World of Heineken 08 09

Transcription

38
39
Winter
Summer
2008/2009
2008
Festive spirit in a bottle
Celebrating winter beers
The Quiet Achiever
An interview with Heineken Prize winning
scientist Bert Brunekreef
James Bond
An insider's view into the making of the
James Bond commercial
contents
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Cover image:
The holiday season is a time for enjoying the
company of friends and family. Winter beers
such as those from Brau Union Austria, make a
perfect fit with the festive season.
2/5 NE WS At The Olympics: Holland Heineken House
PdaMqeap=_dearan
Extra Cold Tours Europe
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Heineken City opens for business
New Brewery opens In Tunisia
New Caledonia Music Festival
Heineken Supports the Zurich Street Parade
Heineken USA celebrates Day of Giving
King of Spain opens Seville Brewery
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Winter 2008/2009
World of Heineken is published
twice a year by Heineken,
8/11 ' tI S TH E SE A SON: h o li day B EER S
12/17 B EER CAN TR AVEL: SI N GAP O R E
20/25 H EI NEKEN PR IZE Awar d s 20 0 9
28/35 BUSI NESS TALK Business numbers
Group Corporate Relations,
and is distributed worldwide to
The Credit Crisis and Heineken’s partners
How to get draught beer right
Bumper grain harvest in Europe
Burundi releases first ever sustainability report
Global campaign for Responsible Consumption
Brewers of Europe meet with EC President
the company’s trade partners,
on-premise business contacts,
regulators and the media. Partial
or full reproduction of articles or
illustrations is only permitted with
the editor’s explicit consent.
© 2008, Heineken International.
Publications manager:
Sandra Park,
38/41
TH E B R ITI SH PUB
[email protected]
42/45 I CE H OC KEY an d th e sub -zero bat tle fo r g lo ry
Managing Editor:
46/49 TR ENDS & I NNOVATI ONS
Beer rebounds in America
Amstel Pulse wins design prize
Heineken Experience reopens
New filtration changes brewing
50/53 LUXEM B O U R G PARTNER SH I P: CAVE s WEN G LER
Andrew Balcombe,
[email protected]
Photography:
Getty Images
Text:
Andrew Balcombe, Eric van den
54/57 th e mAKI N G OF th e JAM ES B OND c o mm er c ial
60/63 E VENTS
Berg, Andrew Bergman, Mike
Croall, Juliette Rieff-den Boer,
New orchard planted in Herefordshire
Esther Tenhof, Philippa de Villiers
Annual results presented
Brazil recruitment site launched
Art Direction:
The People’s Darts Championship
vM-design
Hahnenkamm Ski Race
64/65 COSM O BAR S South Africa
Printing:
Drukkerij Groen, Leiden
1
N ews
World of Heineken 39 - winter 2008/2009
Holland Heineken House helps
celebrate success in Beijing 
 Heineken Extra Cold
Experience tours Europe
Last summer, The Extra Cold Experience, a mobile ice
bar, passed through 23 European cities in 12 countries.
The Experience was created to generate awareness of
Heineken Extra Cold: the same trusted beer served at a
chilling zero degrees Celsius.
HRH Princes Máxima and Judo bronze medal winner Ruben
Houkes celebrating in the Heineken House.
An average of 3,708 consumers a day were made
aware of the Extra Cold Experience of which ten per
cent actually visited the sub-zero ice bar. The Extra
Cold Experience was hugely successful at increasing
sales and increasing distribution by an average of 22
per cent per country. In Greece, for example, 385
outlets began selling Heineken Extra Cold, increasing
distribution by 48 per cent. Slovenia saw 30 new outlets
join the Extra Cold club, making 46 in total.
www.heineken.com/extracoldexperience
This year as the 29th edition of the Olympic Games took
place in Beijing, the ninth Holland Heineken House was
brought to life in the Chaoyang District of Beijing.
Since 1992 the Holland Heineken House has served
as a focal point for Dutch athletes, fans, officials and
family members. The Holland Heineken House, which is
steadily becoming a Dutch tradition, is mostly known as
a house of celebration. For the Dutch there was plenty
to celebrate this summer. A total of 14 medalists
celebrated their moment of Olympic glory with
international revellers in a jam-packed Holland
Heineken House.
More than 300 crew members, including 170 volunteers,
joined together to make the Holland Heineken House
a reality. By the end of the Games, almost 100,000
people had visited the venue.
www.hollandheinekenhouse.nl
2
Heineken brewed in Tunisia 

Heineken City opens
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).
[email protected]
3
 H
eineken brings
friendship to Zurich
Rhythm and dance in the Pacific

The 17th Zurich Street Parade drew 820,000 visitors
this August. It is the largest electronic music event in
the world since the demise of Berlin’s Love Parade, and
Heineken was one of the major sponsors.
In addition to the parading “love mobiles,” 25 stages
offered musical entertainment throughout the Swiss
city. DJ’s headlining the event included the Dutch Fedde
le Grande and the British Andy Moor.
The main motto for this year’s event was “friendship.”
Heineken picked up on the positive vibe and invested
heavily in responsible consumption at the Street
Parade. The new “Enjoy Heineken Responsibly”
logo was clearly visible on all branded materials,
and 80 employees handed out flyers promoting the
responsible consumption message.
www.streetparade.com
The Pacific island of New Caledonia danced to the 18th
edition of its annual music festival “Live en Aout” (Live
in August) this year.
The festival drew more than 10,000 visitors. It has
become a staple of local culture since Grande Brasserie
de Nouvelle Caledonie, the local Heineken operation,
first hosted it in 1991. What began as a small local jazz
festival has evolved into a major festival with music
styles varying from roadhouse to gipsy.
“This year’s absolute highlight was Pablo’s Discobar, a
spectacular funk band from Australia,” said Leo Evers
the General Manager of GBNC. A concert by Brisbanebased Australian ska outfit Foghorn Leghorn in a jazzy
joint near the Baie des Citrons beach marked the end of
eight days of “rhythm, fun and pleasure” on the island.
www.live-en-aout.nc
4
‘Day of Giving’ in USA


ing of Spain
K
opens brewery
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 España, Carlos
de Jaureguízar and Heineken España’s Supply Chain
Director, Enrique Fernández Haya. After his tour, the
King unveiled a plaque commemorating his visit to the
brewery.
Charlene de Carvalho-Heineken, Michel de Carvalho,
Jean-François van Boxmeer and René Hooft Graafland
also attended the ceremony.
On 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.
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.
[email protected]
This “Day of Giving” was part of the “Heineken USA
Cares” initiative. A programme consisting of volunteerwork, 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.
[email protected]
5
6
Cam pai g n fo li o
What:
Where:
Who:
Supporting print ads for the global James
Bond campaign, which will be rolled out
across all media.
In over 50 countries worldwide, including the
Asia Pacific region.
TBWA/Neboko agency, Amsterdam.
Hoopla Agency, Dublin.
When:
CONTACT:
The campaign will start in October 2008 and
continue until February 2009.
[email protected]
7
Winter beer
Whatever the weather, the holidays are a great time for getting together with
friends and family. To celebrate this time, special winter and Christmas beers
have had an important place in Europe’s brewing tradition for centuries, so
what better time to discover what some of Europe’s brewmasters are brewing
up this season.
8
The first barrel of Puntigamer Winter beer being tapped in Austria.
Drawing on all of the brewmaster’s skill, winter beers
are often a deep amber colour, darker than most other
beers, and have a creamy rich head. Originally intended
to fortify people against the cold of winter, these beers
tend to be stronger and denser, have more calories
and a stronger flavour than standard beers due to the
richness of the ingredients.
Preparing winter and Christmas brews gives
brewmasters an opportunity to indulge their creativity,
adding individual little touches to make the beer
special. Often made from the season’s late barley
harvests, winter beers benefit from cooler autumn
temperatures and can age quietly, reaching full
maturity around Christmas time.
France and Belgium
Fischer de Noël is an amber beer with fruity and
spicy flavours matched with a touch of caramel. “The
complex structure and sweet bitterness results in
a very rich and round taste with citrus fruits, malt,
caramel and spicy flavours,” says Ségolène. “Its swingtop closing system is perfectly adapted for sharing, and
there is strong enthusiasm for the brand, especially in
its birth region, as a symbol of tradition, friendliness
and expertise.”
Its limited quantity (production is planned for only
3,500 hectolitres) as well as strong and dynamic
in-store point-of-sale visibility, will promote it as a
special premium beer throughout France, although
Alsace remains its key market.
Austria
The Alsace region in north-eastern France has long
been renowned for its exceptional culinary tradition.
Fischer is a brand that enjoys a consumer brand
awareness of at least 87 per cent in France. Its
Christmas beer, Fischer de Noël celebrates these roots
by being made of exclusively Alsatian ingredients,
according to Ségolène Allache, Brand Manager of
Heineken France.
Tourism statistics confirm that Austria is a superb place
to spend winter, and special winter beers are central to
Austrian Gemütlichkeit (congeniality).
“Fischer’s logo, characterised by a distinctive Männele
or ‘little man’ has been adapted – he has been dressed
up in a Christmas hood,” she says.
“Puntigamer Winter Beer stands out with its rich golden
colour and a hint of copper,” says brewmaster Andreas
Werner. “A bottom-fermented, amber coloured beer
With tourists and locals flocking to the ski slopes all
winter long this is an important time in Brau Union
Austria’s marketing calendar and several special beers
are rolled out to meet the increased demand.
9
“How to overcome long, cold winter
days? A stronger beer, brewed after
a traditional recipe is the perfect
answer.”
that is distinctly more pleasant to the palate than the
traditional dark malty “bock” beers, it is smooth and
full with an unobtrusive hops flavour. Brewed according
to the ice beer method, i.e. concentrated to a higher
alcohol content because freezing out reduces water
content, its slight caramel touch makes it the perfect
beer for winter days.”
Another brand, Zipfer, is also available in special
Christmas variants. "Both the Zipfer Stefanibock and
Josefibock have a long maturation period and are
strong on hop content,” says Andreas. “They have a
slender bock beer character and 7% alcohol content.
Zipfer Bock gleams with an intensive golden colour, it
is harmonious with a fine spicy tang and malt note and
has a powerful taste with a concentrated hops finish.”
As with most bock beers, Gösser Bock, related to a
third brand of Austria’s successful beer portfolio,
is brewed with a distinct flavour. It has an intense
yellow colour and a highly complex bouquet with
a strong malt fragrance. Andreas points out that
the fresh and fruity flavour is supplemented by
an aroma that is reminiscent of gingerbread and dark
breads, and it has a long-sustained and powerful aftertaste.
Traditional bock beer tappings (the first opening of the
keg) have been scheduled, with their unmistakable mix
of pleasure, sociability and relaxation. With production
of 2,300 hectolitres of Gösser Bock, 1,450 hectolitres
of Puntigamer Winterbier and 4,000 hectolitres of
Zipfer Stefani Bock, Austria’s Gemütlichkeit looks to be
guaranteed for another winter, but don’t be late and
miss out!
Romania
Ciuc has long been respected as a premium brand
in the Romanian beer market. Brewed by Heineken
Romania, consumers have been able to look forward to
Ciuc Winter since 2006.
“Ciuc Winter comes from our brewery in Miercurea
Ciuc, the ‘freezing pole’ of Romania in the heart of the
country,” says brewmaster Katalin Zakarias. “Here,
people are used to temperatures being far below
zero for longer. They have learned to deal with tough
winters and also how to overcome long, dark winter
days. A stronger beer, brewed to a traditional recipe
is the perfect answer and allows us to ‘export’ this
local concept nationwide and to brew a limited-edition
winter version of Ciuc.”
“In order to exploit the whole sales period, we decided
to avoid a direct link with Christmas and Ciuc Winter
turned out to be the best brand name,” says Katalin.
The product will be on the market from November
2008 until March 2009 with a total of 14,800 hectolitres
to be packaged in 0.5l bottles, 1.5l PET bottles
and 0.5l cans. “This equals around 3% of the
annual brand volume,” says Katalin.
10
One Scottish
Christmas beer is
made in a brewery
that has changed
little since Victorian
times
Scotland
“Christmas is predictably a very busy time of year in
our business, but traditionally the New Year is an even
bigger holiday in Scotland, with Edinburgh’s Hogmanay
party now being renowned across the world”, says
Marie Moser, Marketing Manager for Heineken-owned
Caledonian Brewery in Edinburgh.
