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
Baopera olenep ej ] ^kppha Cover image: ?aha^n]pejc sejpan ^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 Pda Mqeap =_dearan =j ejpanreas sepd Daejagaj Lneva sejjejc Extra Cold Tours Europe o_eajpeop >anp >nqjagnaab F]iao >kj` Heineken City opens for business =j ejoe`an#o reas ejpk pda i]gejc kb pda 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
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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).
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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
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‘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.
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.
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When: CONTACT: The campaign will start in October 2008 and [email protected] continue until February 2009.
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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.
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The first barrel of Puntigamer Winter beer being tapped in Austria.
Drawing on all of the brewmaster’s skill, winter beers Fischer de Noël is an amber beer with fruity and are often a deep amber colour, darker than most other spicy flavours matched with a touch of caramel. “The beers, and have a creamy rich head. Originally intended complex structure and sweet bitterness results in to fortify people against the cold of winter, these beers a very rich and round taste with citrus fruits, malt, tend to be stronger and denser, have more calories caramel and spicy flavours,” says Ségolène. “Its swing- and a stronger flavour than standard beers due to the top closing system is perfectly adapted for sharing, and richness of the ingredients. there is strong enthusiasm for the brand, especially in its birth region, as a symbol of tradition, friendliness Preparing winter and Christmas brews gives and expertise.” brewmasters an opportunity to indulge their creativity, adding individual little touches to make the beer Its limited quantity (production is planned for only special. Often made from the season’s late barley 3,500 hectolitres) as well as strong and dynamic harvests, winter beers benefit from cooler autumn in-store point-of-sale visibility, will promote it as a temperatures and can age quietly, reaching full special premium beer throughout France, although maturity around Christmas time. Alsace remains its key market.
France and Belgium Austria The Alsace region in north-eastern France has long Tourism statistics confirm that Austria is a superb place been renowned for its exceptional culinary tradition. to spend winter, and special winter beers are central to Fischer is a brand that enjoys a consumer brand Austrian Gemütlichkeit (congeniality). awareness of at least 87 per cent in France. Its Christmas beer, Fischer de Noël celebrates these roots With tourists and locals flocking to the ski slopes all by being made of exclusively Alsatian ingredients, winter long this is an important time in Brau Union according to Ségolène Allache, Brand Manager of Austria’s marketing calendar and several special beers Heineken France. are rolled out to meet the increased demand.
“Fischer’s logo, characterised by a distinctive Männele “Puntigamer Winter Beer stands out with its rich golden or ‘little man’ has been adapted – he has been dressed colour and a hint of copper,” says brewmaster Andreas up in a Christmas hood,” she says. Werner. “A bottom-fermented, amber coloured beer
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“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 an aroma that is reminiscent of gingerbread and dark traditional dark malty “bock” beers, it is smooth and breads, and it has a long-sustained and powerful after- full with an unobtrusive hops flavour. Brewed according taste. to the ice beer method, i.e. concentrated to a higher alcohol content because freezing out reduces water Traditional bock beer tappings (the first opening of the content, its slight caramel touch makes it the perfect keg) have been scheduled, with their unmistakable mix beer for winter days.” of pleasure, sociability and relaxation. With production of 2,300 hectolitres of Gösser Bock, 1,450 hectolitres Another brand, Zipfer, is also available in special of Puntigamer Winterbier and 4,000 hectolitres of Christmas variants. "Both the Zipfer Stefanibock and Zipfer Stefani Bock, Austria’s Gemütlichkeit looks to be Josefibock have a long maturation period and are guaranteed for another winter, but don’t be late and strong on hop content,” says Andreas. “They have a miss out! slender bock beer character and 7% alcohol content. Zipfer Bock gleams with an intensive golden colour, it Romania is harmonious with a fine spicy tang and malt note and Ciuc has long been respected as a premium brand has a powerful taste with a concentrated hops finish.” in the Romanian beer market. Brewed by Heineken Romania, consumers have been able to look forward to As with most bock beers, Gösser Bock, related to a Ciuc Winter since 2006. third brand of Austria’s successful beer portfolio, is brewed with a distinct flavour. It has an intense “Ciuc Winter comes from our brewery in Miercurea yellow colour and a highly complex bouquet with Ciuc, the ‘freezing pole’ of Romania in the heart of the a strong malt fragrance. Andreas points out that country,” says brewmaster Katalin Zakarias. “Here, the fresh and fruity flavour is supplemented by 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.
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One Scottish Christmas beer is made in a brewery that has changed little since Victorian times
Scotland during the holiday season and people look to speciality “Christmas is predictably a very busy time of year in beers for new experiences and enjoyment,” he says. our business, but traditionally the New Year is an even “During the winter season, consumers like more full- bigger holiday in Scotland, with Edinburgh’s Hogmanay bodied dark beers alongside the lighter lagers, so Lapin party now being renowned across the world”, says Kulta’s authentic Christmas speciality beer meets this Marie Moser, Marketing Manager for Heineken-owned need perfectly. Caledonian Brewery in Edinburgh. “Branded under our main lager brand, Lapin Kulta is “We make an annual range of 12 'guest beers' for brewed in Finnish Lapland and has a strong Lapland the trade. This December, we will brew ‘Elf’ Esteem, heritage, it is made of pure, natural raw materials from a special tawny-coloured, easy-drinking winter beer Lapland,” says Niklas. with an enticing trace of natural orange and molasses. This gives a rich, smooth texture and satisfying finish,” For the Christmas festive season, Hartwall is launching says Marie. “The label shows several elves busying a rich and dark coppery Lapin Kulta Christmas beer. It themselves around it, which adds to the Christmas is a very balanced product that embodies Lapin Kulta’s atmosphere.” refreshingness and a full-bodied, rich malty flavour.
Marie underlines that Elf Esteem, like all Caledonian’s “Lapin Kulta Christmas beer is made from premium beers is still brewed by hand using whole hop flowers speciality malts,” says Niklas. “The malt mix used in the (rather than hop pellets or oil). This takes place in their beer gives it the strong rich taste. You can also detect working Victorian brewery – the last survivor of more a hint of caramel malt, which balances the bitterness than 40 that operated in Edinburgh during Victorian of hops. The beer smells fruity and mildly of hops, is times. “Many of our brewing techniques are unchanged a dark copper colour, and when it is poured it forms since then,” she says. 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 World of Heineken 39 - winter 2008/2009 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.
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Beer has far to travel in the East
By Andrew Bergman
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Beer 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 “Fortuitously, we were in the right place Asia, many people drink their beer with ice. Far East, the Export Office for Heineken, has at the right time,” he says, “During the Initially, this presented us with a challenge been a pioneer in the Asia-Pacific region, late 1970s and early 1980s, opportunities because the addition of ice diminished some penetrating emerging markets and opening abounded in the region, but each presented of the bitterness of a ‘full-blooded European up new ones. its own particular challenges. Vietnam, for Beer’ that was the key differentiator in the example, was keen to acquire international market. In the longer term, however, the In some Asian countries, the Heineken consumer goods, but wished to trade on a bitterness itself became less important and brand has grown steadily to the point that barter basis for their abundant commodities the consumer started to look for the brand local production became an economically such as rice and coffee.” itself as brand loyalty developed. Today, while viable option. Once the Heineken brand is people still add ice, they have continued to well established and entrenched into the Today, to use Vietnam as a prime example, prefer the taste of Heineken® as its inherent consumer mind, local production would be Heineken® is perceived by business and the bitterness survives the addition of ice far considered as the next logical step. consumer as one of the leading international better than the low-bitterness Asian beers.” brands, along with Coca Cola and Nokia. Heineken Far East’s Export Manager Wilson “The historical presence of Americans in Covering such a vast area, it is not surprising Tan has been at the forefront of these the area also fuelled this demand,” says that the company has had to meet a host of developments. “In 1979, Heineken Far East Wilson. "Essentially, we have represented the region-specific logistical issues. “There was was incorporated as the Export Office for the pioneering spirit, planting the Heineken flag a period during the 1980s and 1990s where Heineken Group in the Asia Pacific region. in new Asia Pacific markets.” shipping containers were not yet available A large proportion of our business revolves in much of Asia,” says Wilson. “All of our around ship supply and airport retail sales,” Wilson has seen consumer preferences beer had to be loaded into the hatches of says Wilson. change and evolve over the years, as conventional freighters by crane or by hand. access to international brands became Not only was it labour-intensive, but it also “When we started out, Heineken® was more widespread. “Heineken® has always resulted in a high degree of damage. As virtually unknown as a brand in this region, been seen as a very European brand with you can imagine with fast-moving consumer and this presented its fair share of difficulties. a higher degree of bitterness in its flavour goods, pilferage was also very high. than the local Asian brands. Traditionally in
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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 The company’s area of responsibility Today, Heineken Far East serves India, Hong Kong, the Indian subcontinent, included all Asia-Pacific countries Nepal, Pakistan, Sri Lanka, Bangladesh, Brunei, Singapore, Japan, Malaysia and without local Heineken production, the Maldives and Bhutan on the Indian the US Military in Japan and Korea were excluding the export offices in South subcontinent, as well as the Philippines, the most significant takers in a market Korea, Japan, Taiwan and Hong Kong. North Korea, Mongolia, Afghanistan, of approximately 60,000 hectolitres per Cambodia, East-Timor and Laos in annum. Over the years, several markets have the rest of Asia. It is responsible for locally produced Heineken® including the duty-free segment in Singapore, Several opportunities for expansion Malaysia in 1985, Vietnam in 1992, Malaysia, Thailand, Vietnam and Brunei, were recognised as Vietnam needed Thailand in 1995, New Zealand in 1996, and covers Guam, Fiji, Tonga, the Cooks barter trade and South Korea and Australia in 2004, China in 2004 and Islands, Samoa, Kiribati, the Solomons, China were opening up to foreign beer Indonesia in 2005. Vanuatu, Wallis and Micronesia in the imports. Pacific.
