Practical Jerry Biggar, Brewers Retail's vice- president of distribution and services, told The World of Heineken that 20 brewers from Canada and around the world are now distributing their beers through the company's beer stores. "The introduction of Heineken was a very successful brand launch. Our company is unique and brewers who come into our operation for the first time say they never dealt with a simi lar sales system anywhere in the world. Although we are novel to them, they are generally extremely pleased From left to right Jerry Bigger, Vice-presi dent distribution and services Brewers Retail Inc., Bob Armstrong, Director of sales Santa Fé Beverage Co. and Senior Brand Manager Daryl Ralph. when they see how we operate." Bob Armstrong is one of these people who is pleased to be offering Heineken to the Ontario beer-buying public through Brewers Retail. Armstrong is Director of Sales for Santa Fé Beverage Co., which is the specialty products division of Molson Breweries. "We are delighted with the developments and negotiations with Brewers Retail over the past few months. If you sell beer in Ontario, this is definitely where you want to be." He says on-premise owners are particularly pleased because it has added convenience to their beer ordering duties. When they place an order for regular domestic beer through Brewers Retail's local distri bution centre, they may now order Heineken - with no-charge delivery service - instead of placing a special order through the government's liquor store operation. Armstrong calls it 'practical, one-stop shopping' for on-premise accounts who make up 60% of Heineken beer sales in the province. Until very recently, the only non Canadian brands which Ontario drinkers could buy at The Beer Store were a few brands that were brewed in the province under licence from some American and international brewers. Canadian regulations decla red that beer sold in any of the coun try's 10 provinces had to be brewed in that particular province. However, the rules have been relaxed and talks are being held to allow beer to flow across all provincial boundaries which will end this form of inter- provincial discrimination in the beer business. On the international front, a 1993 ruling by the General Agree ment on Tariffs and Trade (GATT) essentially eliminated international trade barriers that previously existed. Since that ruling, brewery and government officials from Ontario, other Canadian provinces, the U.S. and around the world have been working to create a 'level playing field' by opening the doors to the sale of foreign products in Canada. Daryl Ralph, Santa Fé Senior Brand Manager, says it is a sign of changing times that the political 'walls and restrictions' toward import ed brands have finally been torn down to allow consumers to purchase premium products. "We live and work in a global economy and this gives millions of Brewers Retail customers an opportunity to trade up to the world's most international premium beer." He said the road to Brewers Retail was not a straight and narrow path. "Santa Fé Beverage Company served as both driver and guide through a maze of government regu lations, contracts, listing costs, and many other involved and detailed financial implications. We also hand- picked the 300 beer stores that would be most strategic to the sale of Heineken beer." Plus Now that most of the interprovin- cial and international trade barriers THE WORLD OF HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1994 | | pagina 50