Heineken Tavern in St. Thomas
Van Munching distributors invited by Export
This July saw the opening of the
Heineken Tavern on the island of St.
Thomas (U.S. Virgin Islands). The
bar was designed by Wim van Ingen
of Heineken's Design Department.
A group of business
men, who were
already operating a
number of restaurants on
the U.S. Virgin Islands,
wanted a bar built on top of
a new restaurant. But it had
to be a special bar.
During talks with Bruce
Kimelman and Nelida
Serrano of St. Thomas Food
Products, the local
Heineken agent, the idea
emerged of making it into a
Heineken bar. After consul
tation with Heineken's
Export department it was
decided to ask the
Heineken Design
Department to come up
with some ideas. The
suggestions made by Wim
van Ingen went down well
and the Heineken Tavern
was born.
The Tavern is the first
bar in the Caribbean region
to be designed by the
Heineken Design
Department. Its furnishings
are unique for that region.
Because of the bar's prime
location - on the waterfront
near the terminal where
the cruise ships dock and
where one million
American passengers go
ashore each year - the
Heineken Tavern is a great
visiting card.
i:s
From right, Brian Arendes,
general manager of the
Heineken Tavern, Bill
Sutherland, sales representati
ve, and Nelida Serrano, vice
president of St. Thomas Food.
The Heineken Tavern staff:
at the ready to greet guests.
As a reward for
having achieved
sales targets, a
group of distributors and
staff of Van Munching
Co. recently paid a visit to
Holland. The group was
headed by Mr Leo van
Munching.
Exports of Heineken
beer and Amstel Light to the
United States are of great
importance for Heineken.
Heineken beer continues to
be the biggest imported
brand in the U.S., whilst
Amstel Light is the leading
imported light beer.
The specially compiled
programme for this group
was both instructive and
entertaining. Places visited
included the Heineken
breweries in Zoeterwoude
and Den Bosch, the Europe
Combined Terminals
(ECT) container tranship
ment centre in Rotterdam,
the glass-making plant in
Schiedam and the
Heineken Visitor Centre
in Amsterdam.
T II I \V O H L I) OK II I I N K k K N
