Small beer in
Puerto Rico
Heineken brewed locally in Vietnam
and sponsor of World Cup Badminton
Action during the mixed,final of the Heineken-sponsored World Cup
Badminton Championship.
From left: Lex Kraayo, Brewery ManagerJohan Doyer, General
Manager of VBL, Mr Vuong Huu Nhon, Vice Chairman of Ho Chi
Minh City People's Committee, Mr Le Minh Chau, Chainnan of
VBL, and the Netherlands ambassador in Vietnam, Mr DA.V.E.
Ader.
Vietnam Brewery Ltd.
(VBL) has latched onto the
sponsorship of the World
Cup Badminton
Championships to gain
extra publicity for the
introduction of locally
brewed Heineken Beer.
The Heineken World
Cup Badminton Cham
pionship, which was held
in mid-August, was the
second major Heineken
sponsorship within two
years. Heineken had pre
viously sponsored the
World Cup Table Tennis
Championships in Vietnam.
Top players from all
over the world competed in
the championship in Ho
Chi Minh City. Television
footage of the tournament
was broadcast in many
parts of South East Asia.
Local
The sponsorship was
one of the activities organ
ised by VBL to mark the
launch of locally brewed
Heineken Beer. In July this
year the brewery invited
dignitaries to sample the
very first Heineken Beer to
be brewed in Vietnam.
They included the
Netherlands ambassador
Mr D.A.V.E. Ader, Mr Le
The first locally brewed
Heineken Beer on its way to the
consumer.
Khac Binh, President of Ho
Chi Minh City People's
Council, Mr Vuong Huu
Nhon, Vice Chairman of
HCMC People's Committee,
and Mr Le Minh Chau,
Chairman of Vietnam
Brewery Ltd.
Two days later VBL dis
tributors and sales staff
received a thorough mar
ket briefing and were also
given the opportunity to
taste their product.
When you're drinking
your beer in a tropical cli
mate like that in Puerto
Rico, how do you keep it
nice and cool? You could of
course use insulating mate
rial. But you can also offer
the consumer a smaller
quantity.
In Puerto Rico not many
beer glasses are used; the
custom is to drink straight
from the bottle. Often, cool
ed bottles of beer are
bought mainly in super
markets and small stores
and consumed immediately
or taken home. With the
standard Heineken bottle of
35.5 cl the situation was
that the last part of the beer
became tepid.
The 20.8 cl bottle, the
quantity that will fit into
one glass, therefore offers
the solution, because it can
be drunk without the beer
having time to heat up in
the tropical sun.
Consumers in Puerto Rico
have responded enthusias
tically to the introduction of
the new bottle, as the sales
figures prove.
THE WORLD OF HEINEKEN
