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World of Heineken 08 09 3839 WinterSummer 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 /4/5 Sejpan.,,4+.,,5Oqiian.,,4 Baoperaolenepej]^kppha Cover image: ?aha^n]pejcsejpan^aano 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 NEWs At The Olympics: Holland Heineken House PdaMqeap=_dearan =jejpanreassepdDaejagajLnevasejjejc o_eajpeop>anp>nqjagnaab Extra Cold Tours Europe F]iao>kj` Heineken City opens for business =jejoe`an#oreasejpkpdai]gejckbpda F]iao>kj`_kiian_e]h New Brewery opens In Tunisia New Caledonia Music Festival Heineken Supports the Zurich Street Parade Winter 2008/2009 Heineken USA celebrates Day of Giving King of Spain opens Seville Brewery World of Heineken is published twice a year by Heineken, 8/11 'tIs tHe SEASON: HolIdAy BEERs Group Corporate Relations, and is distributed worldwide to 12/17 BEER cAn tRAVEL: sInGAPoRe the company’s trade partners, on-premise business contacts, 20/25 HeINEKEN PRIZe Awards 2009 regulators and the media. Partial or full reproduction of articles or 28/35 BUsINESS tAlK Business numbers illustrations is only permitted with The Credit Crisis and Heineken’s partners the editor’s explicit consent. How to get draught beer right Bumper grain harvest in Europe Burundi releases first ever sustainability report © 2008, Heineken International. Global campaign for Responsible Consumption Brewers of Europe meet with EC President Publications manager: Sandra Park, 38/41 tHe BRItIsH PUB [email protected] 42/45 ICE HOCKEY And tHe sub-ZeRo battle foR GloRy Managing Editor: Andrew Balcombe, 46/49 tRENDS & INNOVAtIONS [email protected] Beer rebounds in America Amstel Pulse wins design prize Photography: Heineken Experience reopens Getty Images New filtration changes brewing 50/53 lUXeMBoURG PARTNERsHIP: cAVes WENGLER Text: Andrew Balcombe, Eric van den 54/57 tHe MAKInG OF tHe JAMES BOND commeRcial Berg, Andrew Bergman, Mike Croall, Juliette Rieff-den Boer, 60/63 eVENTS 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 Printing: 64/65 COSMo BARs South Africa Drukkerij Groen, Leiden 1 World of Heineken 39 - winter 2008/2009 News 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. 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 HRH Princes Máxima and Judo bronze medal winner Ruben join the Extra Cold club, making 46 in total. Houkes celebrating in the Heineken House. 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 World of Heineken 39 - winter 2008/2009 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 Tunisia consumes approximately one million hectolitres stimulate all the senses,” says Herwin. of beer annually, mainly in hotels and tourist resorts. So far a local brand has a ninety per cent market share. www.heinekenthecity.nl “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 World of Heineken 39 - winter 2008/2009 Heineken 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 Brisbane- based 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 World of Heineken 39 - winter 2008/2009 ‘Day of Giving’ in USA King of Spain 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 The project to build the new brewery, located just head office of Westchester, NY. seven kilometres away from the old brewery site in the centre of Seville, was nicknamed ‘Jumbo’, due to Led by Heineken USA President Don Blaustein, some its massive dimensions. It has been operational since employees spent a day at a food bank packaging food March this year and has an annual brewing capacity of for the homeless, while others brought smiles and 5 million hectolitres. conversation to elderly residents of a local nursing home. [email protected] This “Day of Giving” was part of the “Heineken USA Cares” initiative. A programme consisting of volunteer- work, employee and company donations to non-profit organisations through which Heineken USA gives back to the community. July 24 was dubbed “Share the Good Day,” playing on the advertising tagline for Heineken Premium Light and the brand’s aim to sample a million new consumers this year. [email protected] 5 World of Heineken 39 - winter 2008/2009 CampaigN folio What: Where: Who: Supporting print ads for the global James In over 50 countries worldwide, including the TBWA/Neboko agency, Amsterdam. Bond campaign, which will be rolled out Asia Pacific region. Hoopla Agency, Dublin. across all media. 6 World of Heineken 39 - winter 2008/2009 WheN: CoNTACT: The campaign will start in October 2008 and [email protected] continue until February 2009.
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