Heineken City opens
Heineken brewed in Tunisia
World of Heineken 39 - winter 2008/2009
Early this October Heineken sold its first ever locally
brewed bottle of beer in the Mediterranean country of
Tunisia.
The beer was brewed and bottled this September at the
newly constructed brewery just outside the country's
capital of Tunis. Heineken® has rarely been available
until now.
The new brewery, which has an annual production
capacity of 200,000 hectolitres will brew a mainstream
brand Golden Brau, in addition to Heineken®.
On July 5, Heineken became the first international
brewer to open its own concept store.
The store, dubbed Heineken The City, spans six
buildings and two floors in the historic heart of
Amsterdam, the Dutch capital. The shop's opening,
which took place amidst massive media attention,
featured a fashion show hosted by Dutch designers,
including Daryl van Wouw.
Heineken The City sells Heineken® beer in several
unique packages. However, as Herwin van den Berg,
Marketing Manager for Heineken Netherlands, notes:
"Heineken The City is not a bar or café".
The City mainly sells lifestyle related products, such
as fashion apparel, exclusive merchandise, music
experiences, travel-packages, tickets to events and
much, much more. "It is a shopping experience that will
stimulate all the senses," says Herwin.
www.heinekenthecity.nl
Tunisia consumes approximately one million hectolitres
of beer annually, mainly in hotels and tourist resorts.
So far a local brand has a ninety per cent market share.
"With the distribution network we acquired through our
recent takeover of soft drink manufacturer SNBG and
our strong beer portfolio, we are now in a position to
put a serious dent in their market share," said Guillaume
Duverdier, General Manager of SONOBRA (Heineken
Tunisia).
Guillaume.Duverdier@Heineken.com
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