TRENDS
"Montreal is a city that embraces the latest fashions and
trends. It's a city where people enjoy life, while Toronto is
more businesslike, money-driven, conservative and status
oriented" is how John Kennedy describes the differences
between the two cities. John F. Kennedy ("yes, I do get a lot
of reactions to the name, but in my case the F stands for
Farrell") has been a Heineken employee since June last year.
He 'handles' Canada. On his business card it says Heineken
Canada Inc. and his post is that of director, co-ordinator,
watchdog, consultant, adviser, marketer and stimulator.
His employer is Heineken, he is located in the Toronto offi
ce of Molson, one of the two breweries that jointly domi
nate the market in Canada. Molson has had Heineken Beer
in its portfolio since 1992. Heineken Canada has a direct
link with Heineken USA and was in fact set up on the ini
tiative of Michael Foley, CEO of Heineken USA, who was
convinced that a hands-on approach was needed to foster
greater successes with Heineken in Canada. The close con
tact between Heineken Canada and Heineken USA also
applies to the approach to the Heineken brand. "There are
some differences, but we are very much on the same wave
length as Heineken USA in that we aim to create one single
image for Heineken in North America". John himself now
has an extra close link with Heineken USA as he reports to
lohn Kennedy with Dave Perkins, President of Molson Ontario
Atlantic Region.
Peter Dadzis, a fellow-countryman who has worked for
Heineken for many years all over the globe and who has
been with Heineken USA as Vice President Sales since the
beginning of 1999.
John Kennedy feels very much at home at Molson and
that is not surprising, as he worked for the Canadian
brewery for nine years in various commercial posts before
making the switch to Heineken. The formula has proved an
excellent choice, as sales of Heineken throughout Canada
have climbed strongly since John Kennedy started to direct
the operation. Both partners in the deal, Heineken and
Molson, are extremely satisfied with how the Heineken
brand is developing. Dave Perkins, President of Molson
Ontario Atlantic Region, describes the cooperation with
Heineken as a 'healthy, strong relationship'. "We feel that
what we do is more than represent Heineken in Canada. We
are proud of Heineken and in all layers of the organisation
people are taking it as a brand of their own.'
Molson has divided the Canadian beer market into three
regions: Quebec, Ontario and Western Canada. In each
region John Kennedy has a Molson marketing manager who
works as a Heineken brand manager to help him build up
the brand. For John Kennedy they serve as the key
managers who maintain contact with Molson's front-line
sales force and make sure that the course that has been
mapped out for the brand is followed. A course that is the
same for Heineken throughout Canada. But there are minor
variations in that approach.
During the Beer Festival in Montreal this lune Heineken was of course
also present with a stand.
QUEBEC
Don't be misled by the word province when we talk about
Quebec Province. To make an apt comparison: the whole of
France would fit four times in the province of Quebec. And
the vast expanse that is Canada is sixty times bigger than
France. Just like in the rest of Canada, the population of
Quebec is concentrated in the big cities of Quebec and
Montreal, close to the American border. Incidentally, eighty
per cent of the entire Canadian population live within a
strip roughly one hundred kilometres wide along the bor
der with the United States. The rest of Canada is an enor
mous territory of superb, untouched natural beauty.
Quebec is known for its harsh winters. Temperatures of
minus thirty Celsius and deep drifts of snow are no excep
tion. By contrast the summers are warm. When the snow
melts in April and the first signs of summer begin to
appear, the people go out on the streets. Restaurants open
up their outdoor terraces, bars are chock-full with custo
mers and people relish and enjoy the fine summer months.
The main destinations at weekends are the cottages: the
favourite leisure-time activity of very many Canadians.
Those cottages are mostly located at the many thousands
of lakes in Canada amidst all that unspoilt nature. Many a
weekend is spent there and so Friday afternoon means very
