neken
22
Ian Woosnam, though only two days in
action during the Heineken Classic, was
one of the main crowd-pullers.
Ian Woosnam may have been
knocked out after two days, but to the
enjoyment of many he stayed at the
Vines Resort until the close of the
tournament. The little man from
Wales could be found regularly in the
Heineken tent and, claimed organiser
Tony Roosenburg, this showed that
Woosnam appreciated the tourna
ment. "We have heard from several
players that the Heineken Classic is a
fixed date on their tournament calen
dar", said Tony Roosenburg proudly.
Values
1994 is an important year for
Inchcape. It is a year in which hard
work is being done to expand the
brand image further, especially in the
on premise outlets. The temptation to
4:ojiepntrate on activities which have
«.^ohijne-boosting effect is great, but
le at Inchcape are thoroughly
at long term success can only
ed if they succeed in giving
Beer a rejuvenated image
t the same time maintaining
ional, unique values.
Inchcape Liquor Marketing
has only existed under its present
name since last year. Before that it
was known as Taylor Ferguson,
a business which had been engag
ed in the distribution and sale of
wines and spirits since the begin
ning of this century. Inchcape also
has its own production operations
for spirits. A range of liqueurs
under the Baitz brand name is
produced both for local sale and
for export, including export to the
United States. Inchcape also prod
uces a range of mixed drinks, such
as rum and cola, vodka and cola,
etc.
The portfolio of wines and
spirits marketed in Australia by
Inchcape Liquor Marketing is
extensive: wines, notably those
produced in Australia itself and
spirits, such as vodka, cognac,
whisky, ouzo, etc.
1993 was a year of significant
change for Inchcape. The compa
ny refocused its strategy and deci
ded to concentrate on fine wines
and beer in future. Many spirits
are gradually being removed from
the product portfolio, whilst the
share of wines is increasing. At the
moment Inchcape has about one
hundred employees, all of whom
have Heineken as their target
number one.
Inchcape has geared its com
pany organisation to the orga
nisation of the country. The five
federal sta tes also form Inchcape's
five operating areas. A state
manager heads local operations in
each state.
This subdivision of activities by
individual state is not based solely
on geographical considerations. In
Australia the states have a consi
derable degree of independence in
a large number of areas. For exa
mple, each state can decide what
taxes it wants to levy on alcoholic
beverages. Packaging regulations
also differ in each state.
Consumers in South Australia, for
instance, receive five cents refund
on each empty Heineken bottle
returned. This applies solely to this
state and its capital of Adelaide,
Heineken is of eminent impor
tance for Inchcape Liquor
Marketing, says Bob Maag, 2ic
(second in charge) at Inchcape in
Brisbane. "We have drawn up a
list of priorities for the products
we will focus our attention on.
Heineken is number one on that
list. For the simple reason that we
have confidence in the future of
Heineken in Australia.
THE WORLD OF HEINEKEN
