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Perth
A Perth trendsetter, the Court Wine Bar,
gives Heineken a lot of support.
Heineken sales were up by 35% on
1992. For the current year we again
expect an all time high. That success
is due chiefly to our efforts to be ac
tive in the on premise outlets.
Particularly in the Northbridge dis
trict, the main nightlife area, we are
much more strongly represented than
before."
Michael Stephen admits that it is
easier to sell Heineken in the on pre
mise outlets in Western Australia.
"The nightclubs in Perth charge less
for a bottle of Heineken than those
in, say, Melbourne and Sydney. The
local beer here costs three dollars,
Heineken is sold for four."
Working to improve the position
of Heineken in the on premise outlets
is, says Michael Stephen, essential for
the development of Heineken: "If you
get it right in the on premise, then
eventually you'll get it right in the off
premise outlets." By now sixty per
cent of Heineken Beer in Western
Australia is sold via the on premise
outlets. A percentage which the other
states are still seeking to emulate.
Mr Stephens is selective in his
choice of on premise outlets for
Heineken. He seeks outlets which fit
in with the Heineken identity. Local
bars selling beer on draught are not
considered to be target outlets, since
draught beer in Australia is regarded
as a beer for the lower classes.
Mr Stephens is pleased with an outlet
like the Court Wine Bar. This bar and
restaurant is a trendsetter for Perth.
Trayne Andonovski, co-owner of the
Court Wine Bar, supports Heineken
where possible. His most important
reason for that support is the
Heineken image. "We like the prestige
of the product. Besides, I think that
the Inchcape people do their job well.
We get a lot of support from Inchcape
in the form of POS materials, for
instance clothing for our bar staff."
Sponsorships
Of the three international sponsor
ship events in Australia (the Heineken
Australian Golf Open, the Whitbread
Race for the Heineken Trophy and the
Heineken Classic), two take place in
Western Australia itself. All three
events help to boost brand awareness
for Heineken. Especially the two
sponsorships in Western Australia
(the Whitbread Race and the
Heineken Classic, both in January
1994) have been of great help.
Michael Stephens: "Two sponsor
ships, one just after the other, keep
the name Heineken up front. Besides,
the Whitbread Race for the Heineken
Trophy and the Heineken Classic are
ideal events for us to show hospitality
to our best customers and strengthen
our relationship with them."
At the end of the tournament Mel
Sherwin is pleased to note that the
Heineken Classic has not only
brought direct increases in beer sales
but has also brought indirect benefits.
Contacts have been established,
relationships strengthened, agree
ments made.
Classic
More than anything, the annual
Heineken Classic golf tournament
therefore offers Inchcape opportuni
ties to act as host to business
relations, for instance by inviting
them to play in a pro-am. Just like
every year this year's Heineken
Classic was again played on the
superb golf course at the Vines
Resort, managed by Dutchman
Edzard van Basten-Batenburg. This
up-scale resort is located about thirty
kilometres outside Perth and is a
favourite destination for golf en
thusiasts wanting to combine rustic
surroundings with de luxe accommo
dation. There are bungalows in the
resort which can be rented or bought.
The 1994 Heineken Classic was
organised by Tony Roosenburg, a
Dutchman who settled in Australia
years ago and has specialised in orga
nising golf tournaments, in close
cooperation with Heineken. The
Heineken Classic is his favourite tour
nament, also because of its relaxed
atmosphere. The tournament may not
have the prestige of the international
top events but it is given huge
