Evolution
cultural settings differ per country. For instance in Taiwan techno,
a specific style of dance music, is extremely popular. Heineken
Taiwan therefore made some minor adjustments to the concept.
Linda Berkel: "Before we launch a series of Thirst events we hold
discussions with the participating countries, select the DJs who fit
in best within that specific market and then we draw up the tour
schedule. In the Heineken brand teams in all those countries we
have many young people, and they know what the fans in their
local dance scene want and so they adapt their Thirst activities to
meet those preferences."
Looking back at two Thirst tours, Freek and Linda are pleased to
note that 'the mix of the best and freshest ingredients' has brought
excellent results. A great many new talents have enjoyed a break
through and, thanks to the cooperation with DJs of international
renown, such as Paul Oakenfield, Pete Tong and DJ Tiësto,
Heineken has built a strong reputation as a supporter of dance
music.
And yet the two also have some critical remarks when they look
back on the first two editions of Thirst. "Now that we have
completed two world tours the question we need to ask ourselves
is: 'Are we still innovative and stimulating enough?' Our conclusion
is that in the first two years the elements of surprising and
