tell what will happen to the economy
and on the political front in the forth
coming period. If things don't turn out
well, it won't be the fault of Heineken.
Heineken is the best beer and is offer
ing the best sales promotion mate
rial."
In an attempt to bring some in
fluence to bear on the political scene,
Jarek has become a member of the
Beerlovers Party. This political party
wants to pressure the government
into making a strong reduction in the
duties on beer. At the present time
beer is subject to the same excise
duty as vodka (Poland's national
drink).
Zakopane
Jan ffoly is making all-out efforts
for a change in the law on beer duties
and is even regional chairman of the
Beerlovers Party in the south of
Poland. Holy is the Heineken distribu
tor for Zakopane, a small town deep
in the south of Poland, only twenty
kilometres from the Czech border.
Zakopane attracts many tourists all
the year round. In particular the high
mountains attract many skiers in the
wintertime and hiking enthusiasts
during the summer months. Though
Zakopane has only 30,000 inha
bitants, it does have twelve hotels
within its boundaries. The many tour
ists from Germany and the Nether
lands help to ensure satisfactory sales
of Heineken in this region.
In Zakopane, too, endeavours are
being made to find the best locations
for boosting Heineken's visibility, for
Jan Holy (left) and his business partner
Andrezej Marasek are Heineken distribu
tors for Zakopane and district deep in the
south of Poland.
Heineken Beer,
Heineken Beer
23
In Zakopane, which attracts lots of tourists both in summer and in winter, two outlets have
a very distinctive Heineken image.
instance in the busy main street of
Zakopane and also in the vicinity of
the ski pistes.
Modest
A glance at the order forms which
land on the desk of Karina Elenbaas
each day makes it clear that export
activities in Poland are still extremely
limited in volume. In many cases an
outlet orders two or three cases of
Heineken once every two weeks.
Heineken's presence in Poland is so
modest that the market share cannot
even be expressed in figures.
It is certainly true that in the case
of Poland and Hungary there is an
imbalance for Heineken between
market investments and the return.
But the day will come when the costly
investments will generate profits. If
the economic and political develop
ments work in Heineken's favour,
that day need not be long in coming.
T II I W O II I. I) (I I II I I N K. K K
