"It is crucial for us at
Heineken to advise and
inform our customers"
World of Heineken 38 - summer 2008
Like Finland, managers are hesitant to
invest large amounts of money in a closed
smoking area, worried these will ultimately be
prohibited by local council regulations. Others
remain uncertain about the rules concerning
the smoking ban, and have many questions
about the specifics of the new legislation.
"It is crucial for us as an international brewer
to advise and inform our customers as best
as we can about the potential impact and
scope of the ban on smoking in the on-trade
sector," says Hans Sjouke Koopal at Heineken
Nederland. "Our global network have allowed
us to research and examine the impact of
these bans in other countries, and to offer
advice on how our on-premise customers can
best adapt to the new landscape."
Ludovic Auvray from France Boissons agrees.
"We are encouraging our clients to create a
broader offering which includes meals, family
promotions, that type of thing. An outlet's
attractiveness is not solely dependant on its
facilities for smokers; its service and range of
offerings is of vital importance."
Local owners were "very negative" in the
lead-up to the introduction of the ban in Italy,
says Massimo Seripa, who operates the Old
Fashion Café in Milan, one of the city's hottest
nightspots. "They weren't only concerned
about the possible impact on consumption,
but also, and above all, about the obligation
to make people comply with this law," he says.
"We all feared that breaking the link between
alcohol and smoking would be a shock to the
Italian culture. Contrary to all expectations,
consumers have received the legislation very
well, and in the long-term, we've seen no
tangible negative impact on consumption."
remains an intrinsic part of the European
culture and in particular here in Ireland. It is
up to brewers and on-premise operators, to
continuously meet the demands of the ever-
changing marketplace. Let's make the most of
any opportunities to our mutual benefit in the
landscape of today."
Declan. Farmer@Heineken. ie
Sami.ASIKAINEN@hartwall.fi
lorenzo_vigano@heinekenitalia.it
ludovic.auvray@france-boissons.fr
H.S.Koopai@heineken.nl
"At the end of the day, it's about adapting to
the circumstances," concludes Declan Farmer.
"The smoking ban is in place and must be
accepted. However, the on-trade sector