“We make an annual range of 12 'guest beers' for
the trade. This December, we will brew ‘Elf’ Esteem,
a special tawny-coloured, easy-drinking winter beer
with an enticing trace of natural orange and molasses.
This gives a rich, smooth texture and satisfying finish,”
says Marie. “The label shows several elves busying
themselves around it, which adds to the Christmas
atmosphere.”
Marie underlines that Elf Esteem, like all Caledonian’s
beers is still brewed by hand using whole hop flowers
(rather than hop pellets or oil). This takes place in their
working Victorian brewery – the last survivor of more
than 40 that operated in Edinburgh during Victorian
times. “Many of our brewing techniques are unchanged
since then,” she says.
during the holiday season and people look to speciality
beers for new experiences and enjoyment,” he says.
“During the winter season, consumers like more fullbodied dark beers alongside the lighter lagers, so Lapin
Kulta’s authentic Christmas speciality beer meets this
need perfectly.
“Branded under our main lager brand, Lapin Kulta is
brewed in Finnish Lapland and has a strong Lapland
heritage, it is made of pure, natural raw materials from
Lapland,” says Niklas.
For the Christmas festive season, Hartwall is launching
a rich and dark coppery Lapin Kulta Christmas beer. It
is a very balanced product that embodies Lapin Kulta’s
refreshingness and a full-bodied, rich malty flavour.
“Lapin Kulta Christmas beer is made from premium
speciality malts,” says Niklas. “The malt mix used in the
beer gives it the strong rich taste. You can also detect
a hint of caramel malt, which balances the bitterness
of hops. The beer smells fruity and mildly of hops, is
a dark copper colour, and when it is poured it forms
a thick, soft and clean white head. We will produce
400,000 litres this winter,” he concludes.
Finland
In Finland, beer has a special place in the Christmas
tradition, especially as it is the perfect companion for
traditional Finnish Christmas menus.
“At Christmas, Finnish consumers seek premium
products and variations to their everyday groceries,”
says Niklas Kosio-Kanttila, Commercial Marketing
Manager for Hartwall, based in Helsinki. “During
Christmas, people are looking for experiences and
special treats, which really suits high-quality premium
beers.”
Niklas explains that the Christmas season’s speciality
beers have become widespread in Finnish beer
selections and their share of the beer trade is still
growing. “Especially with beer, drinking habits change
11
Beer
can
*
Travel
* As said by Alfred Heineken, who served Heineken in numerous
functions from 1941 to 1995, including Chairman of the Board
from 1971 to 1989.
12
Beer has far
to travel in
the East
By Andrew Bergman
13
B eer
can
Travel
In a region that has seen massive social, political, and demographic
shifts over the past three decades, Singapore-based Heineken Far
East will celebrate its 30th anniversary in 2009.
Ever since its incorporation in 1979, Heineken
Far East, the Export Office for Heineken, has
been a pioneer in the Asia-Pacific region,
penetrating emerging markets and opening
up new ones.
In some Asian countries, the Heineken
brand has grown steadily to the point that
local production became an economically
viable option. Once the Heineken brand is
well established and entrenched into the
consumer mind, local production would be
considered as the next logical step.
Heineken Far East’s Export Manager Wilson
Tan has been at the forefront of these
developments. “In 1979, Heineken Far East
was incorporated as the Export Office for the
Heineken Group in the Asia Pacific region.
A large proportion of our business revolves
around ship supply and airport retail sales,”
says Wilson.
“When we started out, Heineken® was
virtually unknown as a brand in this region,
and this presented its fair share of difficulties.
14
“Fortuitously, we were in the right place
at the right time,” he says, “During the
late 1970s and early 1980s, opportunities
abounded in the region, but each presented
its own particular challenges. Vietnam, for
example, was keen to acquire international
consumer goods, but wished to trade on a
barter basis for their abundant commodities
such as rice and coffee.”
Today, to use Vietnam as a prime example,
Heineken® is perceived by business and the
consumer as one of the leading international
brands, along with Coca Cola and Nokia.
“The historical presence of Americans in
the area also fuelled this demand,” says
Wilson. "Essentially, we have represented the
pioneering spirit, planting the Heineken flag
in new Asia Pacific markets.”
Wilson has seen consumer preferences
change and evolve over the years, as
access to international brands became
more widespread. “Heineken® has always
been seen as a very European brand with
a higher degree of bitterness in its flavour
than the local Asian brands. Traditionally in
Asia, many people drink their beer with ice.
Initially, this presented us with a challenge
because the addition of ice diminished some
of the bitterness of a ‘full-blooded European
Beer’ that was the key differentiator in the
market. In the longer term, however, the
bitterness itself became less important and
the consumer started to look for the brand
itself as brand loyalty developed. Today, while
people still add ice, they have continued to
prefer the taste of Heineken® as its inherent
bitterness survives the addition of ice far
better than the low-bitterness Asian beers.”
Covering such a vast area, it is not surprising
that the company has had to meet a host of
region-specific logistical issues. “There was
a period during the 1980s and 1990s where
shipping containers were not yet available
in much of Asia,” says Wilson. “All of our
beer had to be loaded into the hatches of
conventional freighters by crane or by hand.
Not only was it labour-intensive, but it also
resulted in a high degree of damage. As
you can imagine with fast-moving consumer
goods, pilferage was also very high.
Heineken Far East: A closer look
In 1979, Heineken Far East Pte. Ltd. was incorporated as the Export Office for the Heineken Group
in the Asia-Pacific region. At that time Malayan Breweries Limited, which is known as Asia Pacific
Breweries today, was the only brewer of Heineken beer in Asia, and Heineken® was a little-known
brand compared to Becks and Carlsberg.
At that time, export markets such as
Hong Kong, the Indian subcontinent,
Brunei, Singapore, Japan, Malaysia and
the US Military in Japan and Korea were
the most significant takers in a market
of approximately 60,000 hectolitres per
annum.
Several opportunities for expansion
were recognised as Vietnam needed
barter trade and South Korea and
China were opening up to foreign beer
imports.
The company’s area of responsibility
included all Asia-Pacific countries
without local Heineken production,
excluding the export offices in South
Korea, Japan, Taiwan and Hong Kong.
Over the years, several markets have
locally produced Heineken® including
Malaysia in 1985, Vietnam in 1992,
Thailand in 1995, New Zealand in 1996,
Australia in 2004, China in 2004 and
Indonesia in 2005.
Today, Heineken Far East serves India,
Nepal, Pakistan, Sri Lanka, Bangladesh,
the Maldives and Bhutan on the Indian
subcontinent, as well as the Philippines,
North Korea, Mongolia, Afghanistan,
Cambodia, East-Timor and Laos in
the rest of Asia. It is responsible for
the duty-free segment in Singapore,
Malaysia, Thailand, Vietnam and Brunei,
and covers Guam, Fiji, Tonga, the Cooks
Islands, Samoa, Kiribati, the Solomons,
Vanuatu, Wallis and Micronesia in the
Pacific.
Special delivery for Harry’s Bar at Boat Quay in Singapore.
15
B eer
can
Travel
“One example was when shipping to India in
the early 1980s, and there were no shipping
containers. If the ship encountered heavy
seas, which was not rare at all, water would
leak in. You can just imagine what would
arrive at the other end – 5,000 cases of beer
in soggy cartons. It became nearly impossible
to offload. This was a real logistical nightmare
at the time, which continued until the early
1990s, when containers became available.
“In one case that I remember clearly, we had
to ship our beer to the Indian port of Madras.
There was a passenger ship with cargo
capacity that sailed every third week - 18 days
there and 18 days back. What was puzzling
was that with each sailing, we lost an average
of 15 cartons of beer. To investigate, some of
our people travelled to Madras with the ship,
16
and watched the unloading. They were using a
human chain to offload the vessel, passing the
cartons from hand-to-hand all the way from
the port to the warehouse. Of course, these
labourers would get thirsty, so effectively, a
percentage of the beer that was being fed
into the human chain at one end was not
emerging at the other as it was being ‘used’ to
fuel the chain.
“More recently, before we switched to local
production in Indonesia, I was called by the
port authority at the Batam duty free zone
near to Singapore. They told us that our
Heineken® cans were floating in the sea near
the harbour. What had happened was that
a wave had swamped and sunk one of the
shallow wooden boats, carrying 20,000 cases
of Heineken. The cartons then disintegrated
and the cans came bobbing to the surface. We
had to find people with fishing nets who could
then drag the cans of beer ashore.
Today, the majority of shipping uses
containers, and the rest – roughly 55%
of Heineken Far East’s business involves
supplying ships for on-board consumption.
“For a number of years, we have been multisourcing product for our exports, not only
from the Netherlands but also from Malaysia
and Singapore,” says Wilson. But exporting
to land-locked countries like Cambodia, Laos
and Mongolia presents their own logistical
nightmares, not the least of which involve the
fact that beer destined for these countries
must first travel through another country.”
A cold refreshing beer to enjoy in the warm South East Asian climate.
Wilson looks back on the past decade as a
particularly successful one. “We have been
very successful in growing our markets in the
region in general and the Pacific Islands in
particular.”
Wilson counts his Heineken Far East’s market
penetration as the spearhead of its success.
Even opening markets in countries where
there are unstable political situations, we
have still managed to establish a position as
the leading importer of beer. There have still
been hiccups. In one case, an entire shipment
was lost when two major supermarkets were
ransacked and looted during civil unrest.”
Heineken Far East has also become
accustomed to markets where they have
had success to leave the nest and start local
production. “Economically, to propose any
country for local production, there must first
be a very high excise duty barrier,” Wilson
explains. “In most Asian countries, such as
India, excise duties on imported alcoholic
beverages are very high, so that would make
it a prime candidate for local production in
the future. Other countries where duties are
very low will remain export markets for many
years to come.
achieve or retain a position as market leader
in imported beer, and paving the way for local
production in the future.”
[email protected]
Heineken Far East now delivers an annual
volume of 250,000 hectolitres to the region.
“Over the past 10 years, we have effectively
penetrated the markets in virtually every
country in Asia,” says Wilson. While further
penetration of new markets becomes more
challenging, our focus is now shifting towards
sustaining and building those markets, to
17
18
Cam pai g n fo li o
What:
Where:
When:
The Desirability II campaign, a sequel to the
original rolled out in 2005. The campaign
concept revolves around creating desirability
for Heineken beer, as affirmed by its
credentials – superior taste, quality and
ingredients.
In 10 countries around the world, more
countries are expected to follow in the
coming months.
From August 2008 until the end of next year.
Who:
contact:
[email protected]
Bates 141 advertising agency in Singapore.
19
On October 2, the Royal Netherlands
Academy of Arts and Sciences convened in
a special session in Amsterdam to present
the Heineken Prizes to five scientists and one
Dutch artist.
The Heineken
The 2008 Heineken Prize winners with HRH Prince Willem-Alexander and President of the Royal
Netherlands Academy of Arts and Sciences, Professor dr. Robbert Dijkgraaf at the award
ceremony in Amsterdam.
20
Prizes
21
The winners
The Royal Netherlands Academy of Arts and
Sciences announced this year’s winners of
the prizes in April. The American scientist
Jack Szostak was awarded the prize for
Biochemistry and Biophysics for his “highly
original insights into the fundamental origins
of life”.
The Heineken Prize for History was awarded
to British historian Jonathan Israel for his
work on the early Enlightenment, which is an
18th century form of philosophy that bases
reason as the primary source of authority.
The Enlightenment went on to motivate the
creation of the American Declaration of
Independence and the French Declaration
of the Rights of Man and the Citizen. Israel
has argued that while generally Locke and
Newton are seen as the founding fathers of
this intellectual movement, Spinoza played a
crucial, yet often overlooked, role.
Mrs Charlene de Carvalho-Heineken and her husband
Mr Michel de Carvalho at the award ceremony.
T
he award ceremony was held in a festive atmosphere at the Beurs van Berlage, the old Amsterdam stock exchange. During the ceremony, films
of the award winners gave the audience an impression of each of the prize
winners’ accomplishments.
For the fourth time, His Royal Highness
Willem-Alexander, The Prince of Orange,
together with Professor Robbert H. Dijkgraaf,
President of the Academy, presided over the
ceremony and handed over the awards.
“The Princes’ presence had a major effect on
the evening and gave the entire ceremony
even more grandeur,” said René Bernards, a
jury member for selecting the Biochemistry
and Biophysics award winner who also
attended the evening. “He did an excellent
job and also gave an inspiring speech,” added
Bernards.
