Local
Heineken offers international development
JUNE 2 O O 2
Preparations are currently under way to start brewing Heineken
Beer locally as from 2003 in the St. Petersburg brewery.
The experts from Heineken Technical Services have in any event
not encountered any insurmountable problems. The brewery is in
an excellent technical condition and they feel that only a few
modifications need to be made to the installations to make them
suitable for local production of Heineken.
Locally brewed Heineken will make the brand affordable for more
Russian consumers. That change calls for an adaptation of the
strategy for the Heineken brand and it will also require a different
role on the part of the staff of the Heineken Export Office in
Moscow. During 2002 all parties involved will be concentrating on
structuring the integration process between Bravo International
and the Heineken Export Office in Moscow. Everyone is convinced
that the benefits of the integration will soon start to show.
The acquisition by Heineken was greeted with approval by the management of
Bravo International. Many feel that the input of Heineken offers a possibility
for international development. "Heineken will give us the chance to take part
in education and training programmes," says Nikita Shumilin. And, adds
Technical Director Ragnar Tryggvason: "It made me feel proud when I heard
that Heineken had taken us over. It proves we did a good job, because I know
that Heineken doesn't buy bad things."
Amongst the people in the brewery's production department, however, there
were a few questions in the early stages. Uncertainty about the future was
quickly eliminated by Heineken Board member jean Francois van Boxmeer.
He travelled to St. Petersburg and explained to the personnel what strategy
Heineken was pursuing for the future and the role that Bravo International
had to play in that future. "That presentation was really appreciated by the
personnel and it also reassured them," says Victor Pyatko. In his eyes
Heineken was the ideal partner from the start. "Their training and education
facilities are very good. We have been in existence since 1994 and now we
have enough financial resources to offer training in business schools. That is a
great advantage."
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