Area Export Manager Helene Weesie
is responsible for the countries that
made up the former Federal Republic
of Yugoslavia. She sees opportunities
for Heineken in the Balkans, particu
larly in Croatia and Serbia, 'Croatia
has a stable beer market in which 3.2
million hectolitres are consumed an
nually. Per-capita beer consumption
is 64 litres. Although competition is
fierce, Heineken has established
itself in Croatia as the most impor
tant imported beer. Serbia is reason
ably stable from a political point of
view, but the economy is not doing
particularly well because of the long
standing international boycott.'
'Slovenia is faring much better
and is oriented towards the West.
But the country has a population of
only 2 million, and Heineken has to
compete with two popular local
brands.' Helene Weesie finds it diffi
cult to make any predictions about
Bosnia, where the political situation
remains very sensitive. 'At the
moment, Heineken is doing well in
Bosnia, but no one knows what the
future will bring.'
HEINEKEN MUSIC NIGHTS
Back to the music: one of the means
of communication used to convey
Heineken's basic values to the consu
mer in these countries. In June,
Heineken sponsored a rock concert
venues, in cooperation with pub
owners. Last summer, for example,
the latin jazz band Cubismo toured
Croatia and Slovenia. The tour was
sponsored by the Heineken distribu
tors Krolo, NIPA and GEN in Croatia
and GAMA in Slovenia, which had
asked the most popular Heineken
outlets to act as hosts. The distribu
tors adorned the various outlets with
Heineken material. Another pop con
cert sponsored by Heineken is taking
place in Zagreb in December: Fiju
Briju - Croatian for walking and
chatting.
POSITIVE
Fiju Briju was also the name of the
first postwar pop concert to be held
in the Bosnian capital, Sarajevo, at
the end of June. 'That concert created
much goodwill towards Heineken
and generated a lot of publicity,' con
cludes Weesie.
In the Bosnian town of Tuzla,
some 8,000 people attended the
Heineken Music Nights: Relax and
Party!, which featured a number of
excellent bands. The organisers of
Fiju Briju and the Relax and Party
festival received assistance from
Heineken distributor Stanic and
Heineken's Advertising Services
Department (ASD) in the Nether
lands. ASD helped organise all large-
scale concerts in the former Yugo
slavia and provided mobile bars. Ben
Weiman and Ton van Stek, technical
specialists with ASD, set up the bars
and maintained a steady supply of
draught beer.
Finally, Yugoslavia. In its capital,
Belgrade, Heineken distributor Kane
organises many musical activities,
including Heineken Music Nights at
the Hyatt Regency Hotel. Between
March and December 1997, Kane is
staging a weekly event in this inter
national hotel.
entitled Zagreb Burning in a football
stadium in Croatia. Heineken distri
butor NIPA decorated the stadium
with promotional material and sold
Heineken beer. A two-day festival cal
led Heineken Music Nights was held
in Novigrad on the Istrian Peninsula
in July. The successful event was
aimed at people aged between 25
and 35. The performers included
Myriam Makeba.
In addition to large-scale events,
the three distributors in Croatia also
organise performances at smaller
