On 9 September,
Distribuciones Heineken
Canarias S.A. in Tenerife
threw a small party to mark
the opening of a new ware
house in the southern part of
the Spanish island. Its head
office and main warehouse
will continue to be located in
Santa Cruz in northern
Tenerife.
Canarias is managed by the
Heineken Export Group and
imports the Heineken,
Aguila, Buckler and Murphy's
Irish Stout brands into
Tenerife. Heineken is market
leader in the imported-beer
segment. The locals are fond
of Heineken Beer in particu
lar.
Heineken Canarias now
has at its disposal seven
trucks, two of which serve as
auto-ventas for on-the-spot
Ïsmen use portable term,-
nals, which are linked up to
a central computer through a
modem at the end of each
day.
Distribuciones Heineken
sales For invoicing, the
Hans Schutt, Formerly you used to see it
Product Quality Consultant mostly in the United States,
Heineken Export
but in recent years it s be
come an increasingly familiar sight in more and more
countries: a group of friends sitting around a bar-room
table with a big jug in the middle of the table from which
they pour each other a beer.
Well, by my nature I'm a man attracted by such a
gesture: sharing together, having fun together. But in this
case I'm in two minds about it. Of course, it's great fun to
have a big jug on the table and to pour out rounds of beer
for your friends. But it runs absolutely counter to the
work I do day in and day out: telling and teaching people
how to treat Heineken Beer properly, keeping a watch on
the beer's temperature, the supply of carbon dioxide
during dispensing and all the other aspects of good beer
practice. So, as you will have guessed, pouring out rounds
of beer from a jug goes against all the things that I tell
people.
Just let me sum up the drawbacks: the beer warms up
quickly, which doesn't do its taste any good. Another bad
thing for the taste is the extra loss of carbon dioxide. And,
lastly, possible taints caused by cooking smells and ciga
rette smoke can also have a negative effect on the taste of
the beer.
It seems that the phenomenon of the 'jug' is unstop
pable and I realise that I can't stand in its way. But surely
you'll allow me to refuse politely if someone offers to pour
me a Heineken Beer from a jug? Just look upon it as a mat
ter of professional honour.
Hans Schutt, Heineken's
beer treatment expert,
tells about his experiences
in the field' in each edition
of The World of Heineken.
