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the margin on sales of bottled
Heineken.
Distribution
Distribution of Heineken in Hong
Rong is handled by Jardine Riche
Monde. This sister-organisation of
Guinness Hong Kong is responsible
for clearing the beer through customs
and also takes care of transport by
container from Hong Kong's ultra
modern port to the warehouse in
Shatin (New Territories). For efficien
cy reasons Jardine Riche Monde plans
to ship as many full containers as pos
sible direct from the docks to the main
wholesalers. With the strong growth
of Heineken in recent years, this
approach will be more fruitful.
The Jardine warehouse is located
in the New Territories, away from the
bustle of Rowloon and Hong Kong
Island. The building in Fo Tan boasts
as many as eight storeys and, under
the supervision of warehouse
manager Holly Mok, 1,030 different
products are made ready there for
delivery to retailers or wholesalers.
Of the 40 wholesalers in Hong
Kong, 28 do business with Jardine
it
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John Fan and, right, Holly Molt, warehouse manager of Jardine Riche Monde in Shatin.
of pack by Guinness Hong Kong, since
there are plenty of opportunities for
this pack form. Especially in restau
rants the 64 cl bottle is proving very
popular, because Chinese like to
share a bottle with their table com
panions.
However, the most popular pack
form by far is the 33 cl can. Especially
the retail trade and the on-premise
trade are delighted with beer in cans,
as it's easier to store and makes glass
breakages a thing of the past.
Guinness Hong Kong intends to make
extra efforts in the next few years to
encourage outlets to serve more
Heineken beer in bottles. One of the
ways of achieving this is by improving
Riche Monde. Jardine Riche Monde's
range is very extensive: brandy, whis
ky, liqueurs, wines, gin, rum, vodka -
and, of course, beers (Guinness and
Heineken), although beers play a less
important role within the total Jardine
Riche Monde range.
Jardine Riche Monde supplies its
products to customers either direct or
T II E W O It L I) O F HEINEKEN
