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

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World of Heineken | 1994 | | pagina 22