nd of the mates
rediscovers Heineken
Thumbprint of Heineken in Australia
Australia: a vast country and an
entire continent at the same
time. Distances between the
four major cities are so immense that
Australians mostly measure travel
times by the number of days' driving
instead of the number of kilometres.
From Brisbane on the East coast to
Perth on the Western seaboard is a
six-hour plane journey. That's about
the same distance as from New York
to Los Angeles.
Australia has 17.3 million inhab
itants, all living in a broad strip paral
lel to the coasts. The interior is arid,
desolate, scorchingly hot, a region
with a population of zero. The desert
0 success story. At least not yet. Heineken
e now grown to regain its position as
's number one imported brand, yet
are modest. However, Heineken agent
Liquor Marketing, which has been
sales and marketing since the end of
lieves that the brand has potential. The
Heineken took a trip 'down under' to visit
1 of the 'mates'.
in Central Australia offers nothing to
either man or beast.
Crocodile Dundee
The 'Aussie' as we know him from
the 'Crocodile Dundee' movies is
nothing like typical. Not when you
look at the various backgrounds, the
colourful mix of the present popu
lation. Over the past two hundred
years people from one hundred and
thirty countries throughout the world
have come to Australia to seek a
better future.
After World War II it was mainly
the Greeks and Italians who emigra
ted to Down Under in search of better-
opportunities. The British and tli£'
Dutch also sought a new future Iherj."-
In recent decades the main emigrai^
to Australia have been people fr
Asia. Forecasts indicate that bj'
year 2020 the number of Austrè
inhabitants of Asian ex-traction'
represent 27% of the total populat^
As a result of this multicultq
society, Australians feel a certain
of national identity. The country s
has some ties with Great Britain,
the bond with England is becoming
looser. More and more Australians'
are talking about severing their links
with the U.K., and there are increas
ing calls for the country to become a
fully independent republic. Some
months ago Prime Minister Paul
Keating reflected the groundswell of
Australian feeling about a new
constitution: "It's not a matter of if we
will become a republic, but when."
Only in the past few years have
real emotions of national pride star
ted to grow. Particularly the decision
THE WORLD OF HEINEKEN
