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CONTENTS
Too much foam, 3
or too 'flat'.
The key to dispensing a perfect
glass of beer is what is known as the
'equilibrium pressure' in the keg.
Heineken draught beer consultant
Hans Schutt explains.
Canada
Heineken has strengthened its
position in Canada via Brewers Retail,
a beer retailing chain which cuts right
through provincial red tape. A report
from Canada by freelance journalist
Dennis McClosky.
Portugal
Eighteen months ago Heineken's
Hans Erik Tuyt moved to Portugal. He
found himself in a complex market
where competition between local
brands was blocking Heineken's
growth. But that now seems a thing of
the past.
October 1994
The World of Heineken is published by
Heineken Internationaal Beheer and is
issued at least twice a year in English
and French. If you have any sugges
tions or comments, please send them
to: Heineken Internationaal Beheer:
Corporate Public Relations Department,
P.O. Box 28, 1000 AA Amsterdam.
Editor: Jan Kroese
Translations: Alan Hemingway
Photography: Pieter Boer
(Amsterdam), Erik Kuck (Amsterdam),
Dennis McClosky (Ontario, Canada),
North Sea Ferries (Rotterdam), Allsport
(London), Sportsfile, and others.
Design and Production:
Obbes Primowees (Amsterdam)
Printing: Haverlag (Zaandam)
Print run: 12,500 copies.
Partial or full reproduction of articles or
illustrations in this publication is only
permitted with the publisher's explicit
consent.
1994 Heineken Internationaal Beheer B.V.
United States
Probably no other country in the
world reflects the strength of the
Heineken brand as visibly as here.
"Heineken? Great beer; always top
quality, European, expensive." This
issue of The World of Heineken
focuses on Heineken's biggest export
market: the United States of America.
Six separate articles portray the
American beer market, the Van
Munching organisation, the excellent
image that Heineken enjoys in the
U.S., the distribution system and the
complexity of the logistics operation,
all with the final aim of serving
American consumers with a Heineken
Beer (or Amstel Light or Buckler or
Murphy's Irish Stout).
THE WORLD OF HEINEKEN