Deservedly, the focus of the ceremony was
on the Prize winners, and it also became
clear during the evening how much of a
commitment the Heineken family through the
Heineken foundations, invests to stimulate
the arts and sciences. “The presence of Mrs
de Carvalho-Heineken underscored how
important it is to the Heineken family,” said
Bernards. “As a scientist spending all of my
22
The winner of the Dr. A.H. Heineken Prize
for Cognitive Sciences was the French
cognitive psychologist Stanislas Dehaene,
he was selected for his research into the
neurological foundations of mathematics.
British epidemiologist Richard Peto won the
prize for Medicine. He is one of the founders
of a statistical technique called meta-analysis.
Meta-analysis is used for summarising or
amalgamating quantitive research.
Dutch environmental epidemiologist Bert
Brunekreef has distinguished himself with
contributions to the environmental sciences.
In particular, his inquiries into the healtheffects of air pollution; earned him the
Dr. A.H. Heineken Prize for Environmental
Sciences.
time on science, it is encouraging to see that
there are people out there who support our
work.”
Last but not least, the prize for Art was
awarded to Dutch photo and video artist
Barbara Visser.
The Heineken Prizes are awarded biannually
to the most deserving practitioners of
six disciplines in recognition of their
achievements. These disciplines are
Biochemistry and Biophysics, Medicine,
Environmental Sciences, History, Cognitive
Science and Art.
As part of their prize, each scientist received
a cheque for $150,000 and the artist Barbara
Visser received a cheque for €50,000 as well
as financial assistance in publishing a book on
her work. The prize winners were guests of
the Heineken Foundation for a week, during
which time, they shared their knowledge by
giving lectures at universities throughout the
Netherlands. The lectures that took place
included ‘Halving Premature Deaths’ by Sir
Richard Peto, ‘The Great Stink-stories about
Air Pollution and Health’, by Professor Bert
Brunekreef and by Professor Jonathan Israel,
‘Enlightenment, Philosophy, Democracy and
the question of Social Inequality’.
In the 1960s, Alfred Heineken personally laid
the foundations for the Prizes. And in 2006,
the Prize for Cognitive Sciences was initiated
by Charlene de Carvalho-Heineken. Today, the
Heineken Prizes serve as a memorial to Mr
Heineken’s passionate belief in the arts and
sciences. Within the scientific community, the
Heineken Prizes are considered only second
to the Nobel Prizes in terms of importance
and prestige.
Some previous prize winners have
had a huge impact on our world
Throughout its existence, the Heineken Prizes
have been awarded for many monumental
achievements. One of which came to light
24 years ago. While studying the X-ray of a
DNA experiment at 9:05 am on 10 September
1984, British geneticist Sir Alec Jeffreys had
a “eureka moment”. Ultimately the discovery
meant that Jeffreys could unlock the
secrets of DNA fingerprinting. Professionals
around the globe now commonly use this
revolutionary breakthrough in science. The
technique, simply described, uses variations
in the human genetic code to identify
individuals.
In recognition of his achievements with DNA
fingerprinting, Sir Alec Jeffreys was presented
with the $150,000 Dr H.P. Heineken Prize
for Biochemistry and Biophysics in 2006.
The Royal Netherlands Academy of Arts and
Sciences paid tribute to Jeffreys’ contribution
to science by saying. “The impact of Jeffreys’
discovery has been so far-reaching and
rapid, that it is virtually impossible to imagine
a world without it. His technique - DNA
fingerprinting - allows us to answer questions
such as: Who is the biological father of a
child? And are these bones truly the remains
of the last Tsar of Russia?” DNA fingerprinting
has also been crucial in allowing experts
to prove the innocence of people wrongly
convicted for past crimes. DNA fingerprinting
can also be applied to non-human species.
Wildlife managers across the world now use
the technique to assess the genetic health of
species in their areas.
and Biophysics, he established a number of
foundations with a view to using them to fund
more prizes for scientists. Enough capital
had been accumulated by the late 1980s to
fund these. Alfred Heineken also had a deep
appreciation of the Arts, and discovered
many Dutch artists before their work became
well known.
The Heineken prize foundations have
entrusted the nomination and selection of
the Heineken Prizes to the Royal Netherlands
Academy of Arts and Sciences. Roughly one
year in advance of the award ceremony, the
Academy invites scientists and institutions
from around the world, to nominate
candidates for the Heineken Science Prizes.
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The purpose of the prizes
It was an act of homage to his father, Dr
Henry Pierre Heineken (1886-1971), that
Alfred Heineken (1923-2002), established the
Dr H.P. Heineken Prize for Biochemistry and
Biophysics in 1964. A multi talented man,
Henry Heineken also held a PhD in chemistry.
He believed that scientific research was vital
for the advancement of industry. His son,
Alfred H. Heineken had an equal respect for
science and its practitioners. In addition to
the Dr. H.P. Heineken Prize for Biochemistry
An independent jury of members of the
Academy, acting in a personal capacity,
perform the selection for the Dr A.H.
Heineken Prize for Art. Only Dutch artists can
qualify. Charlene de Carvalho-Heineken said
her father, Alfred Heineken, “would fall in love
with a work of art. His quest was to discover
new artistic talent and support young Dutch
artists. That is just what the Prize is designed
to do.”
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Sir Alec Jeffreys is just one of an illustrious
number of Heineken Prize winners who have
contributed fundamental knowledge through
their work. Heineken Prize winners have gone
on to win Nobel Prizes and many other major
distinctions, clearly affirming the prizes’ high
standards.
Charlene de Carvalho-Heineken, daughter of
the late Alfred Heineken and the chairman of
the Alfred Heineken Fondsen Foundation, said
the main reason for the Prizes’ creation was
to “encourage scientists in their research.”
One criterion that must be met is that the
candidates should still be active as scientists
or scholars and are expected to carry on
with their work for at least another ten years.
Finally and just as importantly, they must also
serve as a source of inspiration to others.
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Some of the posters above promoting the lectures given by the award winners
at Dutch universities.
23
Improving the air that we breathe
Dual Heineken
Prize and Nobel
Prize winners
Over the past years, 10 Heineken
Prize winners have gone on to
become Nobel Prize winners.
The Heineken Prizes for Art and
Sciences are now among the most
prestigious international awards in
the world. The following winners of
the Heineken Prizes have since won
Nobel Prizes:
Christian de Duve Dr. H.P. Heineken
Prize for Biochemistry and
Biophysics 1973 Nobel Prize in
Physiology or Medicine 1974
Aaron Klug Dr. H.P. Heineken Prize
for Biochemistry and Biophysics
1979 Nobel Prize in Chemistry
1982
Thomas R. Cech Dr. H.P. Heineken
Paul C. Lauterbur Dr. A.H. Heineken
Prize for Medicine in 1989 Nobel
Prize in Physiology or Medicine
2003
Luc Montagnier Dr. A.H. Heineken
2008
Sir Paul M. Nurse Dr. H.P. Heineken
Barry J. Marshall Dr. A.H. Heineken
2005
Eric R. Kandel Dr. A.H. Heineken
Prize for Medicine in 2,000 Nobel
2,000
Roger Y. Tsien Dr. H.P. Heineken
Prize for Biochemistry in 2002
and Biophysics Nobel Prize in
Chemistry 2008
Andrew Z. Fire Dr. H.P. Heineken
When the Dutch environmental epidemiologist
Bert Brunekreef heard in April 2008 that he
had won the Heineken Prize for Environmental
Sciences, he confessed to being completely
taken by surprise. “I was in the UK when I
received the phone call. I must admit I was
absolutely flattered. When I go about my work
I don’t think about winning prizes.”
Painting a picture of Bert Brunekreef’s
contributions to environmental science is
no easy task because they are so extensive
and varied. In 2005 the scientist founded
the Institute for Risk Assessment Sciences at
Utrecht University. He is still the director of
the institute today. Surprisingly, some of his
most groundbreaking work has focused on
the environment that exists inside peoples’
homes.
One problem that is hard to get around
though is traffic. Despite improvements
in engine technology such as soot filters
for diesel vehicle engines and catalytic
converters, there is an increase in the
amount of traffic. We have learned more
about living near traffic and also the effects
that pollution has on drivers using the roads.
Another conclusion is that in the West we
have exported our polluting practices to
poorer countries. So things might be going
to plan in one part of the world but not
necessarily in other parts.”
Other examples of the scientist’s work are
the discovery that damp homes, dust mites
and mildew cause higher rates of asthma
and allergies among children. The Professor
also highlighted health problems caused by
trapping pollution inside homes that were
made more airtight, in order to conserve
energy during the oil crisis in the 1970s.
Changes in pollution
“It is quite easy for fine airborne particles
from traffic pollution to enter houses. Air
filters on houses might be able to reduce
pollution coming indoors. But this still needs
to be systematically tested. We really don’t
think enough about the quality of the air
inside our houses,” said Brunekreef.
Over the last 15 years Brunekreef focused on
air pollution caused by local traffic.
“If you think about it, we have fixed many of
the problems in developed countries such as
those caused by coal combustion for home
heating. Industrial polluters have mostly been
moved out of cities and countries to less
densely populated areas or countries with
lower pollution control guidelines.
An important part of the environmental
epidemiologist’s work involves interacting
with decision makers, such as those in the EU.
“Our work contributes to international
guidelines and standards. Such as urban
planning and how close housing, day care
centres and schools should be to motorways.
Another is re-routing trucks away from built
up areas. Based on our studies on children,
traffic air pollution causes them to wheeze,
cough and develop asthma. Some children
also have an increase in allergies to tree
or grass pollen. Their lungs do not work as
efficiently and that could cause them to die at
a younger age.”
Professor Bert Brunekreef accepting his Award from
HRH Willem-Alexander, The Prince of Orange.
24
Motivation and perspective
Bert Brunekreef said the force that continues
to drive him is the work itself, “basically, I like
what I am doing,” he says. "It is like doing a
hobby and being paid for it. My chosen field
deals with real world problems and bringing
solutions to the real world.”
To his peers, students and colleagues, the
prize announcement was no great surprise.
In a laudation by Professor Brunekreef’s
promoter for an Honorary Doctorate
awarded earlier this year by the Leuven
Catholic University (Belgium), Professor
Benoit Nemery de Bellevaux told of one
example of Brunekreef’s ability to inspire. It
came from a student who wanted his thesis
published while Professor Nemery was
working as the assistant editor of a scientific
journal, but was rejected. It read;
Barbara Visser
“Dear Dr. Nemery, despite the heavy
disappointment of a manuscript rejection
I understand your decision and appreciate
your encouraging words. In particular I would
express my thanks to reviewer 1 - if such
thorough reviews are the standard of your
journal, it will be my pleasure to consider it for
future submissions!”
The anonymous and unpaid reviewer was
Bert Brunekreef,” said Nemery.
Brunekreef himself is the author of many
of the most highly cited articles in the field
of Environment Health, totalling more than
300 in number. He is also the winner of the
2007 Goldsmith Award from the International
Society of Environmental Epidemiology and
the 2007 European Lung Foundation Award.
International benefits
Although Professor Brunekreef is based
in Utrecht, his work and concerns for the
environment have taken him to many corners
of the globe. This has given the scientist a
worldwide perspective when it comes to
trying to solve the pollution question. One
ambition of his is to use the money from the
Heineken Prize to benefit people living in
other countries.
“I want to use the prize money for giving
study grants at Utrecht University to foreign
students from developing countries,” says
Bert Brunekreef. “Many people want to study
in our programme but find it difficult to get
sufficient support. Large areas within these
countries suffer greater problems than in the
West. It would be useful for them to develop
their own expertise. At the moment I am
trying to figure out how to bring in as many
students as possible. We want to assess which
students have the greatest potential and
which have the greatest need. I think that is
an appropriate way to use the money.”
detail from: Former Futures (2008)
courtesy Annet Gelink Gallery/ Manifesta7.
The artist
Another Heineken Prize winner who has been
able to provide a clear picture of our present
day society is the Dutch visual artist Barbara
Visser. Her photos, videos and installations
have not only provided a refreshing twist
on art for onlookers, they also deliver brave
and powerful messages on the complexities
of modern day life. One example is her 2002
work, The World Belongs to Early Risers,
which is a series of photographs of a man
sunbathing on the seashore while, a short
distance away, photographers are snapping
photos of a man who has washed up on the
beach.
“New ideas come mainly from something I am
fascinated by already - usually for a very long
time. For me, the constant confrontation with
worlds other than the art world itself is the
most fruitful.”