Special delivery for Harry’s Bar at Boat Quay in Singapore.
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Beer can Travel
“One example was when shipping to India in and watched the unloading. They were using a and the cans came bobbing to the surface. We the early 1980s, and there were no shipping human chain to offload the vessel, passing the had to find people with fishing nets who could containers. If the ship encountered heavy cartons from hand-to-hand all the way from then drag the cans of beer ashore. seas, which was not rare at all, water would the port to the warehouse. Of course, these leak in. You can just imagine what would labourers would get thirsty, so effectively, a Today, the majority of shipping uses arrive at the other end – 5,000 cases of beer percentage of the beer that was being fed containers, and the rest – roughly 55% in soggy cartons. It became nearly impossible into the human chain at one end was not of Heineken Far East’s business involves to offload. This was a real logistical nightmare emerging at the other as it was being ‘used’ to supplying ships for on-board consumption. at the time, which continued until the early fuel the chain. 1990s, when containers became available. “For a number of years, we have been multi- “More recently, before we switched to local sourcing product for our exports, not only “In one case that I remember clearly, we had production in Indonesia, I was called by the from the Netherlands but also from Malaysia to ship our beer to the Indian port of Madras. port authority at the Batam duty free zone and Singapore,” says Wilson. But exporting There was a passenger ship with cargo near to Singapore. They told us that our to land-locked countries like Cambodia, Laos capacity that sailed every third week - 18 days Heineken® cans were floating in the sea near and Mongolia presents their own logistical there and 18 days back. What was puzzling the harbour. What had happened was that nightmares, not the least of which involve the was that with each sailing, we lost an average a wave had swamped and sunk one of the fact that beer destined for these countries of 15 cartons of beer. To investigate, some of shallow wooden boats, carrying 20,000 cases must first travel through another country.” our people travelled to Madras with the ship, of Heineken. The cartons then disintegrated
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A cold refreshing beer to enjoy in the warm South East Asian climate.
Wilson looks back on the past decade as a production. “Economically, to propose any achieve or retain a position as market leader particularly successful one. “We have been country for local production, there must first in imported beer, and paving the way for local very successful in growing our markets in the be a very high excise duty barrier,” Wilson production in the future.” region in general and the Pacific Islands in explains. “In most Asian countries, such as particular.” India, excise duties on imported alcoholic [email protected] beverages are very high, so that would make Wilson counts his Heineken Far East’s market it a prime candidate for local production in penetration as the spearhead of its success. the future. Other countries where duties are Even opening markets in countries where very low will remain export markets for many there are unstable political situations, we years to come. have still managed to establish a position as the leading importer of beer. There have still Heineken Far East now delivers an annual been hiccups. In one case, an entire shipment volume of 250,000 hectolitres to the region. was lost when two major supermarkets were “Over the past 10 years, we have effectively ransacked and looted during civil unrest.” penetrated the markets in virtually every country in Asia,” says Wilson. While further Heineken Far East has also become penetration of new markets becomes more accustomed to markets where they have challenging, our focus is now shifting towards had success to leave the nest and start local sustaining and building those markets, to 17 World of Heineken 39 - winter 2008/2009 Campaign folio
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What: Where: When: The Desirability II campaign, a sequel to the In 10 countries around the world, more From August 2008 until the end of next year. original rolled out in 2005. The campaign countries are expected to follow in the concept revolves around creating desirability coming months. contact: for Heineken beer, as affirmed by its [email protected] credentials – superior taste, quality and Who: ingredients. Bates 141 advertising agency in Singapore.
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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 Prizes
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 World of Heineken 39 - winter 2008/2009
The Heineken Prizes
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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.
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 Mrs Charlene de Carvalho-Heineken and her husband neurological foundations of mathematics. Mr Michel de Carvalho at the award ceremony. British epidemiologist Richard Peto won the prize for Medicine. He is one of the founders of a statistical technique called meta-analysis. he award ceremony was held in a festive atmosphere at the Beurs van Meta-analysis is used for summarising or amalgamating quantitive research. T Berlage, the old Amsterdam stock exchange. During the ceremony, films Dutch environmental epidemiologist Bert Brunekreef has distinguished himself with of the award winners gave the audience an impression of each of the prize contributions to the environmental sciences. In particular, his inquiries into the health- winners’ accomplishments. effects of air pollution; earned him the Dr. A.H. Heineken Prize for Environmental Sciences.
For the fourth time, His Royal Highness time on science, it is encouraging to see that Last but not least, the prize for Art was Willem-Alexander, The Prince of Orange, there are people out there who support our awarded to Dutch photo and video artist together with Professor Robbert H. Dijkgraaf, work.” Barbara Visser. President of the Academy, presided over the ceremony and handed over the awards. The Heineken Prizes are awarded biannually As part of their prize, each scientist received “The Princes’ presence had a major effect on to the most deserving practitioners of a cheque for $150,000 and the artist Barbara the evening and gave the entire ceremony six disciplines in recognition of their Visser received a cheque for €50,000 as well even more grandeur,” said René Bernards, a achievements. These disciplines are as financial assistance in publishing a book on jury member for selecting the Biochemistry Biochemistry and Biophysics, Medicine, her work. The prize winners were guests of and Biophysics award winner who also Environmental Sciences, History, Cognitive the Heineken Foundation for a week, during attended the evening. “He did an excellent Science and Art. which time, they shared their knowledge by job and also gave an inspiring speech,” added giving lectures at universities throughout the Bernards. In the 1960s, Alfred Heineken personally laid Netherlands. The lectures that took place the foundations for the Prizes. And in 2006, included ‘Halving Premature Deaths’ by Sir Deservedly, the focus of the ceremony was the Prize for Cognitive Sciences was initiated Richard Peto, ‘The Great Stink-stories about on the Prize winners, and it also became by Charlene de Carvalho-Heineken. Today, the Air Pollution and Health’, by Professor Bert clear during the evening how much of a Heineken Prizes serve as a memorial to Mr Brunekreef and by Professor Jonathan Israel, commitment the Heineken family through the Heineken’s passionate belief in the arts and ‘Enlightenment, Philosophy, Democracy and Heineken foundations, invests to stimulate sciences. Within the scientific community, the the question of Social Inequality’. the arts and sciences. “The presence of Mrs Heineken Prizes are considered only second de Carvalho-Heineken underscored how to the Nobel Prizes in terms of importance important it is to the Heineken family,” said and prestige. Bernards. “As a scientist spending all of my
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Some previous prize winners have and Biophysics, he established a number of One criterion that must be met is that the had a huge impact on our world foundations with a view to using them to fund candidates should still be active as scientists Throughout its existence, the Heineken Prizes more prizes for scientists. Enough capital or scholars and are expected to carry on have been awarded for many monumental had been accumulated by the late 1980s to with their work for at least another ten years. achievements. One of which came to light fund these. Alfred Heineken also had a deep Finally and just as importantly, they must also 24 years ago. While studying the X-ray of a appreciation of the Arts, and discovered serve as a source of inspiration to others. DNA experiment at 9:05 am on 10 September many Dutch artists before their work became 1984, British geneticist Sir Alec Jeffreys had well known. An independent jury of members of the a “eureka moment”. Ultimately the discovery Academy, acting in a personal capacity, meant that Jeffreys could unlock the The Heineken prize foundations have perform the selection for the Dr A.H. secrets of DNA fingerprinting. Professionals entrusted the nomination and selection of Heineken Prize for Art. Only Dutch artists can around the globe now commonly use this the Heineken Prizes to the Royal Netherlands qualify. Charlene de Carvalho-Heineken said revolutionary breakthrough in science. The Academy of Arts and Sciences. Roughly one her father, Alfred Heineken, “would fall in love technique, simply described, uses variations year in advance of the award ceremony, the with a work of art. His quest was to discover in the human genetic code to identify Academy invites scientists and institutions new artistic talent and support young Dutch individuals. from around the world, to nominate artists. That is just what the Prize is designed candidates for the Heineken Science Prizes. to do.” 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. F>>MIKH?'C:
has also been crucial in allowing experts Li^\bZeIn[eb\E^\mnk^ Fhg]Zr%/H\mh[^k+)3)) Lmn]bnf@^g^kZe^ to prove the innocence of people wrongly :\Z]^fb\;nbe]bg` ;kh^klmkZZm.%@khgbg`^g É?k^^>gmkZg\^ convicted for past crimes. DNA fingerprinting F>>M ;:K;:K: can also be applied to non-human species. OBLL>K w Wildlife managers across the world now use Pbgg^k=k':'A'A^bg^d^gIkbs^_hk:km +))1%_hka^kiahmh`kZiab\Zg]ob]^hphkd% ghmZ[e^_hkbmlpb]^&kZg`bg`_hkfZg]\hgm^gm the technique to assess the genetic health of Zg]\hglblm^gmer]blmbg\mlb`gZmnk^' species in their areas.
