Quigley who lives in Ireland but is a regular traveller to Berlin and Paris. In total Quigley owns four pubs, of which one is in Berlin and three are in Paris. "The essential thing is to cre ate the right ambiance. The fittings in the pub help to set the scene, but it's the people behind the bar who really create the atmosphere." Trading house The export of Murphy's Irish Stout takes place from Cork in Ireland and from Amsterdam. Until recently Bob Kennefick and Eamonn O'Sullivan were supported in their work by Erwin Ketelaar, Export Manager of Heineken in Amsterdam. Ketelaar helped them in seeking markets in which Murphy's Irish Stout can be introduced. "You could look upon ffeineken Export as a sort of trading house for Murphy's Brewery. Murphy's Brewery therefore is and will remain the owner of the brand. The intention is to promote Murphy's Irish Stout more on an international scale, but for that you need to draw on the marketing and export know-how of the geo graphically organised export manag ers within Heineken. Heineken's ex port department acts as the coordi nation centre for the further growth of Murphy's Irish Stout", explains Ketelaar shortly before his transfer to Heineken Nederland. His task for Murphy's has been taken over by Hans Krijgsman. The export markets which have been developed by and are served from Ireland are and will remain the direct responsibility of Murphy's Brewery: France, the U.S.A., Canada, Italy, Germany and the U.K. Requests from all other countries in the world are passed on by Bob Kennefick to Amsterdam, where Erwin Ketelaar and his colleagues examine possibi lities for Murphy's Irish Stout in the relevant market. "We also check whether the regular Heineken or Am- stel agent is interested in and might be suitable for the Murphy's Irish Stout agency or whether another importer might perhaps need to be sought. Our own export offices in all parts of the world can play an important role in this", says Ketelaar, referring to various examples, includ ing Switzerland where the Heineken Schweiz export office introduced Murphy's Irish Stout at the beginning of 1993. The Gulf States (Bahrain, Abu Dhabi and Dubai) are also seen by Ketelaar as a highly promising mar ket. The big contingent of British expatriates is, in his view, the reason for the successful introduction and the steady growth of Murphy's Irish Stout there. Also in the Far East and the Caribbean - where the stout mar ket is reasonably developed - he sees good opportunities for the black beer from Cork. Optimism Not only the employees of Murphy's Brewery see a bright future for 'their' stout. Within Heineken Corporate there is a predominant feeling of opti mism and a conviction that, thanks to the quality and brand image of Murphy's Irish Stout, consumers in all parts of the world will regularly drink a pint from Cork. During the official opening of the new office of Murphy's Brewery in Cork, the then Chairman of the Heineken Executive Board, G. van Schaik, put this feeling into words as follows: "We are fully behind the international development of Murphy's Irish Stout. We see good growth prospects for it in overseas markets and we will fund whatever resources are needed to ensure its success." Murphy's Brewery Managing Director Michael Foley is also opti mistic: "We expect to increase pro duction of Murphy's Irish Stout by some 300 per cent over the next five years. While our share of the home market is relatively small, our success on overseas markets is placing new demands on us daily. We expect to be producing more stout than lager at the brewery within a few years as our export markets continue to grow." Three hundred per cent within five years; an ambitious plan but one that is based on reality. Bob Kennefick, Eamonn O'Sullivan and the Heineken people involved in Murphy's export would be the first to drink to that! THE WORLD OK HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1993 | | pagina 25