Hop on
the bus!
Drive
Thru in Bahrain
Heineken
in Canada
via
Santa Fé
28
For some time now buses
on Gran Canaria (one of
the Canary Islands) have
been displaying ad
vertisements for Heineken
and Buckler. In the past
public transport was not
suitable as an advertising
medium, since the adver
tisements on the buses
were hand-painted and
their quality was too poor
to meet the high standards
set by Heineken.
Now that ready-printed
advertising stickers can be
affixed to the buses and
since Heineken Canarias
has also received guaran
tees that the buses will be
In the Gulf states of
Bahrain, Abu Dhabi, Dubai
and Oman the sale of alco
holic beverages is sub
jected to strict regulations
because of the Islamic
laws.
Expatriates who have a
liquor permit are allowed
to purchase a pre-deter-
mined quota of drink in
special liquor shops. The
quantity of drink that may
be bought per month is
stated on the liquor permit
and is dependent on the
level of the permit-holder's
income. Another local rule
is that alcoholic beverages
must not be carried visibly
in a public place.
Within the rules of the
law Heineken agent Gray
McKenzie continues to look
for possibilities of stimu
lating the availability of
Heineken and Amstel. One
newly developed concept is
the Drive Thru Shop; the
customer can enter the
shop by car, place an order
and then drive out of the
shop again with the pur
chased products in the
back of the car. BMMI, the
Gray McKenzie office in
Bahrain, describes the
Drive Thru Shop as a great
commercial success.
THE WORLD OF HEINEKEN
Santa Fé Beverage
Company has been ap
pointed the agent for
Heineken Beer in Canada's
Atlantic Provinces, Quebec
and Ontario. Santa Fé is
responsible for sales, mar
keting and distribution.
Ted Mealing, Area
Export Manager Heineken
Canada, explains why the
choice fell on Santa Fé:
"We chose Santa Fé be
cause of their expertise in
distributing imported beers
in the Canadian market
place. We are confident
that Santa Fé will market
the Heineken brand as suc
cessfully as they have other
imported brands."
Santa Fé, a subsidiary of
Molson Breweries, started
operating in 1987 and has
rapidly expanded to be
come Canada's biggest im
porter of premium and spe
ciality beers. At the mo
ment Santa Fé has fifteen
imported brands in its
range, plus Amstel and
Amstel Light which are
brewed under licence by
Molson for the Canadian
market.
regularly cleaned, Heine
ken on Gran Canaria has
gained another eye-catch
ing advertising medium.
dJilj mil
Drive - Thru