When asked what inspires her creations,
Barbara says, “It can be many things. I look at
the world with a combination of amazement,
irony and irritation I guess. Looking at the way
we shape the world, we shape events, our
history and trying to understand how we do
this is at once boring in it’s banality and bizarre
because we experience things as normal that
are not, just because they are familiar.”
Room to work
Like her fellow prize winner Bert Brunekreef,
winning the Heineken Prize was the last thing
the artist expected. “I read the flattering
words that the jury wrote in their report. I
was surprised about their term ‘consistently
distinct signature’ as I have always been
criticized for trying to avoid a too obvious
signature in my work. My aim is to keep
questioning myself, the world, the arts,
even though I am in some respects more
successful now than a decade ago. This even
increases the need for a critical point of
view on what I do. That doesn’t always make
it enjoyable, sometimes it seems, the artist
does suffer, after all.”
Barbara says the prize will help her buy
time and perhaps space too. “One of the
discrepancies that separate art from many
other businesses, is that becoming more
successful is not directly linked to having
the financial means. For instance, to employ
people to take on the rapidly increasing
amounts of work indirectly related to showing
the artworks. One strives for the works to
become more known and to widen ones
scope. I sometimes wonder what the role of
this award has in achieving this; becoming
part of the establishment changes the role
one has in the arts.”
The next awards will take place in 2010.
Keeping creative
One constant battle that an artist must face
is how to maintain that creative focus and
energy. Visser finds life itself one of the
providers of her inspiration.
www.heinekenprizes.com
25
26
What:
Who:
When:
A print campaign with a gimmick, pushing
Heineken’s new transparent bottle label
and embossed can designs in Hungary. The
campaign featured a lay-over page, one
transparent with the campaign’s message
printed on it for the bottle. Another featuring
embossed text for the can. The former won
an EFFIE award in Hungary.
Publicis Hungary.
[email protected]
When:
2007.
Where:
Hungarian print media.
27
bu si n e s s talk
Business numbers
The Crunch
Striving for the best quality
in draft beer
28
Business numbers
132 525,000
70 2
Heineken now operates
The recently acquired Rechitsa brewery in
Belarus has the capacity to brew
hectolitres
breweries in more than
countries
Heineken has strengthed its numBer
around
position in the fast growing
the world
Belarus market where annual
consumption is currently
and employees approximately
61,000
people
Heineken will ACHIEVE
£145
Million
SYNERGIES through the S & N acquisition
5.8
In the first half of 2008, Heineken had a
per cent growth of Heineken premium
to 12.9 million hectolitres.
estimated at aLMOst
4.5
Current estimated
per capita
consumption in
Belarus is
million
hectolitres.
45
litres
20
Heineken broke through to secure
per cent
of the International Premium market
in the first half of 2008.
29
THE CRUNCH
September 29, 2008, was a day of high financial drama in America. As the United States
congress rejected a $700 billion dollar bailout package for the American banking sector, Wall
Street was left in a state of shock. Untold billions of dollars disappeared into thin air as the
Dow-Jones took a record 777-point dive in mere hours. The causes behind this financial panic
were, and remain, complex, but at its core lies a crisis of trust. Because more and more
debtors defaulted on loans that were therefore considered solid, the true value of banks’
monetary assets was cast into doubt. Banks became increasingly reluctant to lend money
that they might one day need themselves, to peers who may no longer exist tomorrow.
Against this backdrop, cash flow to businesses has proved difficult and
consumer confidence in many markets has taken a significant hit. Most
economic indicators tell us that there is probably more to come.
UK: In the same boat
Few sectors or economies are untouched by the current economic
crisis, which is impacting businesses both large and small. Even though
we are clearly linked in the global economy, every market is different
and has its own issues. In each, the way of dealing with things also has
to be different.
In the UK, for instance, Scottish & Newcastle UK National Sales is
providing Enterprise Inns support to help business recovery schemes
for their licensees “to get through the tough times together,” says
Stephen Spencer Jones, Trading Director of S&N UK National Sales.
“We provide support in outlet, consumer driven and promotional
activity to help them get through the current market conditions. There
is no doubt that individual pub operators need our help and that of
their landlords.”
The British pub industry, which was already hit by cultural shifts and
the recent smoking ban, has always been particularly sensitive to
economic ups and downs. As consumers begin to feel the impact,
nights out become a consideration, not an automatic choice. If a
lessee is struggling, the regional manager will offer some help in the
30
form of a financial concession such as a rental decrease or a product
discount,” Stephen explains. “We can then support the regional
manager by providing promotional support. Our marketing strategy
is focused on driving people into outlets. For example, we promoted
Halloween as a British holiday through our Strongbow cider brand,
encouraging people to go out for the evening. All our advertising
activities are driven at increasing footfall in the pubs.”
“We’re driven by a desire to help our self by helping others,” says
Stephen. “If a lessee goes bankrupt that means no one to sell beer to.
If we can help them through a pinch, once consumer confidence goes
back up, and their sales are restored we can both reap the benefits.”
Hungary: purchasing union
Even though the current economic slowdown is a truly global
phenomenon it manifests itself in different ways throughout the world.
While the UK saw banks struggling, the state was able to stabilise them
through guarantees. In Hungary, it was the state itself that needed
bailing out. The International Monetary Fund and the European Central
Bank gave out a $25billion loan package to support the nation this
October. Hungary had proven particularly vulnerable due to a huge
budget deficit and a large amount of credit owned in foreign currency
– an issue now that inflation is skyrocketing and the local currency, the
forint, is rapidly losing ground.
The devaluation of the forint means that imports, such as oil and raw
materials, are becoming pricier. That’s a double-edged sword for the
Hungarians, since a drop in the cost of raw materials served as a silver
lining to the financial crisis in most parts of the world.
Laszlo Benedek, Sales Director of Heineken Hungary says “We are
supporting our wholesalers by giving them advice on reducing costs
and sharing best practices. In addition, we have set up a purchasing
union that they can join to leverage lower prices from numerous
suppliers.”
Nigeria: still going strong
Although no nation is totally immune to the effects of the credit crisis,
some countries have fared better than others in the financial turmoil.
Nigeria is one such nation whose economy continues to grow. “We are
seeing some of the impact in decreasing oil prices,” says Oladele Ajayi,
Sales Director of Nigerian Breweries. Nigeria, a member of OPEC, is
one of the world’s major producers of oil. The nation’s welfare depends
largely on the rise and fall of oil prices. The price of oil is still higher
than the Nigerian government originally budgeted for, which is one of
the reasons the credit crisis has had such little effect here so far. Also,
the country’s banking system was relatively unexposed to the credit
crisis.
A further decrease of oil prices might have a small effect on the
economy. “The effect on disposable income should be limited
however, under the current circumstances,” Oladele thinks. “Foreign
direct investment might decrease due to a worsening global economic
climate, but I think that gross domestic product will continue to grow,
in the absence of a global recession.”
Tough times ahead?
It is impossible to predict the future, and that has never been as true
as now. No one truly knows how consumers in different markets will
react to the slowdown. Worldwide, companies are looking to save
costs and are looking for additional sources of capital to weather the
tough times ahead. Heineken of course has also focussed on its own
operations, and cut costs wherever it can.
31
Striving for the best in
draught beer quality
Over the past few years, Heineken has
repeatedly come up with original and
creative solutions to better serve the
draught beer market. Now, Heineken is
putting even greater focus on draught
beer by concentrating on the development
of commercial strategy that targets
beer quality improvement at the point of
consumption.
“The focus on draught beer is twofold,” says Heineken’s On-Premise
Business Manager Doron Wijnschenk. “We want to secure the best
quality draught beer served at the point of sale, and we want to
generate more opportunities for both Heineken and its customers. To
do this, we have to create greater consistency across those locations
that offer our beers on tap, and we have to constantly ask ourselves
‘what does quality mean at the point of consumption and how can we
ensure drinkers experience a consistently high-quality draught beer’?”
Working with Heineken’s Channel Development Manager for Western
Europe, John Ricketts, Wijnschenk began studying lower-volume
outlets to see where improvements could be made. “We discovered
that some of the key problems arose out of the complexity of cleaning
systems and throughput rates within the low-volume segment
32
of less than 50 hectolitres,” says Doron. “One solution
was to introduce a simple yet effective system—such
as the DAVID or Xtreme Draught units— to eliminate
cleaning costs and maintain the maximum hygiene
quality. The keg is kept within a refrigerated unit so
that the beer is served at a constant temperature.
Additionally, the keg will stay fresh for up to 30 days,”
he says.
However, despite such unique innovations, fluctuations
in draught beer quality served through the traditional,
inline cooler systems remain an issue, says John. “We
currently use external specialists to measure and
report on what is being purchased by our drinkers.
They measure beer quality across 420 different
outlets in 14 cities each quarter,” he says. “They
measure the temperature of the beer when served—
we strive to achieve 3 degrees in the glass!—and
look at the appearance, the amount of foam, and
carry out bacteriological tests. We know that drinkers
define quality as a cold, refreshing beer, bright, with a
sparkle that is served in a clean glass with a smile. By
regularly measuring our performance and delivering
this together with our customers to consumers we can
set ourselves clear targets to improve quality levels.”
Although much of the focus on draught beer quality
is concentrated in Western Europe, where more than
70 per cent of Heineken’s draught beer sales occur,
markets further afield have also been impacted.
Heineken Hungary, for example, saw a strong increase
in sales and profitability levels following the introduction
of a draught beer policy, says Doron. “Hungary
introduced clear rules and guidelines for the sales force
so that they knew which system to offer to particular
customers. Our market feedback is that if you serve good quality
beer to consumers, then they simply will enjoy the experience and
consume a second glass”.
Laszlo Benedek, Heineken’s National Sales Manager in Hungary, is
upbeat on the benefits. “We continue to receive good feedback from
the market on our draught policy and system offering, including the
no-cleaning David technology. Our sales force is very knowledgeable
about the systems and works well with our customers. And consumers
are enjoying the pleasures of drinking a perfectly tapped draught
beer, served at the correct temperature”.
Heineken is absolutely committed to improving the drinking
experience, concludes Ricketts. “The company will continue to drive
quality and the drinking experience through developments stemming
The David
from its research and innovation departments. However, now that
we’ve set quality parameters centrally, we need to support our local
markets to develop the strategy that works for our customers and of
course the consumer who remains central to our success and is best
placed to judge if we are achieving our quality benchmark.”
Such a strategy will result from the available draught beer policy
framework, which aims to optimise the beer quality for consumers
and financial returns for Heineken’s stakeholders, by having clear
directives for the sales force regarding which draught dispense
systems to use for which brand and volume segment.
[email protected]
33
Heineken Purchasing
Strategy Reduces Risk
Over the last few years we've seen a steep rise in the cost of the
raw ingredients used in brewing, grain being one of them - this year
alone, input costs for Heineken will increase by around 15% per
hectolitre. Heineken has forward looking purchasing policies in place
to reduce the impact of price fluctuations.
"Heineken spreads the risk of barley purchases by buying around 50
per cent of its requirements pre-harvest, which allows us to agree
on the price before the harvest, reducing our risk," explains Jürgen
Mulder, Heineken's Category Manager for Barley and Malt.
The practice of forward purchasing, known as hedging, has
advantages beyond just lowering price risks. "We also hedge on
quality. The farmers' co-operatives already know what Heineken
needs in the quality chain. This starts at the seed, fertilizer and
storage stages and allows us to agree in advance which varieties
should be grown. For example, we are already planning on the
varieties to be used in 2010," Jürgen says.
"This year again, Heineken is actively involved in the selection of
the optimum harvest", says Jürgen "Because we have a physical
34
connection with the product, we now enter markets such as Spain,
Romania, Ukraine or Russia and we are choosy about which quality
grains we want to purchase."
Another important aspect in Heineken’s purchasing model is to buy
locally produced grains whenever possible. "We are the only brewing
company with a real global beer brand and we strive to have it tasting
the same in each region,” Jürgen explains. “We believe in local supply
chains, and will buy grains from around the world if it’s agronomically
sound to do so. This helps employ local people and returns benefits to
local suppliers."
The fight for stabilisation is important not just for Heineken, but also
for its suppliers and, ultimately, for the consumer. Raw material prices
today have an influence felt tomorrow and beyond. "Our approach to
purchasing helps us keep quality high while ensuring our end product
is always competitively priced," says Jürgen.
[email protected]
Burundi brewer goes green
This September, Heineken’s Burundian
subsidiary Brarudi (short for Brasseries et
Limonaderies du Burundi), published its
first ever sustainability report, outlining its
efforts to improve Burundi’s environment
and society.
