55
Heineken beer
is the lifeblood
of our business
Values
According to Mr Vuursteen, the
strength of the company is founded
on core values such as the brand, an
ardent belief in quality and technolo
gical skills, international orientation
and highly motivated staff and per
sonnel. But, for him, the value of the
brand definitely comes first and fore
most. "The brand is the glue that
holds the company together. It is the
lifeblood of our business. But outside
the company, too, the Heineken brand
has an outstanding image. I notice
that when I talk to outsiders.
Heineken has magic, that is undenia
ble. The name has become highly
recognisable. Via consistency in the
quality of the product, in marketing
and in communication, we exploit the
strength of the brand."
a
Quality
The almost innate drive for
quality has helped Heineken to ac
quire its present position in the world
beer market. "Heineken is traditional
ly a master in the art of brewing and
is spreading that know-how through
out the world. Besides, we understand
our art so well that we can under all
circumstances brew a product with
the same constantly high quality all
over the world. The fact that samples
are sent each month to Holland from
all corners of the globe for quality
control in blind tasting tests proves
that we take quality seriously."
"As a result of that drive for
quality and expansion, we have in
recent decades sent out expatriates to
all parts of the world. Partly because
of that, international thinking is deep-
THE WORLD OF HEINEKEN
