THE WORLD OF HEINEKEN
shelf space management plan as a service. "In the US the selling
of shelf space is not permitted. So, A-B offers to supply such a
shelf space plan and, of course, they reserve a lot of space for
their own products. The challenge facing us is to make it clear to
customers that they need to use the shelf space for Heineken and
Amstel Light."
The Heineken twelve-pack is doing exceptionally well in this sales
channel. "It really is the preferred package for Heineken in this
segment and is outselling the six-pack. Still there is a lot to gain,
because there are still convenience stores that only sell six-packs.
It is our challenge to further increase the distribution of the twelve-
pack." Another successful packaging format is the 24 ounce keg can,
a bigger version of the enormously successful 12 ounce keg-shaped
can. The 24 ounce keg cans are sold singly from the chilled cabinet.
Does the sale of alcoholic beverages fit in with the drinking
driving policy? "About ten years ago pressure groups were quite
harsh in their criticism of the oil companies, but today anti-alcohol
interests are focusing on other areas. It's clear that convenience
and petroleum retailers have accepted their responsibility and are
ensuring that their personnel take part in all sorts of awareness
training programs. They are also self-regulatory. By law you have
to be twenty-one years old to buy beer. If the customer is unable
to produce an ID card, then the rule is that the minimum age for
buying beer is increased to thirty years. And you mustn't forget
that an automobile in the United States is much more essential to
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