Sir Alec Jeffreys is just one of an illustrious number of Heineken Prize winners who have contributed fundamental knowledge through Li^\bZeIn[eb\E^\mnk^ P^]g^l]Zr%*H\mh[^k*+3)) their work. Heineken Prize winners have gone KhrZeG^ma^keZg]l:\Z]^frh_ :kmlZg]L\b^g\^l%A^mMkbii^ganbl% Deho^gb^kl[nk`pZe+2%:flm^k]Zf' on to win Nobel Prizes and many other major É?k^^>gmkZg\^ distinctions, clearly affirming the prizes’ high F>>MIKH?>LLHK standards. LM:GBLE:L=>A:>G> w Pbgg^k=k':'A'A^bg^d^gIkbs^ _hk Li^\bZeIn[eb\E^\mnk^ the Alfred Heineken Fondsen Foundation, said Mankl]Zr%+H\mh[^k*+3)) G^ma^keZg]lBglmbmnm^ _hkG^nkhl\b^g\^ the main reason for the Prizes’ creation was F^b[^k`]k^^_-0%:flm^k]Zf É?k^^>gmkZg\^ to “encourage scientists in their research.” Li^\bZeIn[eb\E^\mnk^ P^]g^l]Zr%*H\mh[^k*+3)) A^Zema Dr H.P. Heineken Prize for Biochemistry and F>>MIKH?>LLHK LBKKB 23 World of Heineken 39 - winter 2008/2009 Improving the air that we breathe One problem that is hard to get around When the Dutch environmental epidemiologist though is traffic. Despite improvements Dual Heineken Bert Brunekreef heard in April 2008 that he in engine technology such as soot filters had won the Heineken Prize for Environmental for diesel vehicle engines and catalytic Prize and Nobel Sciences, he confessed to being completely converters, there is an increase in the taken by surprise. “I was in the UK when I amount of traffic. We have learned more Prize winners received the phone call. I must admit I was about living near traffic and also the effects absolutely flattered. When I go about my work that pollution has on drivers using the roads. Over the past years, 10 Heineken I don’t think about winning prizes.” Another conclusion is that in the West we Prize winners have gone on to have exported our polluting practices to become Nobel Prize winners. Painting a picture of Bert Brunekreef’s poorer countries. So things might be going The Heineken Prizes for Art and contributions to environmental science is to plan in one part of the world but not Sciences are now among the most no easy task because they are so extensive necessarily in other parts.” prestigious international awards in and varied. In 2005 the scientist founded the world. The following winners of the Institute for Risk Assessment Sciences at Other examples of the scientist’s work are Utrecht University. He is still the director of the discovery that damp homes, dust mites the Heineken Prizes have since won the institute today. Surprisingly, some of his and mildew cause higher rates of asthma Nobel Prizes: most groundbreaking work has focused on and allergies among children. The Professor the environment that exists inside peoples’ also highlighted health problems caused by Christian de Duve Dr. H.P. Heineken homes. trapping pollution inside homes that were Prize for Biochemistry and made more airtight, in order to conserve Biophysics 1973 Nobel Prize in Changes in pollution energy during the oil crisis in the 1970s. Physiology or Medicine 1974 “It is quite easy for fine airborne particles Aaron Klug Dr. H.P. Heineken Prize from traffic pollution to enter houses. Air An important part of the environmental for Biochemistry and Biophysics filters on houses might be able to reduce epidemiologist’s work involves interacting pollution coming indoors. But this still needs with decision makers, such as those in the EU. 1979 Nobel Prize in Chemistry to be systematically tested. We really don’t “Our work contributes to international 1982 think enough about the quality of the air guidelines and standards. Such as urban Thomas R. Cech Dr. H.P. Heineken inside our houses,” said Brunekreef. planning and how close housing, day care Prize for Biochemistry and Over the last 15 years Brunekreef focused on centres and schools should be to motorways. Biophysics 1988 Nobel Prize in air pollution caused by local traffic. Another is re-routing trucks away from built Physiology or Medicine 1989 “If you think about it, we have fixed many of up areas. Based on our studies on children, Paul C. Lauterbur Dr. A.H. Heineken the problems in developed countries such as traffic air pollution causes them to wheeze, Prize for Medicine in 1989 Nobel those caused by coal combustion for home cough and develop asthma. Some children Prize in Physiology or Medicine heating. Industrial polluters have mostly been also have an increase in allergies to tree moved out of cities and countries to less or grass pollen. Their lungs do not work as 2003 densely populated areas or countries with efficiently and that could cause them to die at Luc Montagnier Dr. A.H. Heineken lower pollution control guidelines. a younger age.” Prize for Medicine in 1994 Nobel Prize in Physiology or Medicine 2008 Sir Paul M. Nurse Dr. H.P. Heineken Prize for Biochemistry and Biophysics 1996 Nobel Prize in Physiology or Medicine 2001 Barry J. Marshall Dr. A.H. Heineken Prize for Medicine in 1998 Nobel Prize in Physiology or Medicine 2005 Eric R. Kandel Dr. A.H. Heineken Prize for Medicine in 2,000 Nobel Prize in Physiology or Medicine 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 Prize for Biochemistry and Biophysics 2004 Nobel Prize in Physiology or Medicine 2006 Professor Bert Brunekreef accepting his Award from HRH Willem-Alexander, The Prince of Orange. 24 World of Heineken 39 - winter 2008/2009 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 detail from: Former Futures (2008) disappointment of a manuscript rejection courtesy Annet Gelink Gallery/ Manifesta7. 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 artist “New ideas come mainly from something I am The anonymous and unpaid reviewer was Another Heineken Prize winner who has been fascinated by already - usually for a very long Bert Brunekreef,” said Nemery. able to provide a clear picture of our present time. For me, the constant confrontation with day society is the Dutch visual artist Barbara worlds other than the art world itself is the Brunekreef himself is the author of many Visser. Her photos, videos and installations most fruitful.” of the most highly cited articles in the field have not only provided a refreshing twist When asked what inspires her creations, of Environment Health, totalling more than on art for onlookers, they also deliver brave Barbara says, “It can be many things. I look at 300 in number. He is also the winner of the and powerful messages on the complexities the world with a combination of amazement, 2007 Goldsmith Award from the International of modern day life. One example is her 2002 irony and irritation I guess. Looking at the way Society of Environmental Epidemiology and work, The World Belongs to Early Risers, we shape the world, we shape events, our the 2007 European Lung Foundation Award. which is a series of photographs of a man history and trying to understand how we do sunbathing on the seashore while, a short this is at once boring in it’s banality and bizarre International benefits distance away, photographers are snapping because we experience things as normal that Although Professor Brunekreef is based photos of a man who has washed up on the are not, just because they are familiar.” in Utrecht, his work and concerns for the beach. environment have taken him to many corners Room to work of the globe. This has given the scientist a Like her fellow prize winner Bert Brunekreef, Barbara says the prize will help her buy worldwide perspective when it comes to winning the Heineken Prize was the last thing time and perhaps space too. “One of the trying to solve the pollution question. One the artist expected. “I read the flattering discrepancies that separate art from many ambition of his is to use the money from the words that the jury wrote in their report. I other businesses, is that becoming more Heineken Prize to benefit people living in was surprised about their term ‘consistently successful is not directly linked to having other countries. distinct signature’ as I have always been the financial means. For instance, to employ criticized for trying to avoid a too obvious people to take on the rapidly increasing “I want to use the prize money for giving signature in my work. My aim is to keep amounts of work indirectly related to showing study grants at Utrecht University to foreign questioning myself, the world, the arts, the artworks. One strives for the works to students from developing countries,” says even though I am in some respects more become more known and to widen ones Bert Brunekreef. “Many people want to study successful now than a decade ago. This even scope. I sometimes wonder what the role of in our programme but find it difficult to get increases the need for a critical point of this award has in achieving this; becoming sufficient support. Large areas within these view on what I do. That doesn’t always make part of the establishment changes the role countries suffer greater problems than in the it enjoyable, sometimes it seems, the artist one has in the arts.” West. It would be useful for them to develop does suffer, after all.” their own expertise. At the moment I am The next awards will take place in 2010. trying to figure out how to bring in as many Keeping creative students as possible. We want to assess which One constant battle that an artist must face www.heinekenprizes.com students have the greatest potential and is how to maintain that creative focus and which have the greatest need. I think that is energy. Visser finds life itself one of the an appropriate way to use the money.” providers of her inspiration. 25 World of Heineken 39 - winter 2008/2009 26 World of Heineken 39 - winter 2008/2009 What: Who: When: A print campaign with a gimmick, pushing Publicis Hungary. [email protected] Heineken’s new transparent bottle label and embossed can designs in Hungary. The campaign featured a lay-over page, one When: transparent with the campaign’s message 2007. printed on it for the bottle. Another featuring embossed text for the can. The former won Where: an EFFIE award in Hungary. Hungarian print media. 27 World of Heineken 39 - winter 2008/2009 business talk Business numbers The Crunch Striving for the best quality in draft beer 28 World of Heineken 39 - winter 2008/2009 Business numbers Heineken now operates The recently acquired Rechitsa brewery in Belarus has the capacity to brew 525,000 hectolitres 132breweries in more than countries Heineken has strengthed its numBer around position in the fast growing the world Belarus market where annual consumption is currently estimated at aLMOst a70nd employees approximately 2 million 61,000 people hectolitres. Heineken will ACHIEVE 4.5 Current estimated per capita £145 consumption in Belarus is Million 45litres Heineken broke through to secure SYNERGIES through the S & N acquisition In the first half of 2008, Heineken had a 20 per cent 5.8per cent growth of Heineken premium of the International Premium market to 12.9 million hectolitres. in the first half of 2008. 