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'We're doing well, but we
can do much better'. Under
this motto Heineken has
devised a new strategy in
which the principal aim is to
achieve uncontested leader
ship in the premium image
segment. In contrast to the
mainstream segment, there
are still plenty of growth
opportunities for premium
beer. And Heineken beer is
the pre-eminent brand to
seize those opportunities.
Reception
The former brewery in Amsterdam
has undergone a metamorphosis and
is now a visitor centre where about a
hundred thousand tourists are re
ceived each year and informed about
the fascinating 'World of Heineken'.
The World of Heineken is pub
lished by Heineken Internationaal
Beheer and is issued at least twice
a year in English and French. If
you have any suggestions or com
ments, please send thefn to:
Heineken Internationaal Beheer:
Corporate Public Relations De
partment, P.O. Box 28, 1000 AA
Amsterdam.
Editor: Jan Kroese
Translations: Alan Hemingway
Photography: Pieter Boer
(Amsterdam), Erik Kuck (Amstel
veen), Frans Lossie (Heusden),
Gerard Damoiseaux
('s-Hertogenbosch), Jan Sterk
(Amsterdam)
Design and Production:
Obbes Primowees (Amsterdam)
Printing: Ilaverlag (Zaandam)
Print run: 12,500 copies
Partial or full reproduction of
articles or illustrations in this pub
lication is only permitted with the
publisher's explicit consent.
1991 Heineken Internationaal Beheer B.V.
Hon#; Rons
The financial and economic heart of
Asia is still Hong Kong. But for how
long? 1997 is already casting its shad
ow ahead, according to Heineken
agent Guinness Hong Kong Ltd.
Whilbread Race
Heineken is to sponsor the world's
biggest and toughest sailing race: the
Whitbread Bound the World Race. In
each leg the participants will be con
testing for the Heineken Trophy.
Shanghai
For the past two and a half years
Heineken has been participating in
the Mila brewery in Shanghai. Selling
beer in China takes place according to
special rules and it's not easy to mas
ter the game.
