken
importers. The group's programme in
cluded a tour round the Heineken brew
At the end of last
year the Heineken
Tavern was opened
in LasPalmas. This
Heineken pub was
designed and
constructed by
Heineken's Civil
Engineering Bureau.
In view of the mild
climate on the
Canary Islands a big
pavement cafe area
is of crucial
importance for a
catering
establishment.
mas and in the smaller villages outside
the main tourist centres.
However, tourism still remains a sig
nificant growth sector for Heineken.
Apart from the islands of Gran Canaria
and Tenerife, which have been popular
with holidaymakers for many years,
other islands in the archipelago are also
starting to attract tourist attention.
From a tourist point of view the two
islands of Lanzarote and Fuerteventura
are still 'virgin territory', but that will
not last much longer. The islands still
offer miles and miles of beaches along
which hotels and apartments will be
built in the years ahead. And that ac
commodation will go hand in hand with
entertainment and nightlife establish
ments in the form of discotheques, bars
and restaurants. Opportunities galore
for Heineken!
Heineken Tavern
In December last year a Heineken
pub was opened in Las Palmas under
the name 'Heineken Tavern'. The tavern
was designed by Heineken's Civil En
gineering Bureau and built in the space
of three weeks under the supervision
of Mr. W van Ingen, a consultant with
the Bureau. The Heineken Tavern is lo
cated on a prime site in the middle of
the entertainment centre of Las Palmas.
The tavern is not big, but the outdoor
pavement cafes play a major role, which
comes as no surprise in view of the mild
climate.
The Heineken
Thvem's tastefully
designed interior.
The initial results of the Heineken
Tavern are very favourable. The Heine
ken Tavern is also expected to make a
good contribution to the spread of the
quality image of the Heineken brand on
the Canary Islands.
THE WORLD OF HEINEKEN