si
430^
Rob Marijnen, General
Manager of Heineken Hong
Kong - China, presented the
Outstanding Achievement
Award at the beginning of
1997 to Mr Cheung, director
of Yingzhihui Industrial Co.,
28
Heineken has started a new
era in Australia. An agree
ment between Guinness
Australasia and Carlton
United Breweries means that
marketing of the Heineken
brand in Australia is now
handled by Guinness
Australasia and distribution
and sales by Carlton.
The first event under this
new agreement was the
Heineken Classic golf tourna
ment which was held early
February in the Vines Resort
near Perth in Western
Australia. Over the years the
Heineken Classic has grown
to become one of the world's
leading golf tournaments,
attracting major names each
year. This year's contestants
included Fred Couples, Ian
Woosnam, Colin Montgom-
erie, John Daley, Frank Nobilo
and Ernie Els. The tourna
ment was played under
the Heineken distributor in
Shenzhen. He received the
award in recognition of his
dedication in introducing
Heineken Beer in Shenzhen.
Yingzhihui Industrial
Company was appointed
Heineken distributor in
Shenzhen in 1994. With the
aid of a staff of five and one
small truck efforts were
made to put Heineken Beer
on the market. Heineken was
still unknown in Shenzhen at
that time, but everyone was
convinced of the possibilities
for Heineken in this modern
city with its population of
millions.
In the initial period the
distributor certainly did not
find it easy to place Heineken
in Shenzhen's on premise
outlets. At first the owners of
the outlets were reluctant to
accept the product; the pre
mium segment was still not
developed. But, thanks to the
effort and dedication of Mr
Cheung and his personnel,
supported by Philip Chung of
extreme weather conditions sional Miguel Angel Martin,
(the temperature on the third At 15 under par, Martin
day rose to 45°C) and was finished just ahead of the
won by the Spanish profes- favourite Fred Couples.
Heineken Hong Kong, a
customer base was gradually
built up amongst the A and B
category outlets. This is pre
cisely the segment of the
Chinese on premise in which
Heineken aims to build a
market presence.
OFFICE
One year after the intro
duction sales of Heineken
Beer in Shenzhen had climb
ed to 20,000 cases per
month. Heineken Hong Kong
therefore realised that it was
essential to set up its own
office in Shenzhen and pro
vide further support for the
distribution activities in the
city. At the end of 1995
Heineken Shenzhen was
opened. Casey Wong heads
the office and is working
together closely with the
Yingzhihui Industrial
Company to expand
Heineken Beer sales further.
Today, the former small dis
tribution firm has grown
into a company with 62 per
sonnel, seven trucks and
several warehouses. Sales of
Heineken Beer increased
strongly again in 1996,
whilst the launch of the 65 cl
bottle in China is expected to
bring further steady growth
in 1997.
During the speech he gave at
the presentation ceremony,
Rob Marijnen emphasised
the role that Yingzhihui has
played in Heineken's success.
"It proves that the clear
vision of the entrepreneur
Mr Cheung combined with a
devoted group of employees
leads to a Heineken success
story. Through your efforts
we were able to create an
important market share in
the Shenzhen area and act as
a model for future expansion
in China."
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