This year, Heineken and the
family firm of Lewis Stagnetto
Ltd in Gibraltar celebrate a
partnership that has lasted over
50 years.
World of Heineken 38 - summer 2008
The Stagnettos celebrate
50 years with Heineken
the Gibraltar packaged beer market, but this
wasn't always the case. The partnership in
Gibraltar started half a century ago when the
first contract was signed by Freddy Heineken
and the brothers Lewis, Albert and Maurice
Stagnetto. At the time, Heineken® was selling
only around 300 cases a year through a
distributor who didn't believe the market
would take off, says Martijn van Keulen, Global
Account Manager Duty Free in Amsterdam.
"But since then, the Stagnettos have
been responsible for growing the brand
phenomenally, so that it now has a good, solid
presence in both on and off premise," says
Martijn. "In Gibraltar, Heineken® is popular
both among tourists and locals.
Gibraltar has always been an important
strategic market for Heineken, says Martijn.
"Obviously, it is not one our largest markets.
Gibraltar's significance lies in the fact that
it receives seven million tourists a year,
which effectively gives the territory global
significance. Locals also feel an affinity with
Heineken®. All of this makes the Rock a
unique market."
Heineken® now has a high degree of visibility
in the Gibraltar market, through the efforts
of the Stagnetto family over fifty years.
"We're planning to hold a big party to
celebrate our long and fruitful partnership
with Heineken," says Maurice Stagnetto Jr, who
together with Albert F.Stagnetto owns the well-
known distributor. "The people of Gibraltar
have supported us and Heineken for all these
years, and we want to give something back."
Lucky local residents will each receive a gift.
There will also be a gala dinner for a range of
dignitaries followed by a concert
"We're proud to be associated with Heineken
for so many years," says Maurice. "I've worked
with around ten area managers from the
company now, and they've all been fantastic.
Our link with Heineken people is based both on
personal affinity and on getting things done.
They put in as much work as we do."
The firm of Lewis Stagnetto Limited has
been a fixture on "the Rock", as Gibraltar is
known, since it was founded in 1870 as a cigar
and tobacco manufacturer, importer and
distributor. Originally from Genoa, in Italy, the
family's fortunes have continued to prosper.
Maurice Stagnetto Jr, now 39, is the fourth
generation to help in running the business
along with his cousins Albert Jr and Peter.
Heineken® occupies a number one position in