29 World of Heineken 39 - winter 2008/2009 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 form of a financial concession such as a rental decrease or a product consumer confidence in many markets has taken a significant hit. Most discount,” Stephen explains. “We can then support the regional economic indicators tell us that there is probably more to come. manager by providing promotional support. Our marketing strategy is focused on driving people into outlets. For example, we promoted UK: In the same boat Halloween as a British holiday through our Strongbow cider brand, Few sectors or economies are untouched by the current economic encouraging people to go out for the evening. All our advertising crisis, which is impacting businesses both large and small. Even though activities are driven at increasing footfall in the pubs.” 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 “We’re driven by a desire to help our self by helping others,” says to be different. 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 In the UK, for instance, Scottish & Newcastle UK National Sales is back up, and their sales are restored we can both reap the benefits.” providing Enterprise Inns support to help business recovery schemes for their licensees “to get through the tough times together,” says Hungary: purchasing union Stephen Spencer Jones, Trading Director of S&N UK National Sales. Even though the current economic slowdown is a truly global “We provide support in outlet, consumer driven and promotional phenomenon it manifests itself in different ways throughout the world. activity to help them get through the current market conditions. There While the UK saw banks struggling, the state was able to stabilise them is no doubt that individual pub operators need our help and that of through guarantees. In Hungary, it was the state itself that needed their landlords.” bailing out. The International Monetary Fund and the European Central Bank gave out a $25billion loan package to support the nation this The British pub industry, which was already hit by cultural shifts and October. Hungary had proven particularly vulnerable due to a huge the recent smoking ban, has always been particularly sensitive to budget deficit and a large amount of credit owned in foreign currency economic ups and downs. As consumers begin to feel the impact, – an issue now that inflation is skyrocketing and the local currency, the nights out become a consideration, not an automatic choice. If a forint, is rapidly losing ground. lessee is struggling, the regional manager will offer some help in the 30 World of Heineken 39 - winter 2008/2009 The devaluation of the forint means that imports, such as oil and raw A further decrease of oil prices might have a small effect on the materials, are becoming pricier. That’s a double-edged sword for the economy. “The effect on disposable income should be limited Hungarians, since a drop in the cost of raw materials served as a silver however, under the current circumstances,” Oladele thinks. “Foreign lining to the financial crisis in most parts of the world. direct investment might decrease due to a worsening global economic climate, but I think that gross domestic product will continue to grow, Laszlo Benedek, Sales Director of Heineken Hungary says “We are in the absence of a global recession.” supporting our wholesalers by giving them advice on reducing costs and sharing best practices. In addition, we have set up a purchasing Tough times ahead? union that they can join to leverage lower prices from numerous It is impossible to predict the future, and that has never been as true suppliers.” as now. No one truly knows how consumers in different markets will react to the slowdown. Worldwide, companies are looking to save Nigeria: still going strong costs and are looking for additional sources of capital to weather the Although no nation is totally immune to the effects of the credit crisis, tough times ahead. Heineken of course has also focussed on its own some countries have fared better than others in the financial turmoil. operations, and cut costs wherever it can. 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. 31 World of Heineken 39 - winter 2008/2009 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 World of Heineken 39 - winter 2008/2009 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 The David 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”. from its research and innovation departments. However, now that we’ve set quality parameters centrally, we need to support our local Laszlo Benedek, Heineken’s National Sales Manager in Hungary, is markets to develop the strategy that works for our customers and of upbeat on the benefits. “We continue to receive good feedback from course the consumer who remains central to our success and is best the market on our draught policy and system offering, including the placed to judge if we are achieving our quality benchmark.” no-cleaning David technology. Our sales force is very knowledgeable about the systems and works well with our customers. And consumers Such a strategy will result from the available draught beer policy are enjoying the pleasures of drinking a perfectly tapped draught framework, which aims to optimise the beer quality for consumers beer, served at the correct temperature”. and financial returns for Heineken’s stakeholders, by having clear directives for the sales force regarding which draught dispense Heineken is absolutely committed to improving the drinking systems to use for which brand and volume segment. experience, concludes Ricketts. “The company will continue to drive quality and the drinking experience through developments stemming [email protected] 33 World of Heineken 39 - winter 2008/2009 Heineken Purchasing Strategy Reduces Risk Over the last few years we've seen a steep rise in the cost of the connection with the product, we now enter markets such as Spain, raw ingredients used in brewing, grain being one of them - this year Romania, Ukraine or Russia and we are choosy about which quality grains we want to purchase." alone, input costs for Heineken will increase by around 15% per hectolitre. Heineken has forward looking purchasing policies in place Another important aspect in Heineken’s purchasing model is to buy to reduce the impact of price fluctuations. locally produced grains whenever possible. "We are the only brewing company with a real global beer brand and we strive to have it tasting "Heineken spreads the risk of barley purchases by buying around 50 the same in each region,” Jürgen explains. “We believe in local supply per cent of its requirements pre-harvest, which allows us to agree chains, and will buy grains from around the world if it’s agronomically on the price before the harvest, reducing our risk," explains Jürgen sound to do so. This helps employ local people and returns benefits to Mulder, Heineken's Category Manager for Barley and Malt. local suppliers." The practice of forward purchasing, known as hedging, has The fight for stabilisation is important not just for Heineken, but also advantages beyond just lowering price risks. "We also hedge on for its suppliers and, ultimately, for the consumer. Raw material prices quality. The farmers' co-operatives already know what Heineken today have an influence felt tomorrow and beyond. "Our approach to needs in the quality chain. This starts at the seed, fertilizer and purchasing helps us keep quality high while ensuring our end product storage stages and allows us to agree in advance which varieties is always competitively priced," says Jürgen. should be grown. For example, we are already planning on the varieties to be used in 2010," Jürgen says. [email protected] "This year again, Heineken is actively involved in the selection of the optimum harvest", says Jürgen "Because we have a physical 34 World of Heineken 39 - winter 2008/2009 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 “In addition to the importance of the environment and our employees, Africa, supports more than 400 species of fish and is one of the main our efforts in the realm of responsible consumption are of great sources of nutrition for a million people living around its borders. societal significance to Burundi,” Alexandra said. The Burundian brewer also intends to reduce its emission of water In its Sustainability Report Brarudi has announced that it will dedicate pollutants to zero through the use of more efficient machinery and a substantial effort to better inform the Burundian public about recycling. the dangers of excessive consumption. Brarudi has also committed itself to a self-regulatory code detailing the do’s and don’ts of beer In the employee safety department there was also good news to advertising. report, with the number of accidents having been reduced by more than 45 per cent since 2005. [email protected] 35 World of Heineken 39 - winter 2008/2009 International campaign for responsible consumption Responsible consumption of beer has long been an objective of The campaign educates consumers in a disarming and witty manner Heineken and this autumn the world will see the launch of the first about the noisy, irritating and sometimes aggressive behaviour excessive consumption can cause. true international, internet-based responsibility campaign. Through various channels, consumers are directed towards the The campaign, dubbed Know the Signs, will reach out to young adult knowthesigns.com website, where they can watch movies illustrating beer drinkers in an attempt to try to get them to reflect on their own classic examples of inappropriate behaviour carried out by five drinking behaviour. The website at the centre of the campaign went inebriated archetypes: the crier, the groper, the exhibitionist, the live last October. The ad campaigns supporting it will be rolled out this sleeper and the fighter. “Obnoxious alter egos that can emerge after month in more than 12 countries, ranging from Taiwan to Columbia. 