CONTENTS
May 1995
The World of Heineken is published by
Heineken Internationaal Beheer and is
issued twice a year in English and
French. If you have any suggestions or
comments, please send them to:
Heineken Internationaal Beheer:
Corporate Public Kelations Department,
P.O. Box 28,1000 AA Amsterdam.
Editor: Jan Kroese
Translations: Alan Hemingway
Photography: Pieter Boer (Holland),
Erik Kuck (Holland), Allsport (U.K.),
Henk Koster (Holland), Paul Zimmer
(Germany), Sjaak Ramakers (Holland).
Cartoonist: Cor Visser (Holland).
Design and Production:
Obbes Primowees (Holland)
Printing: Haverlag (Holland)
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.
1995 Heineken internationaal Beheer B.V.
A love story
Chairman Karei Vuursteen talks
about the future of Heineken, the
further internationalisation of the
company and the strength of the
Heineken brand. And about his love
for Heineken.
Grease
The biggest enemy of beer is
grease. A poorly cleaned beer glass
means a beer with an awful head of
foam. Hans Schutt, Heineken's beer
treatment expert, explains what the
bartender can do to prevent this pro
blem.
Posters
British artist Gavin Reece was
commissioned by Amstel to create
five works of art. His tools? A pair of
scissors and a pot of glue. The result?
Five superb posters cut out for a new
Amstel campaign
China
The land of unlimited opportuni
ties. That is how many Western com
panies now see the People's Republic
of China. But is the sky really the
limit? An impression of Heineken
Beer in China.
Davis Cup
Heineken is changing course with
its corporate sponsorships. From this
year on, Heineken is setting its sights
on top-class tennis events, such as the
Davis Cup.
THE WORLD OF HEINEKEN