4
12
IS
28
CONTENTS
s
New telephone number
Heineken Amsterdam
The company which wants
to maintain its position must
be constantly alert to
changes in the world, in the
beer market, in consumer
buying patterns. Heineken
intends to continue playing
a leading role in the world
beer market, so it listens for
signals, observes, inter
prets and takes action. In
this issue of The World of
Heineken more about the
processes of change in the
world around us and also
within Heineken itself.
1
Hop»
Hops do more than just give beer its
taste. In the final instalment of our
series about the basic ingredients of
beer, we take a closer look at this plant.
The telephone number of
the Heineken head office
in Amsterdam has been
changed, as have the fax
numbers.
The new phone number is:
31 - 20 5239239
The new fax numbers
are: 31 - 20 6263503
(2e Weteringsplantsoen)
31 - 20 6935256 (Maurits
kade)
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 them to:
Heineken Internationaal Beheer,
Corporate Public Relations De
partment. P.O. Box 28. 1000 A A
Amsterdam
Editor: Jan Kroese
Translations: A. Hemingway
Photography: Pieter Boer
(Amsterdam), Erik Kuck (Amstel
veen). Capital Press (Amster
dam), Cor Vos (Hoogvliet).
Design and production: Obbes
Primowees (Amsterdam)
Printing: Haverlag (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.
Sales promotion
Sales promotion articles are increasingly more important for conveying the
brand image. Heineken plans to offermore service to agents and importers
in this sector.
Amstel I
A big hit in the United States and in
Caribbean countries, but less favour
able news from a country like, say, Hol
land. Marketing of light beer is not so
simple.
Canary Islands
The growth of Heineken beer on the
Canary Islands moved into top gear in
the last five years. Notably on Gran
Canaria the sales figures for Heineken
beer reached great heights. Sales are
now being expanded further, as the
market's potential has not yet been
exploited to the full.
Car Cast
Heineken beer grew in the Far East
from a 'niche' brand into a strong com
petitor in the space of one decade. So
the role of Heineken beer in the Far
East has changed considerably. The
new situation calls for a different
approach: even faster, even more ser
vice to customers, even better distribu-
W O R I. I)
H K I N K k K N
