...towards restoring the good
name of beer in France
For Brasseries Heineken it was clear that something had to be
done to improve the image of beer. Getting beer onto the table in
the big restaurants, alongside wine - that was the challenge for
Brasseries Heineken. The Communication Department launched
the programme Bière a Table (beer at the table) to attract the
attention of the media. Several times a year a press information
pack is sent out, focusing on various themes, such as Christmas,
beer and seafood, beer and the female consumer, etc.
But words alone are not enough; proof has to be provided that
beers deserve to form part of a gastronomic meal, feels
Brasseries Heineken. All specialised journalists in France are
frequently invited to sample the meals for themselves. "In this
way we contribute towards restoring the good name of beer in
France," says Corinne Goff, Communication Director of Brasseries
Heineken. "By focusing specifically on women, who are always
curious about new developments on the culinary scene, we are
gaining a clientele who to date had not been won over for beer.
These are all small-scale results but in due course, if the media
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