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

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World of Heineken | 1995 | | pagina 3