'Day of Giving' in USA 4-
King of Spain
opens brewery
World ofHeineken 39 - winter 2008/2009
0n July 24, more than 100 Heineken USA employees
came together for a day of community service in their
head office of Westchester, NY.
Led by Heineken USA President Don Blaustein, some
employees spent a day at a food bank packaging food
for the homeless, while others brought smiles and
conversation to elderly residents of a local nursing
home.
This "Day of Giving" was part of the "Heineken USA
Cares" initiative. A programme consisting of volunteer-
work, employee and company donations to non-profit
organisations through which Heineken USA gives back
to the community.
July 24 was dubbed "Share the Good Day," playing on
the advertising tagline for Heineken Premium Light and
the brand's aim to sample a million new consumers this
year.
Dtearno@Heinekenusa.com
On October 22, HRM Don Juan Carlos, the King of Spain,
officially opened the new Heineken brewery in Seville.
The King was shown around the greenfield brewery
by the Managing Director of Heineken Espana, Carlos
de Jaureguizar and Heineken Espaha's Supply Chain
Director, Enrique Fernandez Haya. After his tour, the
King unveiled a plaque commemorating his visit to the
brewery.
Charlene de Carvalho-Heineken, Michel de Carvalho,
Jean-Frangois van Boxmeer and René Hooft Graafland
also attended the ceremony.
The project to build the new brewery, located just
seven kilometres away from the old brewery site in
the centre of Seville, was nicknamed 'Jumbo', due to
its massive dimensions. It has been operational since
March this year and has an annual brewing capacity of
5 million hectolitres.
Claudia.Guardiola@Heineken.es
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