AMSTEL AND FOOTBALL The new season of the UEFA Champions League is meanwhile well under way. We take a brief look back at last season's UEFA Champions League final in Amsterdam, where Juventus and Real Madrid competed for the top honour. Amstel used the final to generate substantial publicity for the brand. PUBS The demand for Irish pubs continues to grow. To meet this need Murphy's has developed the Murphy's Pubs of Ireland concept. In principle this concept allows inves tors to open their own Irish pub, complete with Irish bar staff, live Irish music and food, within twelve weeks. BULGARIA Fast runners do not always run into a dead end. Former Bulgarian sprinter Iavor Todorov came into contact with the Netherlands and with Heineken. He became the Heineken importer for Bulgaria and speedily built up a strong position for Heineken Beer. But sometimes you have to run against a headwind. The economic crisis came as a hard blow. Our feature article on Bulgaria tells you how he overcame that crisis and how he sees the future. MILLENNIUM Most businesses in the world are now trying to tackle the question: "Are our computers and other systems ready for the Year 2000?" Internally Heineken Export have got everything under control. Now they are also trying to convince suppliers, importers, agents and distributors that modifications to their systems are an absolute must. SCHIPHOL Since last year Amsterdam's Schiphol Airport has been the home base of Heineken Export. So hard work has been done to raise the Heineken profile and image at this major airport. Photographer Pieter Boer spent a day at Schiphol capturing the Heineken atmosphere. OCTOBER 1998 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 photography Pieter Boer (cover), ErikKuck, A&M Press, Allsport, and others design and production Ilper/O&P lithography Repar Offsetvoorbereiding printin6 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. 1998 Heineken Internationaal Beheer B.V.

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World of Heineken | 1998 | | pagina 2