210 YEARS OF BREWING HISTORY
AS THE RAIN KEPT
FALLING, THE HEINEKEN
KEPT POURING AT THE
DUBAI RUGBY SEVENS
the fizz
THE HEINEKEN
LONG NECK GETS
(DUTCH) STAMP
OF APPROVAL
V_
HEINEKEN RUSSIA'S BEER MUSEUM:
THE WORLD OF HEINEKEN
The Heineken Long Neck bottle has been
included in a special series of traditional Dutch
icons appearing on postage stamps in the
Netherlands, called the "Ten for Holland" series.
This classic Heineken bottle has been included in
the 2007 stamp series along with nine other
traditional symbols of Dutch culture - among
them a bicycle and a tulip - recognised as an
inseparable part of Netherlands society.
The stamps, which have a value of 44 euro
cents, are now in use in Holland and can be used
for postage around the world.
A capacity crowd of around 70,000 packed
the stands of the Dubai Exiles rugby
ground last November as fans from across
the United Arab Emirates gathered for the
three day 2006 Dubai Rugby Sevens.
The Gulf region's biggest annual
sporting event, the Dubai Rugby Sevens
features over 2,000 world-class players
participating in top quality international
rugby. As an official sponsor of the event,
Heineken was highly prominent at all matches,
creating a complete hospitality experience for
500 corporate guests. The experience
included a chill-out zone and dining area with
Heineken on tap and in aluminium bottles for
all guests over the age of 21.
In the Rugby Village (one of the highlights
of the event), all fans had access to the newly
designed, fully branded Heineken bars.
Heineken has a long standing association
with rugby, having supported various seven-a
side events in Amsterdam, Japan, Ireland,
Singapore and Hong Kong, as well as
sponsoring the Rugby World Cup, which will
again be held in October this year.
In the Middle East, Heineken is marketed
by Dubai based Sirocco FZCO, which provides
a one-stop service for the regional marketing
of premium beer brands - including Almaza®,
Amstel Pulse®, Amstel®, Heineken®, and
Tiger®.
Russia has a long and rich history of brewing
beer, despite its world-famous thirst for vodka.
Industrial brewing began in 1795 with the
foundation of the first brewery in Saint-
Petersburg, now called the Stepan Razin Brewery,
acquired by Heineken in 2005.
Stepan Razin is the oldest brewer in Russia, in
1818 becoming the official beer supplier to the
Emperor's court. At the beginning of the 20th
century, the brewer was the biggest beer
producer in the Russian Empire.
In 1995, Stepan Razin opened a special beer
museum, marking the 200th anniversary of the
brewery. Featuring more than 600 exhibits, the
museum offers a detailed exploration of the
history of brewing, both in Russia and around the
world.
Artefacts such as a duplicate miniature of an
ancient Egyptian brew-house, an old-fashioned
millstone used for malt mashing, as well as other
items used in the process of traditional brewing
are just some of the highlights of a tour through
the beer museum. The museum also offers
information about contemporary achievements
and modern technologies in Russian brewing, as
well as owning a unique collection of glass
bottles.
Currently undergoing significant renovations,
the Stepan Razin beer museum is set to re-open
its doors later this Spring.
