al dispenser installations are being maintained. Ben Winters adds a note of cau tion: "We are fairly reticent as regards installing draught dispenser units. Only if we are sure that the ships will return regularly to the port of Rotterdam are we prepared to fit a draught beer installation. If they re turn at regular intervals, then we can carry out service and maintenance. If we cannot provide the best possible service, then we will not install a cel lar beer or keg beer system." Soft drinks The results of the non alcohol beer Buckler ('is coming along well') and of Murphy's Irish Stout ('a suc cessful seller on draught') are further causes of satisfaction for Ben Winters. Duty Free also has soft drinks in its range. "Duty Free is one of the big gest sellers of soft drinks within Heineken Export. Our customers are satisfied, as they can order a complete product range from us. We are seeing that the growth in soft drinks is keep ing pace with the growth of beer." valued several times have made Heineken Beer expensive for many consumers and we are now witness ing a decrease in Heineken sales in line with the overall market", says Ben Winters. None the less he views the future of Heineken on the ferries with opti mism. "The expectation is that ferry traffic world-wide will increase by a further five per cent over the next two years. That also applies to the cross- Channel ferries. The shipping lines expect that the ferry business will continue to account for a substantial proportion of traffic from and to the United Kingdom." For Heineken, therefore, it is essential to keep con centrating strongly on this segment of the duty free market. The fact that the ferries are an important sales market for Heineken Duty Free is demonstrated by the cel lar beer installations which have been fitted by Heineken in a number of the bigger vessels. All dispensers on board the ship are connected up to a number of 1,000-litre tanks, which eliminates the need for keg handling. On the smaller ferries the convention- Asia The Heineken company has set its sights very emphatically on Asia for further growth in the coming decade. And Heineken Duty Free is no excep tion to this. "I see great opportunities for Duty Free in, say, a country like China. In Singapore we already have two duty free sales staff on the payroll and a special man for duty free will shortly be stationed in the Hong Kong office. Particularly the cruise ships and the airlines are segments in which we can still score good results in the Far East", explains Ben Winters. In Asia, too, the emphasis in sales activities will be placed on Heineken Beer. According to Ben Winters, this is no surprise. "There are no borders for the activities of Duty Free. It is a broad international segment and so Heineken is the most suitable becau se it is the world's most international brand. But the other products are also performing well. A brand like Amstel, for example, is doing well in the Gulf and we are booking successes with Amstel Light on the cruise ships in the Caribbean. We owe that success in part to the product's success in the United States." Last year Heineken Duty Free said farewell to the stubby, a short, com pactly-built bottle which had been used solely for duty free purposes in recent decades. As part of the effi ciency improvement and the striving to achieve a premium image for the brand, it was decided to replace the stubby by the 33 cl bottle. The Duty Free customers, says Ben Winters, re sponded very positively to the switch. "They feel that the new bottle is friendly and has a generous look and it has clearly gained their preference." 1 H K WORLD OF HEINEKEN

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World of Heineken | 1994 | | pagina 48