CONTENTS
Heineken
The World of
Heineken and the
environment
Attentive readers will have
noticed a change in The World
of Heineken. The glossy cover
has been replaced by a cover
which is less harmful to the
environment.
We have also had this issue
printed on a different grade of
paper; a change that only an
expert will spot. Thanks to the
development of new proces
ses, it is no longer necessary to
use environmentally unfriend
ly chlorine to create a white
paper quality.
These measures will en
sure that The World of Heine
ken can also make a small
contribution to a cleaner envi
ronment.
Export 3
Export Director Frans van der
Minne is also focusing his attention
on Asia. The establishment of export
offices in Hong Kong and China is
evidence of the serious work being
done to seize the opportunities
offered by a vast country like China.
A perfect pint
Inchcape, agent for Heineken and
Amstel in the Gulf, has developed a
course to show bartenders how to
serve a perfect glass of beer. Quality
improvement and consumer satis
faction are the central themes.
May 1994
The World of Heineken is published by
Heineken Internaüonaal Beheer and is
issued at least twice a year in English
and French. If you have any sugges
tions or comments, please send them
to: Heineken Internationaal Beheer:
Corporate Public Relations Department,
P.O. Box 28,1000 AA Amsterdam.
Editor: Jan Kroese
Translations: Alan Hemingway
Photography: Erik Kuck (Amstelveen),
Paul Pet (Amsterdam), Hans de Wit
(Amsterdam), Dennis Brandsma
(Amsterdam), Pieter Boer (Amsterdam),
Allsport (London), and others
Design and Production:
Obbes Primowees (Amsterdam)
Printing: Haverlag (Zaandam)
Print run: 12,500 copies.
Partial or full reproduction of articles or
illustrations in this publication is only
permitted with the publisher's explicit
consent.
1994 Heineken Internationaal Beheer B.V.
Land of the mates
Australia: one continent, one mar
ket? You might think so, but each
state applies its own rules. The World
of Heineken went 'down under' and
visited a market where hard work is
being done to boost the visibility of
Heineken.
Asia
Last year was important for the
growth of Heineken in Asia. Coordi
nating Director Maarten Rijkens looks
back at the activities in recent dec
ades and looks ahead to the possi
bilities in this continent.
Whitbread Race
Heineken press officer Vicky
Stacy, present at all stopovers, gives
a progress report on the world's
greatest yachting event: The Whit
bread Around the World Race for the
Heineken Trophy.
