AMERICA THE WORLD'S BIGGEST LIVE 'MASH-UP' CONCERT
>ORTS HEALTH CARE AND FARMING
SPAIN HEINEKEN SKI RESORT
creative new music platform where both new and
established artists come together to express their
own progressive mindset through genre-defying
collaborations. Heineken's goal was to create an
event that blends diversity and community and
sets, as well as combine talents to create unique, encourages a progressive approach to life."
on-the-spot collaborations. In addition to the main concert stage,
"Amsterjam was the most ambitious music Amsterjam featured a Green Light District with a
undertaking yet for Heineken and part of our second performance stage, an MSN interactive
continuing effort to bring the latest and greatest music tent and an international food court. All
music experiences to people," said Andy Glaser, 30,000 attendees walked away with a truly
Brand Director for Heineken USA. "Amsterjam is a incomparable Heineken experience
Heineken USA this summer rocked New York City
with Amsterjam, a pioneering live music 'mash-up'
concert—the biggest event of its kind in the world.
Big-name artists such as the Red Hot Chili
Peppers, Snoop Dogg, Garbage and Wyclef Jean
performed 'mash-up' sessions live on stage at
this sold-out event on Randall's Island Park near
Manhattan.
'Mash-Ups' are the latest phenomenon in
underground music, where major artists from
distinctly different musical genres (such as rap,
rock, pop, funk and dance) perform their own
Heineken's Corporate Social Responsibility activities in Nigeria were
featured as part of a series of documentaries aired on Dutch television in
August this year. The programmes drew attention to multinational
companies who conduct social responsibility projects in the countries where
they are operating, one focusing specifically on Heineken's health care
programme for Nigerian employees and their families, as well as the
sorghum farming initiative. Victor Famuyibo, Project Manager Corporate
Social Responsibility, Region Africa Middle East, travelled to Nigeria
together with Heineken International's Senior Press Officer, Group
Corporate Relations Véronique Schyns, to assist the Dutch TV crew in the
filming of the documentary.
Since 1946, Heineken has operated Nigerian Breweries, the nation's largest
brewing company. As part of its vision to enrich the lives of those living in
the communities among which it operates, Heineken provides free health
care services to all Nigerian Breweries' employees and their families, and
supports valuable training and education of local sorghum farmers.
Sorghum is a local cash crop important to Nigerian farmers and a key
ingredient in the local beer brewing process. "Heineken cooperates with
local NGOs [non-governmental organisations]," says Famuyibo, "to assist
farmers in the north of Nigeria with seed breeding, seed multiplication and
the cultivation of sorghum. In this way, the farmers learn the skills and
techniques needed to produce the highest yielding crop of the highest
possible quality. We also help to set up farmers' cooperatives and teach
them basic food preservation techniques. All this is done with the
guarantee that Heineken will purchase the sorghum the farmers produce."
Heineken Espana has signed an agreement to build three new-concept
hospitality outlets in the Parque de Nieve, Spain's only indoor snow and ski
centre, at the Xanadu shopping centre in Madrid. The Parque de Nieve
indoor snow and ski centre is part of the Madrid Xanadu retail complex,
with more than two hundred shops, go-cart tracks, fifteen movie screens
and a mini theme park.
Together with property developer The Mills Corporation and resort
operator Intrawest, Heineken will contribute to a €3.5 million investment to
renovate and construct the new facilities in the Spanish capital city.
Heineken operates more than 450 on-trade establishments in Spain, and
will manage the restaurant and concession facilities in Parque de Nieve.
Heineken will renovate the existing space in order to increase direct views
of the indoor snow dome and will launch three concept bars: Amsteleria,
Temple Bar Restaurant and Bood Bar.
Amsteleria will feature Amstel beer taps on every table. The Temple Bar
Restaurant will offer customers food, live music, trivia contests and other
activities. Bood Bar will be decorated with a mountain climbing theme.
"Heineken's outlets in the Xanadu complex represent a step forward in
developing a prestigious presence for our beer products in key recreational
and commercial areas in Spain," says Julio Cuesta, Corporate Affairs
Director for Heineken Espana. "Thus, our beer brands continue to be
protagonists in state-of-the-art and innovative hospitality facilities."
Construction of the three concept outlets is expected to be complete by
the end of November 2005.
