VAN DER MINNE
For nine years Frans van der Minne has been in charge
of the Heineken Export Group. He opened many export
offices under the motto 'know your market'. His policy
has borne fruit and Van der Minne now looks back with
satisfaction at what has been achieved.
GHANA
Ghana Breweries is the result of a merger
between two breweries in this West African
country. We talk about the new structure,
the aspects involved in the merger and the
future challenges.
DRAUGHT BEER
Cost control, exchange of know-how, and innova
tions. Those are the key pillars for the recently esta
blished Draught Beer Competence Centre. Former
Area Export Manager Huub Maas explains exactly
what the work of the new organisation will be.
Heineken USA has substantially boosted its marketing efforts for
the final year of this millennium. The business now has momen
tum, says its CEO Michael Foley. And you have to make hay while
the sun shines.
11B fTB f7?3
MAY 1999
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 printing Drukkerij Haverlag print run 15,000 copies
Partial or full reproduction of articles or illustrations in this publication is only permitted with the publisher's explicit consent. 1999 Heineken Internationaal Beheer B.V.
SOUTH AFRICA
Since the end of last year
Heineken South Africa has been
operational: a joint venture
between Heineken and South
African Breweries. The aim of the
joint venture: to raise sales of
Heineken to a level that will
allow a changeover to local pro
duction. The World of Heineken
visits a nation full of contrasts.