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 web- based 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 World of Heineken 39 - winter 2008/2009 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 The delegation pointed out that the Brewers of Europe believe it is and business environment. That was the message Alberto da Ponte their duty to make sure that the sector’s advertising does not suggest conveyed to José Manuel Barroso during their successful meeting in inappropriate beer consumption. “Under the EU Alcohol and Health August. Forum, of which The Brewers of Europe is a founding member, we have committed to implement credible and effective self-regulation Mr da Ponte explained that the brewing sector generates 2.6 million of beer across the European Union. We are also the main contributor jobs, directly and indirectly, and adds 57.5 billion euros of value to to the EU Alcohol and Health Forum and takes our involvement very the European economy. “With more than 3,000 global and local seriously,” says Mr da Ponte. breweries operating within Europe, Mr Barroso saw this combination as a positive contribution in the context of globalisation,” Mr da Ponte Heineken, which helped shape the association's policy on self- said. “In addition, the European brewing sector actively contributes regulation, believes the promotion of responsible consumption is an to all priorities under the Lisbon agenda: jobs, growth, innovation and important element in its alcohol policy. For example, since 2004 the competitiveness, as well as environment and social standards.” ‘Enjoy Heineken Responsibly’ message has appeared on all bottles, cans and packaging of the Heineken brand. With many countries across Europe reviewing their social and legislative policies on alcohol use, another key topic during the Looking ahead, the parties discussed an initiative in 2009 that will meeting was self-regulation and responsible promotion within the highlight the European beer heritage. “We see the upcoming Czech industry. “Mr Barroso strongly encouraged brewers across Europe presidency of the EU as an important opportunity to enhance our to actively contribute to enhancing self-regulation as a credible and contribution to Europe. The Czech Republic is a flagship for beer. We effective alternative to restrictive alcohol policy legislations,” Mr da are contemplating an initiative that would highlight the European Ponte said. “The current European Commission doesn’t advocate beer heritage, and we would be honoured to have the support and unnecessary regulatory measures, but Europe’s brewers should take patronage of Mr Barroso. We look forward to keeping him further further leadership in this area,” he added. informed on this initiative,” Mr da Ponte said. 37 World of Heineken 39 - winter 2008/2009 The British Public House – A Cultural Institution 38 World of Heineken 39 - winter 2008/2009 The British Public House – A Cultural Institution There are over 57,000 of them. They’re the The pub’s dilemma The British have enjoyed a love affair with the pub—and beer, the pub’s most important commodity—since cornerstone of social life in towns, cities and 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, villages across the country. And everyone’s 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 favourite is known simply as the ‘local’. But with 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 fewer beer drinkers visiting them, is the great to from here? Some believe the answer involves a return to basics. British pub under threat? 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 class- driven 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 World of Heineken 39 - winter 2008/2009 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 The times are changing in British pubs. Consumers expect their in Britain was growing at an annual average local to offer them more than they traditionally have. rate of two per cent. Peak consumption topped out at around 70 million hectolitres in the mid-1970s. Following a drop-off Current trends in Britain Annual British beer consumption per capita in the 1980s following a recession, beer “The current state of the beer landscape in is exceeded by only a handful of countries consumption stabilised in the early 1990s at Britain is fairly mixed,” says Heineken’s UK around the world that includes the Czech around 62 million hectolitres. Customer Marketing Controller Chris Duffy. Republic, Ireland and Germany. However, “There are heritage brewers, a number of unlike the Germans and the Czechs, who But it wasn’t just the taste of beer drinkers entrepreneurs, large brands like Heineken enjoy drinking beer in traditional bars that changed—so did pub styles. Following a and niche players that tend to concentrate and beer houses, the British are less shake-up in legislation in the 1980s, brewers on speciality ales, as well as an increasing discriminating about where they sup their and pubs were forced to break off many number of imported beers from all over the favourite pint. of the tied deals they had in place. The world.” government wanted drinkers to be offered a In addition to the wide selection of available wider choice of beers when they visited their There are also a few traditional brewers that beers, brewers also have to consider the local. still have a number of tied pubs, as well as diverse range of places where people in various large pub owners and some strong Britain can drink beer. The British beer The change in legislation coincided with independent operators. “The evolution of the drinker has a lot of options, says Heineken a resurge of interest in ale, driven by the beer market in Britain has led to a diverse and UK’s Senior Brand Manager Lucas Bergmans. emergence of a group called the Campaign demanding beer drinker,” says Chris. “Like “Just as one type of beer seems strange to for Real Ale. This advocacy group sought to the beer market itself, the demands of British the British drinker, so too their repertoire promote traditional ale, which they define consumers represent a challenge.” As he sees of drinking establishments is diverse,” says as beer made from traditional ingredients, it, the British beer drinker has a considerably Lucas. “Although the number of on-trade matured in the cask or bottle and served larger selection of beers to choose from than licensed premises is dropping across Britain, without too much carbon dioxide. In fact, other European drinkers. In addition to a there are still an estimated 141,000 licensed one of their medal winners is Caledonian formidable selection of lagers and premium premises.” He notes that this has led to varied Brewery’s Deuchars IPA—a beer that’s now lagers, there is a wide range of bitters, stouts, drinking venues and a demand from the part of the Heineken portfolio. mild beers and ciders on offer. “All of this consumer for more choice. adds up to a sophisticated consumer.” 40 World of Heineken 39 - winter 2008/2009 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 pub visitor”, then? The simple answer is that we’re in the unique position of being able to over 45 lager brands to choose from. This there isn’t. “The best way to deal with the offer Britain’s beer drinkers the product they compares to around 35 brand choices in British beer drinker is through the portfolio want, when they want it,” Lucas says. Germany, or 28 in France. “British beer approach,” says Chris Duffy. “This enables drinkers expect choice and diversity with no us to provide a range of beers that meets The British pub has been resilient in the lack of quality in their drinking habits,” says consumer needs and ultimately delivers past and is having to adapt once again to a Chris. “In addition, they demand a selection category growth and increased profitability new set of social and economic challenges. that includes standard and premium lagers, for customers.” Willie Crawshay, Managing Director of S&N as well as cask ales and speciality beers.” Pub Enterprises, believes that the number of Chris highlights a variety of situations the pubs in the UK will depend on their ability to One way to tackle the sophisticated British brewer and the pub has to contend with. adapt. “Only the best will adapt and prosper. market is to cater to different consumers at “Consumers in Britain need a range of We aim to be the best in community locals, different times of the day. Many British pubs beers to suit many different occasions. For providing good beer, a value food offer and now offer food from early in the day until late example, some are looking to wind down traditional pub entertainment.” Elsewhere the in the evening, attracting people for brunch, after work, while others are out to celebrate. emergence of gastro pubs and family pubs is lunch and dinner. “Pubs often match their Others want to drink premium lagers without demonstrating how excellent retail standards offering to the occasion and time of day, to a high alcohol content, and yet others are help to satisfy an ever more demanding get around the need to provide different looking for traditional ales.” customer. venues for different consumers’ needs,” [email protected] Lucas comments. “For example, some pubs Meeting the consumers’ expectations is serve food throughout the day. Then in the paramount, says Lucas. He believes brewers evenings they will clear the tables away and need to be able to offer Britain’s beer change their look for a different crowd.” drinkers a wide-ranging selection of high- quality products to satisfy demand. “As Pub visitors we combine Scottish & Newcastle’s strong Is there such a person as “the typical British portfolio with Heineken’s range, it’s clear 41 World of Heineken 39 - winter 2008/2009 ice Hockey: Glory on the Rink 42 World of Heineken 39 - winter 2008/2009 n many countries, national pride is born – or broken – on the ice hockey Irink. Through different brands around the world, Heineken sponsors the sub-zero battle for glory. 43 World of Heineken 39 - winter 2008/2009 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 nine- year 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. After a disappointing performance at the 2002 Winter On May 11, 2002 Peter Bondra wrote Slovak history. Olympics in Salt Lake City, nobody expected the team to do well on its next outings. But then came a stellar This small Central European nation, which had been performance at the World Championships later that year. “Victory came as a surprise,” Roman says. The relegated to the lowest divisions of international resulting boost in Corgoň sales pushed the brand to the top of its league as well. In 2003 it became the best ice hockey less than a decade before, finally had a 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 Heineken is involved in ice hockey in markets all over the world, where beer and spectator sports go well the World Championships in Gothenburg against ice together. The sport, which originated on Canadian university campuses in the late 19th century, has a hockey superpower Russia was tied 3 - 3, with a mere reputation for being hard and fast. It is a natural fit with the brand image of local beer brands striving for two minutes left on the clock. national recognition. 44 World of Heineken 39 - winter 2008/2009 Finnish Karjala beer is a good example of what beer in A and B leagues. Anticipating a rush of ice hockey and ice hockey can mean to each other. The brand fans from around the world to his country, Patrik had gone through a rough spot in the late 1980s and Widman, Calanda’s Brand Manager, is looking for ways early 90s, when it suffered from a negative image, with to increase Calanda’s visibility. “Some of the matches Fins considering it to be the less cosmopolitan choice will be played on the ice rinks of clubs that Calanda among beers, and sales were declining accordingly. sponsors,” says Patrik. “Still, we are looking into other By the early 1990s, market share had plummeted activities that will show that Calanda is the beer of from 27 per cent in 1988 to just five. “The only thing real fans.” Calanda already has put out scratch cards keeping us afloat was our sponsorship of the national featuring a picture of a hockey puck to bars and cafés team,” says Harri. But when the Finnish won the world around Switzerland. 