“Making the present state of affairs and our plans for the future known
is our way of making a promise to the public,” Alexandra Sindahera,
Corporate Relations Manager for Brarudi said.
Brarudi operates two breweries that brew Amstel and the local
brand Primus. With approximately 1,000 employees on the payroll
and with its 43 per cent share of the local beer market, Brarudi is a
cornerstone of the local economy. It contributes approximately 14
per cent of the country's gross national product and it pays almost a
third of all the nation’s taxes.
“When your impact on a country is that major, social responsibility
becomes even more essential,” Alexandra said.
Environmentally speaking, Brarudi has committed to reduce its use
of energy and raw materials by more than one fifth over the course
of the next three years. Water use has already been reduced by
more than 35 per cent during the last three years, meaning Brarudi is
running well ahead of its original timetable, which intended to have a
similar reduction realised by 2010.
Water use is a particularly important measure of environmental
performance for Brarudi, since it draws all of its water supply from the
ecologically fragile lake Tanganyika. The lake, the second largest in
Africa, supports more than 400 species of fish and is one of the main
sources of nutrition for a million people living around its borders.
The Burundian brewer also intends to reduce its emission of water
pollutants to zero through the use of more efficient machinery and
recycling.
In the employee safety department there was also good news to
report, with the number of accidents having been reduced by more
than 45 per cent since 2005.
“In addition to the importance of the environment and our employees,
our efforts in the realm of responsible consumption are of great
societal significance to Burundi,” Alexandra said.
In its Sustainability Report Brarudi has announced that it will dedicate
a substantial effort to better inform the Burundian public about
the dangers of excessive consumption. Brarudi has also committed
itself to a self-regulatory code detailing the do’s and don’ts of beer
advertising.
[email protected]
35
International campaign
for responsible consumption
Responsible consumption of beer has long been an objective of
Heineken and this autumn the world will see the launch of the first
true international, internet-based responsibility campaign.
The campaign, dubbed Know the Signs, will reach out to young adult
beer drinkers in an attempt to try to get them to reflect on their own
drinking behaviour. The website at the centre of the campaign went
live last October. The ad campaigns supporting it will be rolled out this
month in more than 12 countries, ranging from Taiwan to Columbia.
The campaign educates consumers in a disarming and witty manner
about the noisy, irritating and sometimes aggressive behaviour
excessive consumption can cause.
Through various channels, consumers are directed towards the
knowthesigns.com website, where they can watch movies illustrating
classic examples of inappropriate behaviour carried out by five
inebriated archetypes: the crier, the groper, the exhibitionist, the
sleeper and the fighter. “Obnoxious alter egos that can emerge after
one-too-many, and are instantly recognised by our target audience,”
according to Sandrine Huijgen, Global Communication Manager for
the Heineken brand.
After watching the archetypes getting themselves into serious
trouble, the video rewinds and a voice-over delivers the campaign’s
pay off. “It could all have been different. When you know the signs,
you’re going to have a great night out. Enjoy Heineken Responsibly.”
Viewers are then invited to embarrass a friend by personalising
an irresponsible archetype with a picture of their pal. “This
personalisation tool should tempt people to confront their friends in a
relevant and non confrontational manner, thus spreading the message
further,” Sandrine said.
Research has shown that twentysomethings are willing to critically
evaluate their own consumption of alcohol if challenged to do so in
a manner that is not overtly moralist. The same studies have shown
that consumers respect the fact that Heineken is promoting socially
responsible behaviour not necessarily in its own interest.
“That conflict should not be overstated,” said Melinda Eskell,
Manager Heineken Brand Communication. “It is also good to
stress that as a premium brand, we value quality over quantity,”
said Melinda.
The campaign is geared to fit the media consumption
patterns of a new generation and its main communicative
platforms are web-based. “The interactive nature of webbased communication really gives our campaign an edge
over what the competition is doing. It also increases
the odds of the campaign having a significant effect,”
Melinda said.
www.knowthesigns.com
36
Brewers of Europe meet with
EC President Barosso
Earlier this summer, representatives
from The Brewers of Europe met
with European Commission President
José Manuel Barroso to discuss the
contribution Europe’s beer industry
makes to the European economy and to
exchange ideas about future initiatives
within the sector. Didier Debrosse,
Heineken President Western Europe, and
Alberto da Ponte, the current President
of the association and Managing Director
of Heineken's operations in Portugal,
attended.
Didier Debrosse (2nd from left) with Alberto da Ponte (3rd from left) and José Manuel Barosso (centre).
The brewing industry remains at the very heart of Europe’s economic
and business environment. That was the message Alberto da Ponte
conveyed to José Manuel Barroso during their successful meeting in
August.
Mr da Ponte explained that the brewing sector generates 2.6 million
jobs, directly and indirectly, and adds 57.5 billion euros of value to
the European economy. “With more than 3,000 global and local
breweries operating within Europe, Mr Barroso saw this combination
as a positive contribution in the context of globalisation,” Mr da Ponte
said. “In addition, the European brewing sector actively contributes
to all priorities under the Lisbon agenda: jobs, growth, innovation and
competitiveness, as well as environment and social standards.”
With many countries across Europe reviewing their social and
legislative policies on alcohol use, another key topic during the
meeting was self-regulation and responsible promotion within the
industry. “Mr Barroso strongly encouraged brewers across Europe
to actively contribute to enhancing self-regulation as a credible and
effective alternative to restrictive alcohol policy legislations,” Mr da
Ponte said. “The current European Commission doesn’t advocate
unnecessary regulatory measures, but Europe’s brewers should take
further leadership in this area,” he added.
The delegation pointed out that the Brewers of Europe believe it is
their duty to make sure that the sector’s advertising does not suggest
inappropriate beer consumption. “Under the EU Alcohol and Health
Forum, of which The Brewers of Europe is a founding member, we
have committed to implement credible and effective self-regulation
of beer across the European Union. We are also the main contributor
to the EU Alcohol and Health Forum and takes our involvement very
seriously,” says Mr da Ponte.
Heineken, which helped shape the association's policy on selfregulation, believes the promotion of responsible consumption is an
important element in its alcohol policy. For example, since 2004 the
‘Enjoy Heineken Responsibly’ message has appeared on all bottles,
cans and packaging of the Heineken brand.
Looking ahead, the parties discussed an initiative in 2009 that will
highlight the European beer heritage. “We see the upcoming Czech
presidency of the EU as an important opportunity to enhance our
contribution to Europe. The Czech Republic is a flagship for beer. We
are contemplating an initiative that would highlight the European
beer heritage, and we would be honoured to have the support and
patronage of Mr Barroso. We look forward to keeping him further
informed on this initiative,” Mr da Ponte said.
[email protected]
37
The British
– A Cultural
38
Public House
Institution
There are over 57,000 of them. They’re the
cornerstone of social life in towns, cities and
villages across the country. And everyone’s
favourite is known simply as the ‘local’. But with
fewer beer drinkers visiting them, is the great
British pub under threat?
The pub’s dilemma
The British have enjoyed a love affair with the pub—and
beer, the pub’s most important commodity—since
as far back as Roman times. Over the past few years,
however, pubs have seen a steady decline in their
annual beer sales, with changes in drinking habits,
increased off-trade competition and the smoking ban
all taking their toll. According to the British Beer & Pub
Association, over 30 pubs in the UK go out of business
each week. Add to the mix a downturn in the economic
climate and an increase in beer duty, and the decline
in the pub’s popularity can be easily explained. The
question many in the industry are now asking is: where
to from here? Some believe the answer involves a
return to basics.
Ale in the 19th century
At the beginning of the 19th century, pubs were the
most important social venues for the working class
man. As the country developed during the Industrial
Revolution and its manufacturing output grew, beer
drinking was seen as an important way of maintaining a
healthy working class.
Around this time, some entrepreneurial pub landlords
began looking for ways to expand their customer base.
Many decided to open a second area in their pubs,
known as the lounge bar, to attract those interested in
being entertained while they drank. Offering singing,
dancing or card games, the lounge bar was a hit, and
pubs up and down the country began to divide the
public bar from the lounge bar. The beer was more
expensive in this new section, but for some in classdriven Britain this just added to the appeal.
By the end of the 19th century, the demand for beer
had increased enormously. Keen to ensure drinkers
remained loyal, and to gain a competitive advantage,
breweries began signing agreements with pub
landlords to sell their beers exclusively. Known as tied
distribution, this form of one-brewery-only stocking
transformed thousands of pubs around the country.
39
Regional tastes developed as drinkers
concentrated on the beers produced by their
local brewers. The pubs that remained free to
stock beers from any brewer were known as
“free houses”, a term still used today.
Across the country, brewers were
experimenting with different styles and
tastes. Pale ales, such as Bitter, were highly
popular. Brown ales, like Mild, were produced
using darker barley malt. Both had an alcohol
content of around six per cent, higher than
that of today’s equivalent beers.
Another highly popular ale was India Pale
Ale, developed by British brewers in the
18th century in response to the problems of
shipping beer abroad. Prior to refrigeration
and pasteurisation, the only way a brewer
could conserve a beer was through the
use of alcohol and hops. India Pale Ale
combined both, producing strong-tasting ale
characterised by a distinct bitterness.
Changes in drinking styles
By the 20th century, however, drinking styles
across the country were starting to change.
British tastes began to match those of their
European neighbours, and pub-goers were
moving away from traditional ales towards
lager. Lager went from being a minority beer
in the 1950s to accounting for over 50 per
cent of all annual beer consumption by the
1990s.
Until the end of the 1970s, beer consumption
in Britain was growing at an annual average
rate of two per cent. Peak consumption
topped out at around 70 million hectolitres
in the mid-1970s. Following a drop-off
in the 1980s following a recession, beer
consumption stabilised in the early 1990s at
around 62 million hectolitres.
But it wasn’t just the taste of beer drinkers
that changed—so did pub styles. Following a
shake-up in legislation in the 1980s, brewers
and pubs were forced to break off many
of the tied deals they had in place. The
government wanted drinkers to be offered a
wider choice of beers when they visited their
local.
The change in legislation coincided with
a resurge of interest in ale, driven by the
emergence of a group called the Campaign
for Real Ale. This advocacy group sought to
promote traditional ale, which they define
as beer made from traditional ingredients,
matured in the cask or bottle and served
without too much carbon dioxide. In fact,
one of their medal winners is Caledonian
Brewery’s Deuchars IPA—a beer that’s now
part of the Heineken portfolio.
40
The times are changing in British pubs. Consumers expect their
local to offer them more than they traditionally have.
Current trends in Britain
“The current state of the beer landscape in
Britain is fairly mixed,” says Heineken’s UK
Customer Marketing Controller Chris Duffy.
“There are heritage brewers, a number of
entrepreneurs, large brands like Heineken
and niche players that tend to concentrate
on speciality ales, as well as an increasing
number of imported beers from all over the
world.”
There are also a few traditional brewers that
still have a number of tied pubs, as well as
various large pub owners and some strong
independent operators. “The evolution of the
beer market in Britain has led to a diverse and
demanding beer drinker,” says Chris. “Like
the beer market itself, the demands of British
consumers represent a challenge.” As he sees
it, the British beer drinker has a considerably
larger selection of beers to choose from than
other European drinkers. In addition to a
formidable selection of lagers and premium
lagers, there is a wide range of bitters, stouts,
mild beers and ciders on offer. “All of this
adds up to a sophisticated consumer.”
Annual British beer consumption per capita
is exceeded by only a handful of countries
around the world that includes the Czech
Republic, Ireland and Germany. However,
unlike the Germans and the Czechs, who
enjoy drinking beer in traditional bars
and beer houses, the British are less
discriminating about where they sup their
favourite pint.
In addition to the wide selection of available
beers, brewers also have to consider the
diverse range of places where people in
Britain can drink beer. The British beer
drinker has a lot of options, says Heineken
UK’s Senior Brand Manager Lucas Bergmans.
“Just as one type of beer seems strange to
the British drinker, so too their repertoire
of drinking establishments is diverse,” says
Lucas. “Although the number of on-trade
licensed premises is dropping across Britain,
there are still an estimated 141,000 licensed
premises.” He notes that this has led to varied
drinking venues and a demand from the
consumer for more choice.
British consumers are more discerning than ever when it comes to choosing a pub.
Better beer from improved tap systems can often influence their choice.
For example, in Britain there are currently
over 45 lager brands to choose from. This
compares to around 35 brand choices in
Germany, or 28 in France. “British beer
drinkers expect choice and diversity with no
lack of quality in their drinking habits,” says
Chris. “In addition, they demand a selection
that includes standard and premium lagers,
as well as cask ales and speciality beers.”
