Ricardo Canela Dias
brand. The price difference between
Heineken and the imported beers is
negligible.
Imports are 'in'. The gigantic
supermarkets (120 check-out desks)
all have a separate department speci
fically for imported foodstuffs. Since
the opening up of the Brazilian mar
ket for imported beers, there has been
a great influx of beers from all parts of
the world. According to Ricardo
Canela Dias, Paul Nitschmann's right-
hand man, brands come and go all the
time. 'We regularly see people buying
just a single can of one of the different
brands. We were told that they are
collectors.'
Belo Horizonte
For the sale and distribution of the
Heineken beer brewed in Rio de
Janeiro use is made of the Coca Cola
distributors. Four sales managers of
Kaiser are responsible for sales of
Heineken and act as supervisors for
the Coca Cola sales reps.
Selling and distribution in the city
of Belo Horizonte (five million inhab
Eberhart Aichinger, owner of twelve restau
rants and a drinks wholesaling business,
also sells Heineken beer in 'his' city of Belo
Horizonte.
Left, Ivonir Amorin, sales manager of Blitz
in Belo Horizonte. Right, Joao Caniato,
who is employed by Kaiser and acts as
supervisor for the Heineken sales reps in
Northern and Central Brazil.
THE WOULD OF HEINEKEN
