BEER CAN TRAVEL World of Heineken 41 winter 2009 Harry Werkman and his team must ensure that all the necessary paperwork for each sealed container is ready to be shown to US customs officials 24 hours before the ship that will carry it to the USA even docks in Rotterdam. "A great deal of information must be exchanged in a timely manner to ensure that there are no delays at the wharf," says Fred. In addition, the supply chain has been optimised to reduce costs and C02 emissions. For example, the Zoeterwoude brewery has a container-sharing arrangement with a nearby import company that ensures that trucks never travel with empty containers, effectively saving two truck trips for every container. "That translates to a substantial saving in costs and C02 emissions," says Fred. "In the case of the Hawaii supply chain, it means 600 containers a year, which translates to 1,200 truck journeys saved." As an acknowledged leader in sustainability, Heineken is always looking for ways to improve its performance in this area. In line with this, Heineken Netherlands will reduce the amount of road transport involved in the Hawaii supply chain substantially by the middle of 2010. Trucks will carry the containers from Zoeterwoude to wharfs on the Old Rhine river, where they will be loaded onto barges. The boats are capable of transporting 45 containers each, and each shipment represents several truckloads, with a fraction of the C02 emissions, says Fred. Once loaded in Rotterdam, the bottles cross the Atlantic. The actual route depends on the vessel's other destinations. After about 30 days at sea, the container of Heineken® is offloaded in Long Beach, near Los Angeles, in California. Planning for the Hawaii supply chain must take account of the fact that non-US ships may not carry cargo from one US port to another, explains Greg Sommer, Market Demand Manager responsible for Heineken North America. "The Heineken shipment will have been cleared by US Customs four days before it reaches port. On arrival, the container is transferred to a US ship for the week-long third leg of its journey from Long Beach to the harbour of Honolulu, the State Capital of Hawaii, on the island of Oahu. More recently, Heineken has started shipping directly to some of the outer Hawaiian islands as well. "Using this direct method, we also eliminate substantial savings in road transport costs and C02 emissions by having more than half of the beer effectively bypassing our California warehouse," says Greg. Extra shipments from HUSA's Long Beach warehouse are laid on to meet the growing demand, he adds. Refining the Hawaii supply chain by the addition of direct deliveries to the outer islands, rather than relying on a single point of delivery in Oahu has removed a lot of complexity from the equation, comments Brant Wutzl, Director of Supply Chain Management for HUSA's Central and West Regions. "Now, we can supply the larger islands directly with quantities determined by our Hawaiian distribution partner, Paradise Beverages." The ability to ship directly to the outer islands has also removed many of the challenges involved in supplying fresh beer to thirsty consumers in Hawaii, says Gregg Ramos, HUSA's Senior Director Supply Chain Management. "The more direct shipments have ensured that we can deliver fresh beer to consumers on all the islands." An important driver in the development of the supply chain has been the impressive growth of Heineken® in Hawaii, where the brand has seen an average year-on-year growth rate of around 17 per cent over the last decade. "Heineken® sells through very rapidly in Hawaii, so we had to further improve our delivery lead-times," says Greg. "Yes, Hawaii is a real jewel in the crown of our Dutch portfolio," says Edward Goh, Zone Director Pacific Northwest at HUSA. "With only 1.2 million people, Hawaii as

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2008 | | pagina 133