royalties to Heineken for each hectolitre brewed. For the brewery the advantage of such an agreement is that it can in clude a high-quality premium beer in its range. Conversely a licensing agree ment provides Heineken with a clear insight into the local beer market. Every brewery with which Heineken concludes a licensing contract complies with the high requirements set for the brewing of Heineken or Amstel. Be sides, Heineken always sends a brewer to the licensee. He monitors and checks the brewing process for Heineken or Amstel and supervises the consistent quality of the products. HTB lb maintain the same high quality standard of the beers all over the globe and brewed under extremely different local conditions, a great deal of (brew ing) technical know-how is required. All Heineken's production units can draw on the enormous pool of know- how available from Heineken Technisch Beheer (HTB, Heineken Technical Ser vices). Teams of experts work together with Heineken's foreign partners and offer assistance in technical matters, such as engineering, product develop ment, filling and packing operations, as well as organising training courses. Markets More than ninety breweries, operat ing under the Heineken banner, brew Heineken beer, Amstel and many local beer brands in countries all over the world. Of the 150 markets served by Heineken, fifty are supplied with beer from the local breweries. The remaining hundred obtain their beer supplies via the export organisation or drink Heine ken or Amstel beer which has been brewed locally under licence. All the beer for export is brewed in the Heine ken breweries in Zoeterwoude and 's-Hertogenbosch. Another instrument which Heine ken uses in its operations is the licens ing agreement. Leading breweries are licensed to brew Heineken or Amstel and to handle distribution, sales and marketing. The relevant brewery pays THE WORLD OF HEINEKEN

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World of Heineken | 1989 | | pagina 5