Heineken and Amstel, two important pillars of the Heineken group. In 1996
both brands together accounted for 24.8 million hectolitres, or some 35% of
the total number of hectolitres brewed under Heineken supervision in that
year.
HEINEKEN MUSK NIGHTS
During the summer of 1997, Heineken sponsored musi
cal events in Croatia, Serbia, Bosnia and Slovenia. A list
of the performances is shown on pages 6 and 7.
KAZAKHSTAN
In the former Soviet Republic of Kazakhstan, Heineken concluded a distri
bution contract with the Kernhem Group. Since 1990, Heineken has been
available in this huge country. The distribution of Heineken beer has now
become Kernhem's core business.
TAIWAN
At the end of the 1980s, Heineken de
scribed the Taiwanese beer market as
promising. In 1989, The World of
Heineken devoted much attention to
this new market. But were those opti
mistic expectations well-founded? Has
the market developed as predicted? It's
high time for a second visit.
BOYD AND
U.S. OPEN
Every picture tells a story. The U.S. Open seen
through the eyes of All Sport photojournalists, who
witnessed some exciting tennis matches and the
emergence of a surprising champion Australian
Patrick Rafter. Heineken was again one of the main
sponsors. A staggering 181 TV stations throughout
the world covered the U.S. Open.
BOYD
How do you go about introducing a new beer brand
in the United States? Well, you have Garrison Boyd
urge consumers to boycott this beer. Amstel's adver
tising campaign not only surprised America, but it
also won a lot of praise.
NOVEMBER 1997
The World of Heineken is published by Heineken Internationaal Beheer and is issued twice a year in English and French. If you have any suggestions or comments, please
send them to: Heineken Internationaal Beheer. Corporate Communication Department, P.O. Box 28,1000 AA Amsterdam.
editor Jan Kroese translations Alan Hemingway, Frans Andersson photography Pieter Boer (cover), All Sport, A&M Press and others design and production Obbes
Primowees lithography Repar Offsetvoorbereiding printing Drukkerij Haverlag print run 13,500 copies
Partial or full reproduction of articles or illustrations in this publication is only permitted with the publisher's explicit consent. 1997 Heineken Internationaal Beheer B.V.