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. “In 2003 Corgonˇ became the best “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 selling beer brand in Slovakia. hockey edition, Karjala Championship Beer. Karjala centred its new branding strategy around some A champion in its own right.” 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 Of course, Calanda – like all Heineken brands - does out there.” As a part of the new strategy, Karjala everything it can to encourage a responsible approach introduced its own international tournament. As a to drinking alcohol. As one of the world’s leading result, ice hockey fans today see the name of the beer brewers we take our responsibility to inform people brand as being synonymous with the annual joust held about responsible consumption very seriously and in November between four ice hockey giants: Sweden, increasingly, all our sponsorship activities worldwide Norway, Finland and Russia. The strategy has proved a carry a responsible drinking message too. success. “We took the negative associations people had with the brand and really turned them around,” says While promoting the responsible consumption of Harri. Calanda is a high priority for Patrik professionally, a Swiss victory is of course at the top of his personal Next stop: Switzerland wish list. The Swiss have one of the strongest club Ice hockey fans around the world, Harri included, are competitions in the world, but they have never won a eagerly anticipating the upcoming World Championship gold medal at the World Championships. Meanwhile, the in Switzerland, which will kick off in the spring next Fins and the Slovaks also believe that their teams have year. While Heineken is not sponsoring the World a chance of winning the grand prize. By April next year Championship, Switzerland is perhaps the place where we will know whose faith was justified. Heineken is involved in ice hockey the most. Through its Calanda brand, Heineken sponsors three teams [email protected] 45 World of Heineken 39 - winter 2008/2009 Trends & Innovations 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 wine or liquor, while wine is the preferred newsletter, offered, “These are indeed shown a steady increase in wine’s popularity beverage of older drinkers (age 50 plus). better times for beer. In terms of absolute as the favourite alcoholic beverage amongst alcohol consumed, beer definitely makes up drinkers at the expense of beer during the Dan Tearno, Chief Corporate Relations Officer the lion’s share. Currently 54.4 per cent of 90s and 00s. In 2005, for the first time, more for Heineken USA, says the poll confirms all alcohol consumed in the US comes from drinkers reported preferring wine than beer. that beer is still king in the US. “Despite beer.” increasing competition from wine and spirits, Since then, the trend has been reversed, with the consumption gap between beer and According to Eric, who has been reporting the latest data showing beer with an 11-point other alcoholic beverages is widening.” Dan on the beer business for 32 years, the advantage over wine. This development said. “As we mark the 75th anniversary of development is mainly a reflection of can be chalked up mainly to an increase in the repeal of Prohibition in the U.S., we can, beer’s increasingly positive image. “It is popularity of beer amongst consumers aged despite the economic challenges we face, an interesting question if the larger beer 30 to 49, of which almost half now say they celebrate a healthy industry for the nation’s brewers and importers will be able to harness prefer beer. brewers and importers.” that phenomenon, as large wine houses have done in the past,” Eric said. Younger Legal Drinking Age* (LDA) drinkers Eric Shephard, Executive Editor for Brewers are still much more likely to drink beer than Marketer’s Insights, a leading U.S. industry www.gallup.com Do you most often drink liquor, wine, or beer? Based on U.S. adults who drink alcoholic beverages % Beer % Wine % Liquor 47 47 46 45 46 43 44 42 42 41 42 39 39 40 36 34 34 32 33 33 33 31 31 31 29 30 27 27 24 22 22 22 23 22 23 21 21 20 19 18 18 18 1993 1995 1997 1999 2001 2003 2005 2007 GALLUP POLL * the legal drinking age in the US is 21 years or older. This is according to federal law. 46 World of Heineken 39 - winter 2008/2009 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 olds worldwide for this type of premium we found a couple of bottles decades old,” bottle from more than 1,000 entries from proposition. Amstel Pulse tries to cater to this Grosmann said. around the world. “A once in a lifetime demographic. experience,” is what Packaging Design While the new Amstel Pulse Bottle might Manager Richard Grosmann called the award The design of the bottle is intended to reflect seem modernist with its minimalist features, ceremony held this summer, celebrating the the smooth and accessible nature of the beer it is also part of a long tradition. “The brand brand team’s achievement. it contains. “The logo is a minimalist version has a history of innovation in the packaging of the original Amstel logo, which has a department,” Richard explained. “Amstel was Richard worked closely with packaging design long history,” Richard said. “By reducing the the first Dutch brewer to start exporting its Agency VBAT to design the new bottle for amount of visual clutter on the bottle we have beer in cans in 1955.” Amstel Pulse. “Building a new global product given the bottle a slicker feel.” from the ground up is a rare opportunity Amstel Pulse has been introduced in 10 indeed,” Richard said. “One that I enjoyed Grosmann and the VBAT designers drew countries so far with several more to follow immensely.” inspiration from a visit to the old Amstel this year. Amstel Pulse has only recently brewery in the historic centre of Amsterdam, been introduced recently in most countries, Amstel Pulse fits with the innovative nature just minutes away from the first Heineken but it has already sold more than 500,000 of the Amstel Brand and taps into the brewery. “We felt it was important to connect hectolitres. global appreciation for more accessible with the beer’s 136-year history before and less bitter premium beers. Research deciding how to move on,” said Richard. [email protected] by Amstel marketers has shown that there “The old brewery was definitely the place to is a huge potential amongst 25 to 35 year do that. The smell of beer still lingered and 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 4.7% ABV Bitterness 12 EBU Color 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 World of Heineken 39 - winter 2008/2009 Trends & Innovations 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 that teaches visitors all about how Heineken seventeenth century historic district, the is made. The Experience is exactly what the Heineken Experience’s exterior bears silent name implies, engaging all the senses in the witness to the long history of the Heineken process. Visitors can taste hops and barley, brand. The façade of the original brewery, feel the heat that is used to cook the wort and built in 1868, still stands, flanked on both sniff up the smell of malt that used to linger sides by the sleek art deco expansion that was around the neighbourhood when the brewery added to it in 1930. These historical exteriors was still up and running. still proclaim, in larger than life lettering, that a brewery lies within. A neon-sign in “I still remember that smell. It left no doubt to the middle, lining a recently constructed what was going on behind those walls,” Harry glass door entrance, betrays the building’s Philippa recalls. Harry is one of the few people new function as one of Amsterdam’s biggest involved in the Heineken Experience who can tourist attractions. still recall the time that the brewery was still functioning. Every year, close to half a million tourists from around the globe flock to the Heineken Today Harry is manager of Heineken Internal Experience, were the Heineken brand was Services. As the original brewery’s last born so long ago. Gerard Adriaan Heineken’s controller, he oversaw its demise in 1988. It between the times past and modernity. A mother laid the first stone of the building was Freddy Heineken himself who paved the beer draughting robot, used by Heineken in 1867, a mere three years after her son way for The Heineken Experience. Rather than scientists to measure the qualities of brews is founded the company. selling off the brewery, which his grandfather on display, side by side with the trowel used had constructed, he decided to change it into by Gerard Heineken’s mother to lay the first This November, the Heineken Experience a welcome centre for corporate relations, brick in the nineteenth century. Visitors can reopened after an extensive renovation which would evolve into the Heineken tape their own souvenir videos and email carried out by the company that also Experience in 2001. them to friends on special terminals, but also designed parts of Disneyworld, NASA’s Cape check out historic Heineken ads from times Canaveral and Universal Studios theme parks. Still heavy with history, the Heineken past. A small menu from a 19th century hotel The result is a one-and-a-half hour wild ride Experience today holds a middle ground 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 World of Heineken 39 - winter 2008/2009 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 start producing the membranes on industrial yeast you have removed from the beer. scale, and start the roll-out.” An added bonus is that the cost of the membranes is relatively low and they can be Membrane filters have already been installed re-used. in three Heineken breweries, namely Madrid (Spain), Warka (Poland) including a “One of the development challenges was to recently installed extension, and Craiova clean and regenerate the membranes after a (Romania). “The fact is that you can’t just filter run. The breakthrough in the research keep an innovation like this to yourself, so our with Norit was to find a cleaning agent that technology has also shown its impact on the could effectively clean the membrane. In industry at large by being been installed in 15 spite of the use of cross-flow, over time non-Heineken breweries.” He points out that (15-30 hours), there is still inevitably some as Heineken and Norit jointly own a number fouling that occurs from deposits building of crucial patents in the technology, Heineken up on the membrane,” says Lex. “Once a will also