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i^CERVEJA
POSITIVE IMAGE OF BEER
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Improving Quality in our Industry
Creating Beer
Ambassadors
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SCC initiated 'let's talk
about beer' to enhance
the image of beer and
support category growth
ith the theme 'let's
talk about beer',
and as part of a
wider programme to promote the beer
category, HEINEKEN's Sociedade Central
de Cervejas e Bebidas (SCC) in Portugal
organised two events. These events were
aimed at enhancing beer's image in order
to grow the category, improve beer culture
and deliver a positive story about beer.
The target audience was primarily those
involved in customer- and consumer-facing
roles. SCC employees from the marketing,
sales and distribution teams took part
alongside external stakeholders, including
representatives from the wholesale trade
and those who provide technical support
for draft equipment.
At each event, presentations were made
by notable beer ambassadors, including
a well-known Portuguese comedian; the
President of the Portuguese Association
of Nutritionists; a sustainability expert;
renowned chefs; and SCC Managing
Director, Alberto da Ponte. The topics
presented and discussed included beer
quality; innovation; ingredients and
naturalness; beer and health; responsible
drinking; and the contribution of beer to
the Portuguese economy. Alberto, also
currently President of the Brewers of
Europe, highlighted that Portugal exports
30% of its production, valued at €250
million a year, making it Europe's ninth
largest beer exporter. And of course, the
important role beer plays in promoting
sociability was a recurring theme.
The participants were organised into
groups and invited to engage all five
senses in an ingredients and naturalness
workshop. They also learned how to pour
the perfect draught beer and enjoyed a
beer-based menu. The 'let's talk about
beer' events received a phenomenal
response, with approximately 600 people
taking part, and the reaction from those
attending was very positive.
SCC is planning to follow up these
events with a new programme, the 'Beer
Academy', focusing on ensuring the
highest quality of beer at the point of sale.
The Academy is expected to prove popular
among those with a thirst for knowledge,
including the Portuguese Brewers
Association, which itself plans to develop a
campaign promoting the positive impact
of beer in society in 2012.
8 World of HEINEKEN Quarter 1 2012
