beer Handling
^sstmtoriseto°iS d,sropted,
h'8h and °f
Hans L w
Han* Schutt, iWelcen's
te7 Ktreatment exPe".
tells about his experiences
o'f Th 6 ^e'd in eaCh edition
of The World of Heineken.
Part 3
Hans Schutt
Product quality Consultant
Heineken Export
"Just look here, this beer is
^t!"SOmewhat ^dignant.
^ed™ his glass of beer*eUhe.]™ltor in the bar
said. "No, and that's the problem Th' anythlng-1
And for him the immediate conri 8 n° bubbJesl"
something „«.„g w* that t6ere
to put him right: a glass of L But 1 felt b°und
hubbies does not automatical C3rb°n dioxida
Carbon dioxide is dissolved as T" the bee"s flat,
an unstable situation, which is dT Öeer' That is
tiniest of changes. At the exact by even the
balance between carbon diorid T that delicata
sae that the beer in it d
dioxide bubbles. °6S n0t release any carbon
Personally I prefer not fo
negative effect; the beer tends to n* bUbWeS have 3
the carbon dioxide escapes frnm g° faster because
the average consumer expects to' 35 ma*
bles tn his glass of beer. For h Carb°n dioxide bnb-
something refreshing. bubbJes represent
The manufacturers of rh-,™
Iy t0 this. They know that ST reSp°nded clever-
champagne and bubbles are C°nSUmer's Perception
supply their bo«IeS Tf link8d S°
free glasses in which extrem i mer comPlete with
been artificially created. ,rreS^rities have
So if you are served a glass nf w
carbon dioxide bubbles are fizri b3r 3nd the
still have a superb ouahtt u 7 °f S'as!-
been served in a glass «nth „uit. I 0ne that has
b'tber that, or it, a cha^e sta'
Several months ago Tahiti
was again the venue of the
International Race of
Heineken Canoeing. Top
canoeists from Europe, Africa
and the Pacific travelled to
Tahiti to take part in the sea-
canoeing race over a dis
tance of fifty kilometres.
Just as in previous years,
the race was organised by
Heineken distributor Kim Fa,
in cooperation with the
Canoeing Club Tamarii
Punaruu. The Heineken Race
is the most important event
in Kim Fa's sponsoring
strategy for promoting the
growth of Heineken.
"It contributes to the
dynamic image of the brand
and to its position as the
first international brand on
the Polynesian market, right
behind the local brand
Hinano. Heineken is particu
larly appreciated by young
adults".
First to cross the
finishing line was the
Australian Dean Gardiner,
who completed the trip in
slightly less than four hours.
Last year's winner, the South
African Herman Chalupsky,
described the Heineken
Tahiti Race as 'the most
beautiful one in the world'.
ISLANDS
At the moment Heineken
Beer can be found almost
everywhere in the archipela
go of French Polynesia: some
two hundred islands scatter
ed across an area the size of
Europe. Kim Fa distributes
Heineken Beer from Papeete,
the capital of Tahiti.
The family-owned business
is today headed by Wiwine
Liu Sing, the daughter of Kim
Fa's founder Lisfa Liu Sing.
He started out in 1964 by
importing several dozens of
cases of Heineken Beer per
month from the Netherlands.
In the meantime Heineken
Beer is brewed locally by
Brasserie de Tahiti. The beer
market has a volume of
153,000 hi and is dominated
by Hinano, a brand of
Brasserie de Tahiti. Heineken
has a market share of 16%,
making it the second biggest
beer brand in French
Polynesia
29
