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.