Amstel also on display in
Heineken Reception Centre
Heineken sponsors golf tournament for
Austrian on premise proprietors
Sponsorships can be
used to boost familiarity
with the brand name.
Mostly, that relates to big-
scale projects, such as the
Heineken World Cup of
Golf.
But even smaller-scale
golf sponsorships can help
create a positive brand
image. One example is
Austria, where Heineken
recently sponsored three
golf tournaments for
owners of on premise
establishments. The series
was organised by local
Heineken agent
Schlumberger. The five lop
prizes were well worth
winning: a five-day golfing
holiday for two in the U.S.
state of Florida.
By far the greater part
of the Heineken Beer sold
in Austria reaches consum
ers via the on premise
trade. Just as in so many
European countries,
Heineken seeks to build up
a position in on premise
outlets which will justify its
subsequent introduction in
Ihe off premise sector.
One of Amsterdam's
main tourist attractions is
the Heineken Keception
Centre located on the
Stadhouderskade. The for
mer brewery was conver
ted several years ago into a
visitor centre in which
more than one hundred
thousand tourists a year are
informed in a relaxed and
friendly atmosphere about
beer in general and
Heineken in particular. The
fermentation tanks used in
the former brewery have
been specially transformed
into presentation areas.
Inside each tank part of
Heineken's history is dis
played and explained.
For several months
now, Heineken has not
been the sole focal point, as
two tanks can now be adap
ted to give a presentation
about Amstel. Three life-
size screens in Tank No. 3
display an exciting impres
sion of how Amstel is bot
tled, whilst Tank No. 5
features the international
character of Amstel Beer.
Amstel and Heineken.
Two brands, one company.
The Amstel presentation in
the Reception Centre con
veys a clear message to
visitors: Amstel is a unique
brand with its own identity
and character.
During the winter
period there are guided
tours for tourists around
the Reception Centre at
9.30 and 11.30 a.m. every
weekday. From 1 June until
15 September guided tours
take place at 9.30,11.00,
13.00 and 14.30 hrs.
Admission costs two guil
ders. Heineken donates the
entrance fees to charity.
T HE WORLD O F H E I N E K E N
