HEINEKEN SIGNS CONTRACT
WITH DISTRIBUTOR FOR KAZAKHSTAN
Since 1993 Heineken Beer
has also been available in
the former Soviet Republic
of Kazakhstan. Ever since
the country became an
independent republic in
1990 the Kernhem Group
has been actively engaged in
trade between Kazakhstan
and the Netherlands.
The distribution of Heineken
has now expanded to
become the core activity of
the Kernhem Group.
Recently the links with
Kernhem were further
strengthened with the sign
ing of a distribution contract.
10
The signing of the contract. From left to right: Daniel Beisenov and Kuat Urazimanov of
Kernhem International BV, Diederik van den Biggelaar (Heineken Export). Geerlig Zonnenberg
(Kernhem International) and loost van Roon (Heineken Export).
The Hedeo ice stadium is one of the tourist
attractions in the winter months. Over the
next few months Heineken will be emphati
cally present in this winter sports resort.
The beer market in Kazakhstan is still
modest in size. Total consumption
amounts to 850,000 hectolitres a
year and per capita consumption is
five litres. In 1995 the import seg
ment accounted for only 2.5% of the
total beer market.
The Kernhem Group started on a
modest scale in 1993 and concentra
ted on the distribution of Heineken
beer in the capital Alma-Ata. Over
the years the distribution was steadi
ly expanded and Heineken Beer is
meanwhile available everywhere in
the country. In a number of places it
is even possible to enjoy a draught
Heineken. Two of Kernhem's employ
ees received special training under
the supervision of Hans Schutt, Pro
duct Quality Consultant of Heineken
Export. They were then given the
opportunity to take part in a trai-
neeship in Heineken Nederland's On-
Premise Services Department, so that
they could practise using the know-
how they had acquired.
MEDEO
One of the places where you can
drink a draught beer is the Medeo
ice-skating stadium, the setting in
which many a world speed-skating
record was broken in the past.
During the winter season the ice sta
dium forms part of a large winter
sports resort in which Heineken Beer
has an emphatic presence. In the
coming winter months promotions
will be used to boost the profile of
Heineken Beer further.
The cooperation with Kernhem
has become very intensive in recent
years. Sales volumes and investments
by both Heineken and Kernhem had
also reached such high levels that it
was decided to anchor the successful
relationship by signing an exclusivity
agreement. This has formed the basis
for a further expansion of distribu
tion and for vigorous efforts to achie
ve clear communication of the posi
tioning of Heineken Beer. This is al
ready being done via TV commer
cials, billboards in Alma-Ata city
centre and promotions in on premise
and off premise outlets.
PRESIDENT
Sometimes the distributor doesn't
need to lift a finger to add a new out
let to its customer base. This happe
ned to Kernhem when Kazakhstan's
president N.A. Nazarbayev performed
the official opening ceremony of the
prestigious Hotel Ankara. When asked
what he wanted to drink, the presi
dent did not hesitate for a moment
and ordered a Heineken Beer. Hotel
Ankara still did not have any Heine
ken on the premises, but a case was
soon supplied by a business contact.
As will be clear, Heineken Beer has
featured prominently on the hotel's
list of orders since that time.
