Heineken partners
with Air France/KLM and
Hilton Hotels
Brewery upgrade in Burundi
World of Heineken 37 Winter 2007/2008
ln December last year, Heineken announced a three-
year marketing partnership with Air France/KLM. At the
same time, the company announced that the Heineken
brand will now be the only beer served on board flights
operated by KLM and the majority of Air France flights.
Heineken beer will also be available in most of the
airlines' lounges.
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"Heineken is very happy to extend its relationship with
Air France/KLM and in doing so, extends its visibility to
the 73.5 million Air France/KLM annual passengers,"
says Greg Graves, Managing Director of the Heineken
Duty Free Travel Retail department. "Heineken has
already been the proud beer supplier to KLM for the
past 88 years".
Heineken has a leading position in the international
airline segment, with around 60 listings on airlines all
over the world. The partnership with Air France and
KLM is a natural extension of the strategy to reinforce
the brand's position as the world's most international
premium beer brand.
Heineken also announced an international agrement
with Hilton Hotels in December, with Heineken now
being stocked in hotel rooms around the world.
greg.graves@heineken.com
Heineken operates more than 115 breweries in more
than 65 countries across the globe and is continually
upgrading and improving the quality of its operations.
Brarudi, the company's local subsidiary in Burundi has
overhauled its operations in Bujumbura, on the sandy
shores of Tanganyika Lake in East Africa.
Brarudi has been the leading brewer in Burundi since
1955, with two breweries producing Amstel lager and
the local beer brand Primus. Brarudi completed its first
massive cross-functional upgrades in time to mark the
company's 50th anniversary. These upgrades include
the installation of new cooling and C02 lines and a new
packaging line in the country's capital, Bujumbura.
"We have increased our production output by almost
80 per cent over the past four years. Our annual
volumes went from 900,000 hectolitres to around
1.6 million hectolitres," says Bernard Eloy, Technical
Manager at Brarudi. "With the creation of the East
African Community free trade market, improvements
in production capacity and efficiency will be crucial. We
want to strengthen our position on the local market and
expand our exports into the neighbouring markets."
b-eloy@heineken.nl
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