One way to tackle the sophisticated British
market is to cater to different consumers at
different times of the day. Many British pubs
now offer food from early in the day until late
in the evening, attracting people for brunch,
lunch and dinner. “Pubs often match their
offering to the occasion and time of day, to
get around the need to provide different
venues for different consumers’ needs,”
Lucas comments. “For example, some pubs
serve food throughout the day. Then in the
evenings they will clear the tables away and
change their look for a different crowd.”
Pub visitors
Is there such a person as “the typical British
pub visitor”, then? The simple answer is that
there isn’t. “The best way to deal with the
British beer drinker is through the portfolio
approach,” says Chris Duffy. “This enables
us to provide a range of beers that meets
consumer needs and ultimately delivers
category growth and increased profitability
for customers.”
Chris highlights a variety of situations the
brewer and the pub has to contend with.
“Consumers in Britain need a range of
beers to suit many different occasions. For
example, some are looking to wind down
after work, while others are out to celebrate.
Others want to drink premium lagers without
a high alcohol content, and yet others are
looking for traditional ales.”
we’re in the unique position of being able to
offer Britain’s beer drinkers the product they
want, when they want it,” Lucas says.
The British pub has been resilient in the
past and is having to adapt once again to a
new set of social and economic challenges.
Willie Crawshay, Managing Director of S&N
Pub Enterprises, believes that the number of
pubs in the UK will depend on their ability to
adapt. “Only the best will adapt and prosper.
We aim to be the best in community locals,
providing good beer, a value food offer and
traditional pub entertainment.” Elsewhere the
emergence of gastro pubs and family pubs is
demonstrating how excellent retail standards
help to satisfy an ever more demanding
customer.
[email protected]
Meeting the consumers’ expectations is
paramount, says Lucas. He believes brewers
need to be able to offer Britain’s beer
drinkers a wide-ranging selection of highquality products to satisfy demand. “As
we combine Scottish & Newcastle’s strong
portfolio with Heineken’s range, it’s clear
41
Ice Hockey:
Glory on the Rink
42
I
n many countries, national pride is born – or broken – on the ice hockey
rink. Through different brands around the world, Heineken sponsors the
sub-zero battle for glory.
43
Rise of Slovakia, rise of Corgon
As the match entered its final seconds, Bondra moved
into strike mode, while a team-mate scooped up the
puck on the rebound. Bondra swiftly passed the final
defender and launched the puck past the Russian
goalie. The stadium shook. For the first time in its nineyear history, Slovakia was world champion.
“These are the most replayed ten seconds in Slovak
television history,” jokes Roman Krajniak, Corporate
Relations Manager for Heineken Slovakia. “They’re
a defining moment for the nation. They proved that
a small country like ours could be number one at
something. At anything.”
In the nine long years before 2002, Slovakia had fought
a long, uphill battle to break free of the lowest levels of
international ice hockey. And the story parallels that of
Corgoň beer. Corgoň was a small regional brand when
Heineken acquired it in 1997, but Heineken wanted
to reposition it as a mainstream national brand. This
looked like a daunting task – until Heineken Slovakia
entered into a sponsorship deal with the national ice
hockey team in 1999.
The partnership rapidly bore fruit. “We got lucky
pretty soon,” says Roman. A mere year later at the
2,000 World Championship, the Slovak team had its
first major success when they met their neighbours
(and archrivals) from the Czech Republic in the final.
Unfortunately for the Slovaks, the Czechs won by a
healthy two-point margin. Still, a silver medal at the
World Championship was then considered a great
achievement, and Slovakia celebrated.
“Nobody had expected the Slovak team to become
so successful so quickly,” says Roman. The team was
flown back in to the Slovak capital of Bratislava after
the final match, where thousands awaited them on the
city’s main square. The Corgoň flowed generously on
that occasion: it represented a definitive take-off for
sales, which continued to soar in the following years.
This year, as the championship year came to an end,
Corgoň’s market share had reached 13 per cent.
On May 11, 2002 Peter Bondra wrote Slovak history.
This small Central European nation, which had been
relegated to the lowest divisions of international
ice hockey less than a decade before, finally had a
After a disappointing performance at the 2002 Winter
Olympics in Salt Lake City, nobody expected the team
to do well on its next outings. But then came a stellar
performance at the World Championships later that
year. “Victory came as a surprise,” Roman says. The
resulting boost in Corgoň sales pushed the brand to
the top of its league as well. In 2003 it became the best
selling beer brand in Slovakia. “It’s a champion in its
own right now,” comments Roman.
chance to take its rightful place at the highest level
Karjala: beer of buddies
of international ice hockey. The exhilarating final of
the World Championships in Gothenburg against ice
hockey superpower Russia was tied 3 - 3, with a mere
two minutes left on the clock.
44
Heineken is involved in ice hockey in markets all over
the world, where beer and spectator sports go well
together. The sport, which originated on Canadian
university campuses in the late 19th century, has a
reputation for being hard and fast. It is a natural fit
with the brand image of local beer brands striving for
national recognition.
Finnish Karjala beer is a good example of what beer
and ice hockey can mean to each other. The brand
had gone through a rough spot in the late 1980s and
early 90s, when it suffered from a negative image, with
Fins considering it to be the less cosmopolitan choice
among beers, and sales were declining accordingly.
By the early 1990s, market share had plummeted
from 27 per cent in 1988 to just five. “The only thing
keeping us afloat was our sponsorship of the national
team,” says Harri. But when the Finnish won the world
championship in 1995 by defeating the Swedes 4 - 1,
it gave the brand a much-needed boost. The moment
proved pivotal in the brand’s history. From 1995
onward, the brand began to recover.
“One could even say that Karjala owes its existence
to ice hockey,” says Karjala brand manager Harri
Rajakaltio. In 2003, the brand released a special ice
hockey edition, Karjala Championship Beer.
Karjala centred its new branding strategy around some
of the positive elements that define ice hockey: the
social and the masculine. “Adult male bonding became
the centrepiece of our public image,” says Harri. “And
ice hockey was our method of putting that message
out there.” As a part of the new strategy, Karjala
introduced its own international tournament. As a
result, ice hockey fans today see the name of the beer
brand as being synonymous with the annual joust held
in November between four ice hockey giants: Sweden,
Norway, Finland and Russia. The strategy has proved a
success. “We took the negative associations people had
with the brand and really turned them around,” says
Harri.
Next stop: Switzerland
Ice hockey fans around the world, Harri included, are
eagerly anticipating the upcoming World Championship
in Switzerland, which will kick off in the spring next
year. While Heineken is not sponsoring the World
Championship, Switzerland is perhaps the place where
Heineken is involved in ice hockey the most. Through
its Calanda brand, Heineken sponsors three teams
in A and B leagues. Anticipating a rush of ice hockey
fans from around the world to his country, Patrik
Widman, Calanda’s Brand Manager, is looking for ways
to increase Calanda’s visibility. “Some of the matches
will be played on the ice rinks of clubs that Calanda
sponsors,” says Patrik. “Still, we are looking into other
activities that will show that Calanda is the beer of
real fans.” Calanda already has put out scratch cards
featuring a picture of a hockey puck to bars and cafés
around Switzerland.
“In 2003 Corgonˇ became the best
selling beer brand in Slovakia.
A champion in its own right.”
Of course, Calanda – like all Heineken brands - does
everything it can to encourage a responsible approach
to drinking alcohol. As one of the world’s leading
brewers we take our responsibility to inform people
about responsible consumption very seriously and
increasingly, all our sponsorship activities worldwide
carry a responsible drinking message too.
While promoting the responsible consumption of
Calanda is a high priority for Patrik professionally, a
Swiss victory is of course at the top of his personal
wish list. The Swiss have one of the strongest club
competitions in the world, but they have never won a
gold medal at the World Championships. Meanwhile, the
Fins and the Slovaks also believe that their teams have
a chance of winning the grand prize. By April next year
we will know whose faith was justified.
[email protected]
45
Tr en d s & Inn ovati o n s
Better times for beer in the US
Beer is back, according to the renowned US polling
organisation Gallup. A recent study by them shows
that beer is gaining on wine and liquor in the US as the
preferred alcoholic beverage.
The poll, conducted annually since 1992, had
shown a steady increase in wine’s popularity
as the favourite alcoholic beverage amongst
drinkers at the expense of beer during the
90s and 00s. In 2005, for the first time, more
drinkers reported preferring wine than beer.
wine or liquor, while wine is the preferred
beverage of older drinkers (age 50 plus).
Since then, the trend has been reversed, with
the latest data showing beer with an 11-point
advantage over wine. This development
can be chalked up mainly to an increase in
popularity of beer amongst consumers aged
30 to 49, of which almost half now say they
prefer beer.
Dan Tearno, Chief Corporate Relations Officer
for Heineken USA, says the poll confirms
that beer is still king in the US. “Despite
increasing competition from wine and spirits,
the consumption gap between beer and
other alcoholic beverages is widening.” Dan
said. “As we mark the 75th anniversary of
the repeal of Prohibition in the U.S., we can,
despite the economic challenges we face,
celebrate a healthy industry for the nation’s
brewers and importers.”
Younger Legal Drinking Age* (LDA) drinkers
are still much more likely to drink beer than
Eric Shephard, Executive Editor for Brewers
Marketer’s Insights, a leading U.S. industry
newsletter, offered, “These are indeed
better times for beer. In terms of absolute
alcohol consumed, beer definitely makes up
the lion’s share. Currently 54.4 per cent of
all alcohol consumed in the US comes from
beer.”
According to Eric, who has been reporting
on the beer business for 32 years, the
development is mainly a reflection of
beer’s increasingly positive image. “It is
an interesting question if the larger beer
brewers and importers will be able to harness
that phenomenon, as large wine houses have
done in the past,” Eric said.
www.gallup.com
Do you most often drink liquor, wine, or beer?
Based on U.S. adults who drink alcoholic beverages
% Beer
% Wine
47
47
% Liquor
46
45
42
43
46
44
42
39
29
27
20
18
1993
31
31
27
21
1995
19
1997
1999
33
33
2001
* the legal drinking age in the US is 21 years or older. This is according to federal law.
40
34
30
22
24
21
23
18
GALLUP POLL
46
33
22
22
18
41
36
34
32
39
2003
2005
2007
22
42
31
23
Amstel Pulse sets new standard
for beer bottles
The Amstel Pulse bottle is transparent,
stylish and simple. It is the design the jury
of the prestigious Cannes Advertising
Festival awarded with its first ever award
for packaging.
The Cannes jury selected the Amstel Pulse
bottle from more than 1,000 entries from
around the world. “A once in a lifetime
experience,” is what Packaging Design
Manager Richard Grosmann called the award
ceremony held this summer, celebrating the
brand team’s achievement.
Richard worked closely with packaging design
Agency VBAT to design the new bottle for
Amstel Pulse. “Building a new global product
from the ground up is a rare opportunity
indeed,” Richard said. “One that I enjoyed
immensely.”
Amstel Pulse fits with the innovative nature
of the Amstel Brand and taps into the
global appreciation for more accessible
and less bitter premium beers. Research
by Amstel marketers has shown that there
is a huge potential amongst 25 to 35 year
olds worldwide for this type of premium
proposition. Amstel Pulse tries to cater to this
demographic.
The design of the bottle is intended to reflect
the smooth and accessible nature of the beer
it contains. “The logo is a minimalist version
of the original Amstel logo, which has a
long history,” Richard said. “By reducing the
amount of visual clutter on the bottle we have
given the bottle a slicker feel.”
Grosmann and the VBAT designers drew
inspiration from a visit to the old Amstel
brewery in the historic centre of Amsterdam,
just minutes away from the first Heineken
brewery. “We felt it was important to connect
with the beer’s 136-year history before
deciding how to move on,” said Richard.
“The old brewery was definitely the place to
do that. The smell of beer still lingered and
we found a couple of bottles decades old,”
Grosmann said.
While the new Amstel Pulse Bottle might
seem modernist with its minimalist features,
it is also part of a long tradition. “The brand
has a history of innovation in the packaging
department,” Richard explained. “Amstel was
the first Dutch brewer to start exporting its
beer in cans in 1955.”
Amstel Pulse has been introduced in 10
countries so far with several more to follow
this year. Amstel Pulse has only recently
been introduced recently in most countries,
but it has already sold more than 500,000
hectolitres.