benefit if competitors use it. detergent was found that could regenerate the membrane to its original state, we could [email protected] 49 World of Heineken 39 - winter 2008/2009 Caves Wengler and Heineken ‘dating’ for 30 years 50 World of Heineken 39 - winter 2008/2009 Caves Wengler and Heineken ‘dating’ for 30 years eineken’s partnership with Caves Wengler, a Luxembourg based Hfamily 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 World of Heineken 39 - winter 2008/2009 “My father was very determined. He said: ‘I only want Heineken, no other beer.’” “Our partnership with Heineken started because my father, Albert Wengler, Still growing liked the quality of the beer and its reputation. He wanted to become the Caves Wengler aims at an annual increase of 10 per cent to 15 per cent a year for Heineken®, in both exclusive distributor of Heineken® in Luxembourg. He was convinced that “ volume and turnover, says Gérard. . “Heineken® is heineken® and Caves Wengler would be a good match. It is the premium our number one selling brand in terms of volume. We beer he was looking for to match our offering of premium wines, champagnes cover 100 per cent of Luxembourg’s supermarkets and fuel stations, and 90 per cent of all restaurants. We and spirits. My father was very determined and said: ‘I only want Heineken, no reach the bars and bistros via our wholesale business. other beer.’” We also have some 6,000 customers.” Internet sales have started to become more interesting recently, he Proud to sign on adds. The firm mostly offers bottled beer, but five litre It was a good instinct: Heineken shared the Wengler Heineken® DraughtKegs are available from the web vision. On the 5th of June 1978 Gérard went to shop. Amsterdam with his father and uncles Paul and Edmond to sign the contract with Mr Freddy Heineken himself. Heart of Europe “I was 25 years old at the time. I clearly remember Luxembourg, while not an obvious choice at first that my father was very proud to meet Mr Heineken in sight, is clearly a strategic market for Heineken. “It’s person,” says Gérard. not one of our largest export markets but it’s a very suitable market for us,” says Damian. “Luxembourg is Beer loving nation situated in the heart of Europe, and bordered by big The match worked well, also because Luxembourg is a beer-loving countries Germany and Belgium, as well as beer loving nation well able to appreciate a fine brew. France, famous for its wine. The Luxembourgers have a “Luxembourg has a fair number of beer breweries, tradition of eating out and they take time for business given its tiny size.” says Damian Dabkowski, Heineken lunches or dinners at bars and restaurants.” The Manager Export & Licenses for the Western Europe principality also hosts many expats because the city region. The principality has a population of around of Luxembourg is the seat of several institutions and 440,000 and a total beer consumption of 370,000 agencies of the European Union. hectolitres a year. There are two main local brewers, but Heineken® is the leading imported premium beer Luxembourg is also very popular amongst nature- brand in Luxembourg, with a market share of more loving tourists and cross-border shoppers, who take than 2 per cent. “The market share of Heineken® has advantage of lower petrol prices, he says. As the increased steadily since Caves Wengler became the exclusive distributor to petrol stations in Luxembourg, sole distributor. This is quite an achievement, given that Caves Wengler therefore helps Heineken® to reach annual per capita beer consumption in Luxembourg cross-border shoppers. All of those factors combined has fallen from 120 to about 85 litres over the last few make Luxembourg an interesting beer market for years.” Heineken. 52 World of Heineken 39 - winter 2008/2009 Salesforce Wengler: From Left to right: Bernard, Frédéric, Dominique, Armand, Raymond and Rui. Heineken heart bought all the shares in 1992 and became the sole Damian has been working with Gérard for more than owner. I hope that one of my daughters, Charline or three years, and he enjoys meeting him at the firm’s Céline, or maybe even both, will take over the business elegant chateau. “The amazing setting of the Wengler one day.” headquarters, combined with the family business atmosphere, makes you feel at home straight away. Gérard says that he was “married to the job” for many Gérard is a real specialist who takes his time to advise years, and was late in becoming a father. “I hope that I his clients on their purchases. He doesn’t distinguish will keep my good health long enough to help them run between large purchases of the most expensive the business.” champagne or small ones of a few cases of Heineken®. I can honestly say that he has taken Heineken into his Under pressure heart. To celebrate our thirty-year partnership, we Despite the obvious match with Heineken®, Gérard have invited Gérard and his colleagues to come to says that it is not easy to sell beer in Luxembourg. “The Amsterdam to visit Heineken.” Luxembourg beer market has been under pressure for a few years now. We are very proud that we have Caves Wengler history managed to keep our sales stable, compared to 2007, The “Wengler Empire” started in 1897, when Gérard’s given the rainy summer we had this year. In fact, we great-grandfather, Pierre Wengler founded the hope to show a gain in sales at the end of the year.” company. Pierre Wengler was a farmer who produced his own wine and juices, as well as distilled spirits, His view of replacing the traditional export bottle and sold them to restaurants. He also had his own with the Heineken® longneck bottle with clear plastic establishment. “When my grandfather Jean-Pierre took label, has helped sales. “Our customers love the new over, he decided to give up farming. It was he who built longneck,” he says. “It has a more luxurious feel to it the trademark château, which we still use as our office, that makes it fit in even better with our other premium our shop and for events. And it was built on the grounds brands.” of the original farm.” Toast After Jean-Pierre’s retirement, his sons Albert, Paul Heineken®’s match with the firm’s other premium and Edmund continued the family business. In the brands is demonstrated time and again at the tasting 1960s Gérard’s father, Albert reoriented the company. events they organise, to which around 400 people He stopped in-house production and Caves Wengler are usually invited. “Afterwards, people often ask for became a distributor and importer of premium a bottle of Heineken®,” says Gérard. “And when I’m brands. “My father died in 1981 and at the same time thirsty, I’ll also open a bottle of Heineken®. So I’d like to his brother Paul retired. I’d started working for the toast to our fruitful relationship with Heineken, which I company in 1975. For many years I ran the business hope will continue for many years to come.” with my uncle Edmond and my mother Tilly, until I 53 World of Heineken 39 - winter 2008/2009 54 World of Heineken 39 - winter 2008/2009 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 World of Heineken 39 - winter 2008/2009 “Enter the world of Bond,” is the main message behind the global campaign. The release of Quantum of Solace earlier this month, driving sales and brand preference on a global scale, marked the 22nd edition of the James Bond franchise, within the world of film Bond has few equals.” The which has grossed more than $4 billion at the box office Quantum of Solace campaign, which kicked off more in its 46-year history. Unsurprisingly, most people have than a month ago, is looking to have the most impact at least a passing familiarity with the character that of all the Bond-Heineken team-ups so far. Heineken sprouted from Fleming’s imagination so long ago. It plans to roll-out Bond promotions in an estimated 50 is estimated half the people in the world have seen at countries, across all available media. least one James Bond movie. Research has shown that the 007-logo is one of the most recognised symbols in Making an ad befit a Bond movie the world, just behind the Olympic rings and the The centrepiece of the new campaign is a 45-second UN-logo. commercial which will be screened worldwide in movie theatres, through the internet and on television. The Heineken and Bond: old friends plot: Our hero, a stylish 28 year-old minding his own Heineken® has been an integral part of Bond history business, goes into the supermarket to purchase his for more than a decade now, with Tomorrow Never favourite beer. When he picks up a promotional pack Dies (1997) being the first Bond movie sponsored by of Heineken®, he slowly enters the World of Bond. the global beer brand. EON, the family-run production The cashiers at the checkout change into Bond girls. business owned by the Broccoli family, whose name has Coming back from the supermarket, our hero’s house been intrinsically linked with the James Bond movies transforms from a white picket fence home into a from the very beginning, approached Heineken shortly Bond-villain style lair. (True fans will instantly recognise before the 18th Bond movie went into production. a tribute to Dr. No’s shark infested digs.) Finally, as our “Heineken and the World of Bond are a credible hero moves deeper into the den, he stumbles into a key partnership,” says Christopher Carroll of Heineken scene from Quantum of Solace. The party with James International. “Both brands are internationally desired Bond is underway, and Camille (the latest leading lady, and promote shared themes of premiumness, style and played by Olga Kurylenko) is beckoning…for a beer – a being clever.” Heineken®! The transition, from a supermarket in a Much like the Bond franchise itself, the partnership has Dutch suburb to the Bond movie footage shot in the since evolved into a worldwide marketing platform, Central American nation of Panama, is flawless. But says Christopher. “When it comes to assisting the brand while this might seem effortless on screen, the reality of 56 World of Heineken 39 - winter 2008/2009 “Heineken and Bond are a natural match: stylish, classy and internationally recognised.” making it was quite crew had to rebuild the actual bar as it can be seen the opposite, says in Quantum of Solace. “There were quite a number of the commercial’s difficult scenes in the commercial as it was all quite director, Keith complex – from matching existing footage to the English. Firstly, Keith stuff we shot, to creating outlandish apartment sets and his crew had on miniature scale – all of them made us work for our to transform an ordinary supermarket into an action- living,” says Keith. packed Bond set. The change is immediately apparent from the moment the lead-actor picks up his Heineken® Enter the World of Bond six-pack and strolls down the aisle. The secret: The ad ends with the campaign pay-off: “Enter the Bondesque music, different body language on the part World of Bond.” The main message behind the campaign of the actor and a bluish shade of light. “Changing the Christopher explains: “Heineken provides access to this lighting took almost a whole day, but the transformation aspirational world: the World of Bond.’’ Heineken’s main was really quite startling,” Keith recalls. campaign tool is its direct association with the primary features of the World of Bond: actor Daniel Craig and The “secret lair” setup is actually a 1:8 scale leading lady Olga Kurylenko. Consumer research shows representation of the real thing, meticulously designed that Heineken® belongs and is associated with Bond’s by specialist modellers. The actor moving through it world. In the ad, Olga chooses our hero over 007 to was cut into the set in postproduction, meaning he had enjoy a Heineken with. As Olga herself puts it: “Movies to do most of his acting in front of a blue screen. “Our make us dream. That is why we make them.” lead actor was often reacting to stuff that did not exist in reality. Sometimes, he would be responding to bits The commercial is currently being broadcast on TV in of blue screen or crosses drawn on sticks as temporary more than 20 countries, from China to Chile. It is also sight-lines,” says Keith. 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 [email protected] with two bottles of Heineken®. For these shots the 57 World of Heineken 39 - winter 2008/2009 WHAT: WHERE: The above image of the waiter bringing a glass of The campaign featuring the waiter was originally Heineken beer was always accompanied by the slogan destined for the Dutch market but also featured in the "your Heineken sir". French and US markets. 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". 58 World of Heineken 39 - winter 2008/2009 WHEN: WHO: The image of the waiter was first introduced in 1948. The waiter campaign was created by the Dutch The ad campaigns promoting 'modern and worldly’ advertising consultants Palm and the image of the images such as the “most popular draught beer waiter was designed by Eppo Doeve. everywhere” dates from the late 1950s. 59 floor. th [email protected] www.heinekeninternational.com and the fast development of the premium segment means that we can grow even more.” With mere weeks left this year Heineken is poised to report record sales annual in the Latin American nation Brazil. of The brand has benefitedgreatly from a premium repositioning three years ago, and sales been have skyrocketing ever since. When this went to press, magazine sales had alreadysurpassed last year’s, reaching their highest level since 1990. The turnaround for the brand came 2006 in when Heineken introduced premium marketing and a 60cl bottle, a more form packaging of familiar for Brazilians. extremely“Brazilians like beers, light so full-flavoured Heineken occupiesniche a saysmarket here,” Herbert Gris, Marketing Manager for International brands Femsa in Cerveja local Brasil, operation. Heineken’s “Still, the the of market sheer Brazilian size Heineken sets new sales record new sets Heineken 2008 31, December Brazil Annual results presented 2009 18, February Amsterdam, The Netherlands Another fiscalyear will go in down the books as Heineken presents its annual results for 2008 to press, analysts and the public. The presentation take place will the at Heineken Experience the in Koelschip where the beer used to be cooled, on the 6 Heineken first published itsyear results shortly1939, in after its initial public stock offering, making this the 69th time Heineken that accounts to its shareholders. Bulmers Cider plantwill the firstof 400,000apple trees it will propagate over the course theof next three years this December. More than 60 local farmers are seeking 25-year contracts with Bulmers to maintain the new apple orchards the that brewer needs to supply the growing demand for cider. resultthe of areAmanda, HastingsBulmersand uses,varietiestheapple Thethat as such two decades of research. Bulmers has a long history in the Herefordshire region, which is particularly suitable for growing apples due to its and richclimate topsoil. Some of the farmers the in region been have working with Bulmers generations. for four Bulmers plants new orchards Bulmers plants new onward and 2008 December Herefordshire, England World of Heineken 39 - winter 2008/2009 Events 60 World of Heineken 39 - winter 2008/2009 61 World of Heineken 39 - winter 2008/2009 62 of the Regatta are perhaps as legendary as the race itself. race the as legendary as perhaps are Regatta of the contest the event in the warm waters of the The thrown Caribbean. parties in celebration will sailors 3,000 by crewed boats year, This 300 1980. in almost 12participants mere a The now Regatta, an international yachting event, out started as a boat modest race with year.last Heineken the contract of its renewed running having sponsor, main event's 29th the again the once is Heineken for Regatta. preparing is Maarten St. of isle Caribbean The St Maarten, the Caribbean March05-08 2009 HeinekenSt Maarten Regatta altogether. 30 than size:more its of town a for pubs of number high surprisingly a boasts Kitzbühel the slalom. the and event downhill race, slalom, speed day high a three - G" "Super The called sponsor. so the main disciplines: ski event’s alpine three the features is Austria, in beer popular most the annual the for prepares – Gösser, 7,000 Heineken-owned weekend. ski Hahnenkamm the for fans ski 100,000 of invasion population – Kitzbühel of town Tyrolean small The Kitzbühel,Austria January 23-25, 2009 race ski Hahnenkamm location. same at the held is National Grand the before People’s wildly The year. next the race gives amateur time the to equestrians opportunity compete on after third the just Aintree racetrack, the for modelled held is be will dubbed, which Race, been People’s successful has event new the as Tournament, Darts People’s The pubs. British 4,000 over by fielded darters finest the between competition knock-out of rounds several after standing left men last the be will contenders two The Smith's. by John sponsored Championships, Darts Professional World BDO the of start the before minutes just club, Two of the UK’s amateur best players dart will face country off at Lakeside the prestigious Frimley Green, England January 11, 2009 The People’s Championship Darts www.johnsmiths.co.uk/peoplesdarts www.HeinekenRegatta.com www.hahnenkamm.com winter 2008/2009 -winter 39 Heineken of World 63 Events World of Heineken 39 - winter 2008/2009 The Cape Town Ritz Hotel 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 The Cape Town Ritz Hotel Main Road, Sea Point, Cape Town | Tel: + 27 (0)21 439 6010 This restaurant, located in a traditional colonial house, www.africanskyhotels.com describes itself as a “Victorian Quaffery”. It boasts two dining rooms, separate bar and lounge zones, as well as The Ritz is the place for a new perspective. It’s situated on a tranquil courtyard, where you can enjoy a cold Amstel the 21st floor of a highrise in grungy, fashionable Seapoint, and on a clear day you really can see forever. And there’s at your leisure. The menu offers a range of classics, an extra treat in store: this place is one of the country’s last such as slow-roast lamb, and African fusion food, such revolving restaurants, so you can enjoy a three-sixty degrees as Kudu loin fillet. The ambience is a truly Capetonian view of sea and mountain as you enjoy a Heineken®. The crossover of colonial and African style, and they really majestic splendour of the sunlight carpeting the waves and like to treat their guests well here. On Thursday and the Afropolitan atmosphere make this place a must for any Sunday evenings, they have live music of the folk, knowledgeable visitor – and quite a few locals too. bluegrass, or Irish persuasion, which makes the place just right for a night out with friends. Sophiatown 1 Central place Newtown, Johannesburg Roka Lounge Telephone +27 (0) 11 836 5999 44 stanley avenue milpark | Tel: +27 (0)11 4822038 Fax: (0)11 482 6313 | www.rokalounge.com Opened a year and a half ago by two twenty-something Soweto workaholics, Sophiatown is named after the famous cosmopolitan Somewhere between fantasy and desire lies the perfect neighbourhood that generated some of the country’s classic music pub, where you can be yourself in good company: and literature. Appropriately, this bar-restaurant has become one of Roka. A platform for new talent – from singers to djs, Jozi’s main platforms for live bands, as well being home base for many musicians to poets, this club-pub rewards the visitor an inner-city party animal. The décor is African chic, and the brazier- with a variety of experiences. Roka is where young warmed boulevard, where you’ll be rubbing shoulders with the slick media professionals from the nearby South African professionals of Africa’s New York, is always full to overflowing. Broadcasting Corporation like to relax, so here you Thursdays are hosted by well-known Kaya fm DJ and world music can mix with the stars, under the stars. People are fundi, Nicky B, Saturday nights are devoted to live music. The menus too sophisticated to ask for autographs though, and offer a range of light meals and hearty African dinners, including ordinary folk can simply blend in with the celebs. That’s venison. This is the rainbow soul of Newtown, and a good place for a the way we do it in Afrika. Cool. Cool as Heineken®. chilled Heineken®. Open seven days a week. Medium Rare Blues Shop 22 Bedford Village, van Buuren Rd, Bedfordview The Promenade, Victoria Road, Camps Bay, Cape Town Tel: +27 (0)11 455 6495 Tel: +27 (0)21 438 2040 | www.blues.co.za/blues/index.html This place prides itself on being the “Cheers” of Bedfordview, says manager Graig Paolini. An independent bar and steakhouse, Some places are beyond ordinary appreciation, their consummate his establishment attracts a loyal crowd of yuppies from the beauty as timeless as the ocean. One of these places is neighbourhood, and many word of mouth patrons from America undoubtedly Camps Bay Beach, as seen from the patio of Blues. and Europe. The secret? Great food – and great service. One of the trendiest establishments along this stretch of some “We make great steaks,” Paolini explains. “And we know our of Africa’s most expensive real estate. Blues has recently been customers by name.” In South Africa, great meat and Amstel remodelled and now also features Baraza, an exclusive sundowner belong together, and you’ll certainly get both here. Being haven and a meeting place set in tranquil surroundings. A drink independent, Medium Rare is free to source its meat from special or a meal at this place will very likely be unforgettable, so make suppliers; steaks are prepared the way the customer likes best. sure you share it with some of your favourite people. If this is what Open Monday to Saturday from 10.30am till midnight and 10.30 having the blues is about, bring it on! to 5pm on Sundays.