Spain
THE WORLD OF HEINEKEN
support us, they might lead to a restoration of respect for beer at
the table and then to an increase in consumption."
In Spain, too, the image of beer needs some improvement.
Although it has been brewed for centuries on the Iberian peninsula,
beer there carries the stigma of being a factory-made and
unsophisticated product. Just like in France, beer is also seen in
the wine country of Spain as a potential threat that might lead to
excessive alcohol consumption. "What an irony! A drink with such
a tradition, one that has been enjoyed by human beings for
millennia, reaching such levels of vulgarity," sighs Julio Cuesta,
PR manager of Fleineken Espana.
The diagnosis has been made, but what is the remedy? According
to Julio Cuesta, promoting people's respect for beer is at the top
of the list of priorities. This is being done by devoting attention
to the proper treatment of beer. La Cana Perfecta, or the
Perfect Draught, is a poster campaign that clearly illustrates how
beer should be handled and served. The campaign is also
communicated to visitors of the breweries of Heineken Espana.
Heineken Espana is also busy developing a Spanish variant of the
Irish Pub concept, in which a specific link is made to the beer brands
of Heineken Espana. "In Seville we have the Gambrinus theme
pub, where our brands are served together with a 'tapa', an
increasingly better-known element of our national cuisine. There
are already a number of Cervecerias Gambrinus in the country."
