1
A turma estava toda [2
reunida. O local pare
cia ter sido bem es- o
colnido. Agradava a 5
tmaioria dos antigos
colegas. Havia algons
deliciados com as pratelei-
ras recheadas de antiguida-
des. Outros encantavam-se
com a possibilidade de jogar
uma partida de "snooker".
Mas. em todos eles, havia
urn brilhozinho nos olhos.
Desde o fim do curso, só
haviam passado meia duzia
de anos. Mesmo assim, as
perguntas iam e vinham ao
sabor das respostas. As
saudades pareciam nao ter
fim. Só mesmo a Heineken
poderia testemunhar tanta
felicidade junta,
-«^Si-
pioneer of the premium segment in 17
Portugal. This obviously means that a
lot of time, energy and money has to
be invested in building the segment
before satisfactory results can be
achieved. Some of those investments
relate to advertising. Mid-1994 saw
the start of a print campaign, with a
star role for a number of outlets sell
ing Heineken Beer. In the campaign
the premium image of Heineken is
coupled with typically stylish
Portuguese outlets. An approximate
translation of the tagline for the cam
paign is 'Heineken, like everything
should be'.
The non-alcohol segment is also
still in its early stages. Until 1992
Heineken's Buckler was joint market
leader. Following the introduction of
two local non-alcohol beers Buckler's
position has come under pressure,
but Mr Tuyt is optimistic about the
product's chances in view of the
growth shown by the non-alcohol seg
ment.
The speciality beers segment is
still in its infancy as well. A product
like Murphy's Irish Stout, tested this
year, has meanwhile recorded good
progress on the Portuguese market.
Hans Erik Tuyt looks forward to a
possible growth of speciality beers.
"We at Heineken have many outstan
ding speciality beers in other world
markets, beers which would also go
down very well in this country."
restaurants Heineken Beer is regular
ly served in a can.
Mr Carreiras, however, makes it
plain that he prefers the bottle. "We
must keep investing in it. Even if it
still takes a few years, we have to
continue. Portuguese consumers are
basically the same as consumers in
other European countries. Many
Portuguese live abroad; we refer to
Paris as the third city of Portugal. But
as the years pass, many of those
Portuguese emigrants decide to
return to their native land. Those are
the people who bring new influences
back with them to Portugal."
Pioneer
In the Portuguese beer market
segmentation is still virtually un
known. A mainstream lager (the
market leader with 5.8% alcohol!) has
always been there, with premium
brands playing no role of significance.
As has happened more often in the
world, Heineken has also been the
THE WORLD OF HEINEKEN
