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E N T S
Heineken has played a
dominant role in the global
beer market for many years
and is the world's most
international brewery. But
Heineken still has some
'blank areas' on its world
wide sales map. Central
and South America had
been uncharted territory
for Heineken until several
years ago. Slowly but surely
Heineken is now expan
ding its position in that part
of the world, despite the
shaky economies. This
issue of The World of
Heineken features Brazil
and Mexico, two countries
with enormous growth
potential for Heineken.
Cans
Only the insiders know that a whole
world of technological ingenuity is
hidden away behind the production of
that seemingly ordinary can. The
World of Heineken offers you a
behind-the-scenes look inside the fac
tory of Continental Can Europe,
Heineken's most important supplier.
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 AA
Amsterdam.
Editor: Jan Kroese
Translations: Alan Hemingway
Photography: Pieter Boer
(Amsterdam), Hans de Wit
(Amsterdam) and others.
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.
1992 Heineken Internationaal Beheer B.V.
Vietnam
After the acquisition of a participation
in Hungary, Heineken was also able to
announce at the end of last year that
the long-awaited agreement with the
Vietnamese government had been
concluded. By the end of 1993 a brew
ery should be operational near Ho Chi
Minh City.
Design
Willem van Ingen travels around the
globe for Heineken and gives advice
to pub and restaurant owners on fit
ting out their premises. His ideas are
almost always welcomed with enthu
siasm.
Jazz
Alongside sport, (jazz) music is begin
ning to play an upbeat role in
Heineken's sponsorship policy. The
World of Heineken lists the major jazz
events sponsored by Heineken.
