BOTTLE
HEINEKEN IN T
E
British cider manufacturer
Bulmer is to market locally
brewed Amstel in the U.K.
The relevant contracts were
signed several months ago
(see photo). Amstel is not
brewed and bottled by
Bulmer itself but by Ushers
of Trowbridge under
Bulmer's supervision. The
cider manufacturer is han
dling the distribution, sales
and marketing of Amstel.
The contract was signed by
Tim Furse (right),
Commercial Director of
Bulmer, and Alle Ypma,
Regional Director of
Heineken.
Heineken Beer in the 65 cl
bottle was introduced at the
end of 1996 in the four
major Chinese cities of
Beijing, Shanghai,
Guangzhou and Shenzhen.
According to the Heineken
export managers, sales of
this pack format in China are
highly promising.
The big bottle proved
especially popular in the cos
mopolitan city of Shanghai.
Sales in the more up-market
Chinese restaurants were a
particular success. Chinese
like to pour each other
drinks from a big bottle
whilst dining and Heineken
is meeting that wish with
the new pack format.
Heineken is one of the main
sponsors of Davis Cup tennis
as from this year. Over the
past two years Heineken was
a sub-sponsor. The new con
tract, which runs runs until
the end of the year 2001,
also offers Heineken a much
higher visibility in signage.
Anneke Ubbink, whose
responsibilities as Internatio
nal Sponsorship Manager
also include tennis sponsor
ships, explains why she is
happy with the new con
tract: "Heineken was very
pleased to take over the
main sponsor role from Boss,
as we see the Davis Cup as
an event which is an excel
lent fit with the Heineken
brand. The fact that 124
countries participate makes
the Davis Cup a truly world
wide event that dovetails
well with the international
character of Heineken. Top
flight Davis Cup matches
also offer the thrill of watch- nations compete against
ing the world's best tennis each other."
