QlM 1 Heineken AMSTEL BACK IN LEBANON HEINEKEN INTERNATIONAL BUSINESS COURSE REDESIGNED THE SPIRIT OF MARDI GRAS Lebanon will be one of the few export mar kets which aims to capture a large share of the market by managing a broad portfolio: Heineken, Amstel and Murphy's. The three brands are imported by multi-sourcing. The huge advertising campaign for Amstel, launched on billboards and radio, has a spe cial friendship theme: AMSTEL... Ya Ma'alem. This commonly used Arabic expression, primarily used as a positive response to a happy reaction, also means 'you expert you teacher', as in wise person and a person who knows which beer to choose. Amstel is back in Lebanon. The Amstel brand has been added to the export portfolio. The option for this introduction became feasible due to the termination of the licence between Heineken and the local Almaza brewery. In April 2001, the first Amstel container arrived in Lebanon. The introduction of Amstel in Lebanon is an historical moment for the Lebanese distribu tors, the Bocti family, who have been one of the most committed Heineken distributors since 1974. Due to this special introduction, From left to right: Lieven van der Borght, International Marketing Manager Amstel, Gabriel Bocti, President Gabriel Bocti S.A.L., Selim Bocti, Vice President Gabriel Bocti S.A.L and Bart Merkus, Area Export Manager To ensure that the HIBC continues to serve as a professional selection and recruitment tool capable of attracting international students, Corporate Career Development has redesigned the programme. The three- day course is now interactive and provides a learning experience focused on career development, intercultural management and networking with international managers and formal HIBC participants. Through HIBC Heineken has the opportunity to assess candidates for a management career. The added value for participants is that they are given a development plan that allows them to build further on their personal strengths, and that they can improve their less developed skill areas. For more infor mation, please visit the website www.hibc.heineken.com. Nicoletta Nutrito, a former HIBC participant and currently working as a Technical Trainee in Heineken Italy Heineken USA, the innovator in imported beer packaging and the creator of the Heineken Keg Can, has delivered from the beginning of 2001, the fun and excitement of Mardi Gras and New Orleans' Bourbon Street directly into the hands of Heineken consumers. In celebration of Mardi Gras 2001, Heineken has introduced 45,000 cases of a new, specially designed Mardi Gras 160z can, giving retailers across the United States a unique opportunity to attract cus tomer attention. "As cans are the preferred package for on-the-go occasions, the new Heineken Mardi Gras can is a unique way for people to make Heineken a part of their Mardi Gras celebrations," explains Steve Davis, Senior Vice President of Marketing at Heineken USA. "Inventive Packaging alternatives, such as the popular Heineken 'Keg Can', are effective ways to reach consumers and help them celebrate special occasions throughout the year." "O

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World of Heineken | 2001 | | pagina 39