returnable packaging the yellow
Heineken crate has been used for as
long as most people can remember.
Since the intention is that the colour
green should play a bigger role in
communication towards the consum
er, a study is being made to find out
whether the 'German' crate can also
be used in other markets.
Concentrated
Advertising campaigns costing mil
lions of marks on the national TV
networks - those are something that
German consumers cannot expect to
see from Heineken. Since the target
group for Heineken Beer is still so
small and so much concentrated in
the big cities, market communication
will also be small-scale and highly
focused on the target group.
Heineken is aiming in Germany at
the younger consumers (aged 23 to
35). These are specifically males,
highly educated, with higher incom
es, cosmopolitan and - highly import
ant - consumers who are open
towards quality beers from other
regions as well as countries.
Heineken Deutschland GmbH,
established in Düsseldorf, is headed
by Lutz Meyer-Reissenweber. Over
the past ten years he has gained com
mercial experience in the foods sector
and, before joining Heineken, he
spent several years as export director
of the German DAB brewery.
Mr Meyer-Reissenweber has put
together a team of representatives in
recent months and has built up a
network of wholesalers/distributors.
Their interest in including the
Heineken brand in the range is a dis
tinct signal that the German beer
market is clearly on the move.
Nevertheless it would be Utopian
to expect that Heineken Beer will
'conquer' Germany within a few
years' time. The segment in which
Heineken operates is and will remain
too small for that.
The first production run for Germany.
THE WORLD OF HEINEKEN
