a
A few months ago Heineken
strengthened its ties with
the agent Intercooperation in
Hungary. Export Director
Frank van der Minne (at the
table on the right) signed a
3-year contract in the
Hungarian capital Budapest.
Mrs. Sugar signed on behalf
of Intercooperation.Standing
behind the table, from left to
right: Messrs. Csiszar and
Sugar of Intercooperation and
Mr. Weggemans of Heineken
are witness to the signing.
The office of Heineken
Deutschland was literally
almost bursting at the
seams. For quite a while its
Düsseldorf premises had
been too small to accommo
date the growing number of
staff. The new location was
sought - and found - in
Berlin.
Not that they didn't like
the Düsseldorf office. On the
contrary Heineken Deutsch
land enjoyed working there,
but they still had a prefer
ence for a location in Berlin,
since that is the city where
Heineken is expected to
show the fastest growth in
the years ahead.
From 1998 onwards
Berlin will become the politi
cal heart of the country and
will take on an even more
international image. It is
Germany's most metropoli
tan city and curiosity about
foreign beers is therefore
strongest in Berlin.
Incidentally, Heineken is
developing successfully in
Germany. By mid-1996
Heineken Beer was available
in more than a thousand out
lets. At the beginning of
1996 this figure had still
been seven hundred. The
sales target set for the years
ahead is a doubling of turn
over each year. According to
Frans Bot, who heads the
German office, it looks as if
this target will be achieved
in 1996.
The extension of
Heineken distribution to new
cities is one of the reasons
for Heineken's success in
Germany. Since recently
Heineken Beer has also been
on sale in filling station
shops, a retail sector whose
popularity is increasing
strongly in Germany. In addi
tion, Heineken Deutschland
continues to focus on top-
class restaurants, hotels and
bars and on the on-premise
outlets that attract large
numbers of young adults.
To attract consumer atten
tion for the launch of the 25
cl can, Heineken Canarias
has had a bus painted in the
eye-catching design pictured
here. The bus is operated by
the public transport compa
ny on the island of Gran
Canaria. Heineken is the first
beer brand to introduce the
25 cl can on the Canary
Islands.
1GC7432-AU SP I