[email protected]
What’s inside the bottle
Amstel Pulse is a smooth, easy to drink premium lager with an invigoratingly
fresh taste. Amstel Pulse is specifically brewed to be enjoyed with ease.
Modern and innovative award winning packaging
Alcohol
Bitterness Color
4.7% ABV
12 EBU
7 EBC
ABV is the percentage of alcohol measured by volume. The bitterness of a beer is
measured on the European Bitterness Scale (EBU), and is determined by the amount and
kind of hops used to brew the beer. Guinness scores well above 45 while lagers generally
clock in around 20. EBC is the European Brewer's Convention colour intensity scale
which is measured by passing green light through a sample and determining how much
is absorbed. Most blond beers register below 12.
From left, Richard Grosmann, Eugene Bay
and a jury member at the ceremony.
47
Tr en d s & Inn ovati o n s
Heineken Experience Reopens
The Heineken Experience in Amsterdam reopened for
business after months of renovation. The Heineken theme
park evokes the past and embraces the present.
Situated on the edge of Amsterdam’s
seventeenth century historic district, the
Heineken Experience’s exterior bears silent
witness to the long history of the Heineken
brand. The façade of the original brewery,
built in 1868, still stands, flanked on both
sides by the sleek art deco expansion that was
added to it in 1930. These historical exteriors
still proclaim, in larger than life lettering,
that a brewery lies within. A neon-sign in
the middle, lining a recently constructed
glass door entrance, betrays the building’s
new function as one of Amsterdam’s biggest
tourist attractions.
Every year, close to half a million tourists
from around the globe flock to the Heineken
Experience, were the Heineken brand was
born so long ago. Gerard Adriaan Heineken’s
mother laid the first stone of the building
in 1867, a mere three years after her son
founded the company.
This November, the Heineken Experience
reopened after an extensive renovation
carried out by the company that also
designed parts of Disneyworld, NASA’s Cape
Canaveral and Universal Studios theme parks.
The result is a one-and-a-half hour wild ride
that teaches visitors all about how Heineken
is made. The Experience is exactly what the
name implies, engaging all the senses in the
process. Visitors can taste hops and barley,
feel the heat that is used to cook the wort and
sniff up the smell of malt that used to linger
around the neighbourhood when the brewery
was still up and running.
“I still remember that smell. It left no doubt to
what was going on behind those walls,” Harry
Philippa recalls. Harry is one of the few people
involved in the Heineken Experience who can
still recall the time that the brewery was still
functioning.
Today Harry is manager of Heineken Internal
Services. As the original brewery’s last
controller, he oversaw its demise in 1988. It
was Freddy Heineken himself who paved the
way for The Heineken Experience. Rather than
selling off the brewery, which his grandfather
had constructed, he decided to change it into
a welcome centre for corporate relations,
which would evolve into the Heineken
Experience in 2001.
Still heavy with history, the Heineken
Experience today holds a middle ground
between the times past and modernity. A
beer draughting robot, used by Heineken
scientists to measure the qualities of brews is
on display, side by side with the trowel used
by Gerard Heineken’s mother to lay the first
brick in the nineteenth century. Visitors can
tape their own souvenir videos and email
them to friends on special terminals, but also
check out historic Heineken ads from times
past. A small menu from a 19th century hotel
recalls a time that Heineken was sold for
6 guilder cents a bottle, while a video wall
celebrates the long-time sponsorship of the
UEFA Champions League.
A fitting combination, says Harry, for a brand
with a distinguished history and a bright
future. “Heineken was born in Amsterdam,
and raised by the world. The story we tell
here, is one that has not yet come to an end.”
www.heinekenexperience.com
48
New membrane
to revolutionise beer filtration
A new development in filtration technology, pioneered
by Heineken, promises to benefit sustainability and
reduce costs.
Close cooperation between Heineken and
the Dutch-based filtration and purification
specialists Norit NV has produced a
new filtration system using a micropore
membrane filtration system that is set to
become the industry standard in the years to
come.
Heineken’s Manager Research & Innovation at
Group Supply Chain, Lex Ronteltap
says “unlike, for example, in a coffee filter,
where the pores are easily clogged, we use
what we call cross-flow filtration by keeping
liquid flowing over the membrane at high
speed,” Lex explains. “In this way, you can
keep the pores open allowing for a more
efficient filtration process with the yeasts
and proteins staying behind, and a clear beer
filtering through.”
Highlighting the benefit of the new
technology, Lex says that in a traditional filter,
you are left with a mix of the proteins and
yeast you have removed from the beer.
An added bonus is that the cost of the
membranes is relatively low and they can be
re-used.
“One of the development challenges was to
clean and regenerate the membranes after a
filter run. The breakthrough in the research
with Norit was to find a cleaning agent that
could effectively clean the membrane. In
spite of the use of cross-flow, over time
(15-30 hours), there is still inevitably some
fouling that occurs from deposits building
up on the membrane,” says Lex. “Once a
detergent was found that could regenerate
the membrane to its original state, we could
start producing the membranes on industrial
scale, and start the roll-out.”
Membrane filters have already been installed
in three Heineken breweries, namely
Madrid (Spain), Warka (Poland) including a
recently installed extension, and Craiova
(Romania). “The fact is that you can’t just
keep an innovation like this to yourself, so our
technology has also shown its impact on the
industry at large by being been installed in 15
non-Heineken breweries.” He points out that
as Heineken and Norit jointly own a number
of crucial patents in the technology, Heineken
will also benefit if competitors use it.
[email protected]
49
Caves Wengler
and Heineken
‘dating’ for 30
years
50
H
eineken’s partnership with Caves Wengler, a Luxembourg based
family business, dates back to 1978 and is still going strong.
Gérard Wengler, who is the fourth generation to run the business,
takes a trip with us down memory lane.
51
“My father was very determined.
He said: ‘I only want Heineken, no other beer.’”
“
liked the quality of the beer and its reputation. He wanted to become the
beer he was looking for to match our offering of premium wines, champagnes and spirits. My father was very determined and said: ‘I only want Heineken, no other beer.’”
“Our partnership with Heineken started because my father, Albert Wengler,
exclusive distributor of Heineken® in Luxembourg. He was convinced that Heineken® and Caves Wengler would be a good match. It is the premium Proud to sign on
It was a good instinct: Heineken shared the Wengler
vision. On the 5th of June 1978 Gérard went to
Amsterdam with his father and uncles Paul and Edmond
to sign the contract with Mr Freddy Heineken himself.
“I was 25 years old at the time. I clearly remember
that my father was very proud to meet Mr Heineken in
person,” says Gérard.
Beer loving nation
The match worked well, also because Luxembourg is a
beer loving nation well able to appreciate a fine brew.
“Luxembourg has a fair number of beer breweries,
given its tiny size.” says Damian Dabkowski, Heineken
Manager Export & Licenses for the Western Europe
region. The principality has a population of around
440,000 and a total beer consumption of 370,000
hectolitres a year. There are two main local brewers,
but Heineken® is the leading imported premium beer
brand in Luxembourg, with a market share of more
than 2 per cent. “The market share of Heineken® has
increased steadily since Caves Wengler became the
sole distributor. This is quite an achievement, given that
annual per capita beer consumption in Luxembourg
has fallen from 120 to about 85 litres over the last few
years.”
52
Still growing
Caves Wengler aims at an annual increase of 10 per
cent to 15 per cent a year for Heineken®, in both
volume and turnover, says Gérard. . “Heineken® is
our number one selling brand in terms of volume. We
cover 100 per cent of Luxembourg’s supermarkets and
fuel stations, and 90 per cent of all restaurants. We
reach the bars and bistros via our wholesale business.
We also have some 6,000 customers.” Internet sales
have started to become more interesting recently, he
adds. The firm mostly offers bottled beer, but five litre
Heineken® DraughtKegs are available from the web
shop.
Heart of Europe
Luxembourg, while not an obvious choice at first
sight, is clearly a strategic market for Heineken. “It’s
not one of our largest export markets but it’s a very
suitable market for us,” says Damian. “Luxembourg is
situated in the heart of Europe, and bordered by big
beer-loving countries Germany and Belgium, as well as
France, famous for its wine. The Luxembourgers have a
tradition of eating out and they take time for business
lunches or dinners at bars and restaurants.” The
principality also hosts many expats because the city
of Luxembourg is the seat of several institutions and
agencies of the European Union.
Luxembourg is also very popular amongst natureloving tourists and cross-border shoppers, who take
advantage of lower petrol prices, he says. As the
exclusive distributor to petrol stations in Luxembourg,
Caves Wengler therefore helps Heineken® to reach
cross-border shoppers. All of those factors combined
make Luxembourg an interesting beer market for
Heineken.
Salesforce
Wengler:
From Left
to right:
Bernard,
Frédéric,
Dominique,
Armand,
Raymond
and Rui.
Heineken heart
Damian has been working with Gérard for more than
three years, and he enjoys meeting him at the firm’s
elegant chateau. “The amazing setting of the Wengler
headquarters, combined with the family business
atmosphere, makes you feel at home straight away.
Gérard is a real specialist who takes his time to advise
his clients on their purchases. He doesn’t distinguish
between large purchases of the most expensive
champagne or small ones of a few cases of Heineken®.
I can honestly say that he has taken Heineken into his
heart. To celebrate our thirty-year partnership, we
have invited Gérard and his colleagues to come to
Amsterdam to visit Heineken.”
Caves Wengler history
The “Wengler Empire” started in 1897, when Gérard’s
great-grandfather, Pierre Wengler founded the
company. Pierre Wengler was a farmer who produced
his own wine and juices, as well as distilled spirits,
and sold them to restaurants. He also had his own
establishment. “When my grandfather Jean-Pierre took
over, he decided to give up farming. It was he who built
the trademark château, which we still use as our office,
our shop and for events. And it was built on the grounds
of the original farm.”
bought all the shares in 1992 and became the sole
owner. I hope that one of my daughters, Charline or
Céline, or maybe even both, will take over the business
one day.”
Gérard says that he was “married to the job” for many
years, and was late in becoming a father. “I hope that I
will keep my good health long enough to help them run
the business.”
Under pressure
Despite the obvious match with Heineken®, Gérard
says that it is not easy to sell beer in Luxembourg. “The
Luxembourg beer market has been under pressure
for a few years now. We are very proud that we have
managed to keep our sales stable, compared to 2007,
given the rainy summer we had this year. In fact, we
hope to show a gain in sales at the end of the year.”
His view of replacing the traditional export bottle
with the Heineken® longneck bottle with clear plastic
label, has helped sales. “Our customers love the new
longneck,” he says. “It has a more luxurious feel to it
that makes it fit in even better with our other premium
brands.”
Toast
After Jean-Pierre’s retirement, his sons Albert, Paul
and Edmund continued the family business. In the
1960s Gérard’s father, Albert reoriented the company.
He stopped in-house production and Caves Wengler
became a distributor and importer of premium
brands. “My father died in 1981 and at the same time
his brother Paul retired. I’d started working for the
company in 1975. For many years I ran the business
with my uncle Edmond and my mother Tilly, until I
Heineken®’s match with the firm’s other premium
brands is demonstrated time and again at the tasting
events they organise, to which around 400 people
are usually invited. “Afterwards, people often ask for
a bottle of Heineken®,” says Gérard. “And when I’m
thirsty, I’ll also open a bottle of Heineken®. So I’d like to
toast to our fruitful relationship with Heineken, which I
hope will continue for many years to come.”
53
54
Bond and
Heineken
join forces
once again
More than half a century ago, Ian Fleming released his first
James Bond novel, Casino Royale. From these humble beginnings,
James Bond has grown into a truly global phenomenon.
Quantum of Solace © 2008 Danjaq, LLC, United Artists Corporation, Columbia Pictures Industries, Inc. 007 Gun Logo and related James Bond Trademarks © 1962-2008 Danjaq, LLC and United Artists Corporation. Quantum of Solace, 007 and
related James Bond Trademarks are trademarks of Danjaq, LLC. All Rights Reserved.
55
“Enter the world
of Bond,” is the
main message
behind the global
campaign.
The release of Quantum of Solace earlier this month,
marked the 22nd edition of the James Bond franchise,
which has grossed more than $4 billion at the box office
in its 46-year history. Unsurprisingly, most people have
at least a passing familiarity with the character that
sprouted from Fleming’s imagination so long ago. It
is estimated half the people in the world have seen at
least one James Bond movie. Research has shown that
the 007-logo is one of the most recognised symbols in
the world, just behind the Olympic rings and the
UN-logo.
Heineken and Bond: old friends
Heineken® has been an integral part of Bond history
for more than a decade now, with Tomorrow Never
Dies (1997) being the first Bond movie sponsored by
the global beer brand. EON, the family-run production
business owned by the Broccoli family, whose name has
been intrinsically linked with the James Bond movies
from the very beginning, approached Heineken shortly
before the 18th Bond movie went into production.
“Heineken and the World of Bond are a credible
partnership,” says Christopher Carroll of Heineken
International. “Both brands are internationally desired
and promote shared themes of premiumness, style and
being clever.”
Much like the Bond franchise itself, the partnership has
since evolved into a worldwide marketing platform,
says Christopher. “When it comes to assisting the brand
56
driving sales and brand preference on a global scale,
within the world of film Bond has few equals.” The
Quantum of Solace campaign, which kicked off more
than a month ago, is looking to have the most impact
of all the Bond-Heineken team-ups so far. Heineken
plans to roll-out Bond promotions in an estimated 50
countries, across all available media.
Making an ad befit a Bond movie
The centrepiece of the new campaign is a 45-second
commercial which will be screened worldwide in movie
theatres, through the internet and on television. The
plot: Our hero, a stylish 28 year-old minding his own
business, goes into the supermarket to purchase his
favourite beer. When he picks up a promotional pack
of Heineken®, he slowly enters the World of Bond.
The cashiers at the checkout change into Bond girls.
Coming back from the supermarket, our hero’s house
transforms from a white picket fence home into a
Bond-villain style lair. (True fans will instantly recognise
a tribute to Dr. No’s shark infested digs.) Finally, as our
hero moves deeper into the den, he stumbles into a key
scene from Quantum of Solace. The party with James
Bond is underway, and Camille (the latest leading lady,
played by Olga Kurylenko) is beckoning…for a beer – a
Heineken®! The transition, from a supermarket in a
Dutch suburb to the Bond movie footage shot in the
Central American nation of Panama, is flawless. But
while this might seem effortless on screen, the reality of
“Heineken and Bond are a natural match:
stylish, classy and internationally recognised.”
making it was quite
the opposite, says
the commercial’s
director, Keith
English. Firstly, Keith
and his crew had
to transform an ordinary supermarket into an actionpacked Bond set. The change is immediately apparent
from the moment the lead-actor picks up his Heineken®
six-pack and strolls down the aisle. The secret:
Bondesque music, different body language on the part
of the actor and a bluish shade of light. “Changing the
lighting took almost a whole day, but the transformation
was really quite startling,” Keith recalls.
The “secret lair” setup is actually a 1:8 scale
representation of the real thing, meticulously designed
by specialist modellers. The actor moving through it
was cut into the set in postproduction, meaning he had
to do most of his acting in front of a blue screen. “Our
lead actor was often reacting to stuff that did not exist
in reality. Sometimes, he would be responding to bits
of blue screen or crosses drawn on sticks as temporary
sight-lines,” says Keith.
crew had to rebuild the actual bar as it can be seen
in Quantum of Solace. “There were quite a number of
difficult scenes in the commercial as it was all quite
complex – from matching existing footage to the
stuff we shot, to creating outlandish apartment sets
on miniature scale – all of them made us work for our
living,” says Keith.
Enter the World of Bond
The ad ends with the campaign pay-off: “Enter the
World of Bond.” The main message behind the campaign
Christopher explains: “Heineken provides access to this
aspirational world: the World of Bond.’’ Heineken’s main
campaign tool is its direct association with the primary
features of the World of Bond: actor Daniel Craig and
leading lady Olga Kurylenko. Consumer research shows
that Heineken® belongs and is associated with Bond’s
world. In the ad, Olga chooses our hero over 007 to
enjoy a Heineken with. As Olga herself puts it: “Movies
make us dream. That is why we make them.”
The commercial is currently being broadcast on TV in
more than 20 countries, from China to Chile. It is also
available through the Internet and can be seen at movie
theatres in several countries also.
For the final scene of the ad, our hero slides up to the
bar where the leading lady Camille is waiting for him
with two bottles of Heineken®. For these shots the
[email protected]
57
58
WHAT:
WHERE:
The above image of the waiter bringing a glass of
Heineken beer was always accompanied by the slogan
"your Heineken sir".
The opposite ad promoted a new Heineken label
introduced for the Dutch market. It was accompanied
by campaigns with the new slogan "the most popular
draught beer everywhere".
The campaign featuring the waiter was originally
destined for the Dutch market but also featured in the
French and US markets.
WHEN:
WHO:
The image of the waiter was first introduced in 1948.
The ad campaigns promoting 'modern and worldly’
images such as the “most popular draught beer
everywhere” dates from the late 1950s.
The waiter campaign was created by the Dutch
advertising consultants Palm and the image of the
waiter was designed by Eppo Doeve.
59
Events
Bulmers plants new orchards
December 2008 and onward
Herefordshire, England
Bulmers Cider will plant the first of 400,000 apple trees it will propagate over the course
of the next three years this December.
More than 60 local farmers are seeking 25-year contracts with Bulmers to maintain the
new apple orchards that the brewer needs to supply the growing demand for cider.
The apple varieties that Bulmers uses, such as the Hastings and Amanda, are the result of
two decades of research. Bulmers has a long history in the Herefordshire region, which
is particularly suitable for growing apples due to its climate and rich topsoil. Some of the
farmers in the region have been working with Bulmers for four generations.
Annual results presented
February 18, 2009
Amsterdam, The Netherlands
Another fiscal year will go down in the books as Heineken presents its annual results for
2008 to press, analysts and the public. The presentation will take place at the Heineken
Experience in the Koelschip where the beer used to be cooled, on the 6th floor.
Heineken first published its year results in 1939, shortly after its initial public stock
offering, making this the 69th time that Heineken accounts to its shareholders.
www.heinekeninternational.com
Heineken sets new sales record
December 31, 2008
Brazil
With mere weeks left this year Heineken is poised to report record annual sales in
the Latin American nation of Brazil. The brand has benefited greatly from a premium
repositioning three years ago, and sales have been skyrocketing ever since. When
this magazine went to press, sales had already surpassed last year’s, reaching their
highest level since 1990. The turnaround for the brand came in 2006 when Heineken
introduced premium marketing and a 60cl bottle, a more familiar form of packaging for
Brazilians.
“Brazilians like extremely light beers, so full-flavoured Heineken occupies a niche
market here,” says Herbert Gris, Marketing Manager for International brands in Femsa
Cerveja Brasil, Heineken’s local operation. “Still, the sheer size of the Brazilian market
and the fast development of the premium segment means that we can grow even more.”
60
[email protected]
61
62
The People’s Darts Championship
January 11, 2009
Frimley Green, England
Events
Two of the UK’s best amateur dart players will face off at the prestigious Lakeside country
club, just minutes before the start of the BDO World Professional Darts Championships,
sponsored by John Smith's.
The two contenders will be the last men left standing after several rounds of knock-out
competition between the finest darters fielded by over 4,000 British pubs. The People’s
Darts Tournament, as the new event has been dubbed, is modelled after the wildly
successful People’s Race, which will be held for the third time next year. The People’s
race gives amateur equestrians the opportunity to compete on the Aintree racetrack, just
before the Grand National is held at the same location.
www.johnsmiths.co.uk/peoplesdarts
Hahnenkamm ski race
January 23-25, 2009
Kitzbühel, Austria
The small Tyrolean town of Kitzbühel – population 7,000 – prepares for the annual
invasion of 100,000 ski fans for the Hahnenkamm ski weekend. Heineken-owned Gösser,
the most popular beer in Austria, is the event’s main sponsor. The three day event
features three alpine ski disciplines: the so called "Super G" - a high speed slalom, the
downhill race, and the slalom.
Kitzbühel boasts a surprisingly high number of pubs for a town of its size: more than 30
altogether.
www.hahnenkamm.com
St Maarten Heineken Regatta
05-08 March 2009
St Maarten, the Caribbean
The Caribbean isle of St. Maarten is preparing for the 29th running of the Heineken
Regatta. Heineken is once again the event's main sponsor, having renewed its contract
last year.
The Regatta, now an international yachting event, started out as a modest boat race with
a mere 12 participants in 1980. This year, almost 300 boats crewed by 3,000 sailors will
contest the event in the warm waters of the Caribbean. The parties thrown in celebration
of the Regatta are perhaps as legendary as the race itself.
www.HeinekenRegatta.com
63
tel
The Cape Town Ritz Ho
A Touch of Madness
Roka Lounge
Sophiatown
Blues
Medium Rare
64
A Touch of Madness
12 Nuttall Road, Observatory | Cape Town, Western
Cape | Tel: 021 448 2266 | www.cafeatom.co.za
This restaurant, located in a traditional colonial house,
describes itself as a “Victorian Quaffery”. It boasts two
dining rooms, separate bar and lounge zones, as well as
a tranquil courtyard, where you can enjoy a cold Amstel
at your leisure. The menu offers a range of classics,
such as slow-roast lamb, and African fusion food, such
as Kudu loin fillet. The ambience is a truly Capetonian
crossover of colonial and African style, and they really
like to treat their guests well here. On Thursday and
Sunday evenings, they have live music of the folk,
bluegrass, or Irish persuasion, which makes the place
just right for a night out with friends.
otel
6010
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The CapeSeTa Point, Cape Town | Tel: +
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Roka Lounge
44 stanley avenue milpark | Tel: +27 (0)11 4822038
Fax: (0)11 482 6313 | www.rokalounge.com
Somewhere between fantasy and desire lies the perfect
pub, where you can be yourself in good company:
Roka. A platform for new talent – from singers to djs,
musicians to poets, this club-pub rewards the visitor
with a variety of experiences. Roka is where young
media professionals from the nearby South African
Broadcasting Corporation like to relax, so here you
can mix with the stars, under the stars. People are
too sophisticated to ask for autographs though, and
ordinary folk can simply blend in with the celebs. That’s
the way we do it in Afrika. Cool. Cool as Heineken®.
1 Central place Newtown, Johannesburg
Telephone +27 (0) 11 836 5999
Opened a year and a half ago by two twen
ty-something Soweto
workaholics, Sophiatown is named after the
famous cosmopolitan
neighbourhood that generated some of the
country’s classic music
and literature. Appropriately, this bar-restau
rant has become one of
Jozi’s main platforms for live bands, as well
being home base for many
an inner-city party animal. The décor is Africa
n chic, and the brazierwarmed boulevard, where you’ll be rubbing
shoulders with the slick
professionals of Africa’s New York, is alway
s full to overflowing.
Thursdays are hosted by well-known Kaya
fm DJ and world music
fundi, Nicky B, Saturday night s are devoted
to live music. The menus
offer a range of light meals and hearty Africa
n dinners, including
venison. This is the rainbow soul of Newtown,
and a good place for a
chilled Heineken®. Open seven days a week
.
Medium Rare
Blues
n
Road, Camps Bay, Cape Tow
The Promenade, Victoria
.html
dex
/in
ues
/bl
www.blues.co.za
Tel: +27 (0)21 438 2040 |
ir consummate
ordinary appreciation, the
Some places are beyond
is
ces
pla
se
the
of
One
ocean.
beauty as timeless as the
m the patio of Blues.
fro
n
see
as
ch,
Bea
Bay
undoubtedly Camps
of some
ishment s along this stretch
One of the trendiest establ
ly been
ent
rec
has
real estate. Blues
of Africa’s most expensive
sundowner
ve
lusi
exc
an
,
aza
Bar
es
featur
remodelled and now also
A drink
.
ngs
ndi
rou
set in tranquil sur
haven and a meeting place
so make
,
ble
etta
org
unf
be
ly
like
ver y
or a meal at this place will
. If this is what
e of your favourite people
sure you share it with som
on!
it
bring
having the blues is about,
Shop 22 Bedford Village, van Buuren Rd, Bedfordview
Tel: +27 (0)11 455 6495
This place prides itself on being the “Cheers” of Bedfordview,
says manager Graig Paolini. An independent bar and steakhouse,
his establishment attracts a loyal crowd of yuppies from the
neighbourhood, and many word of mouth patrons from America
and Europe. The secret? Great food – and great service.
“We make great steaks,” Paolini explains. “And we know our
customers by name.” In South Africa, great meat and Amstel
belong together, and you’ll certainly get both here. Being
independent, Medium Rare is free to source its meat from special
suppliers; steaks are prepared the way the customer likes best.
Open Monday to Saturday from 10.30am till midnight and 10.30
to 5pm on Sundays.

World of Heineken 08 09

Transcription

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