E-Malt.com News article: Hungary: Heineken at home in Sopron

The Budapest Sun talked recently to Michiel Egeler, General Manager of Heineken Hungária Breweries Plc about the company, its brands and the Hungarian beer industry.

Q: The latest news is that the company has changed its name from Brau Union to Heineken Hungária. What is the background to this name change?

ME: Heineken Hungary is the logical name for the company.

This name makes it immediately clear that we are part of one of the most important brewery groups of the world, Heineken. In many other countries, the local company is named in this way.

Our name change went smoothly we have received several positive feedbacks from customers and consumers as well, they all assured us that the new name reflects much better the high quality products we are standing for.

At the same time, in accordance with Heineken’s corporate image, the company’s color has also changed from yellow to green. Thus we can also say that we should be “proud to be green.”

Q: Does this mean that Heineken will become the most important brand for the company?

ME: We have a portfolio of brands with strong national brands and – on top of that – we have the Heineken brand as the international premium.

In Hungary, our national pride will remain Soproni, one of the biggest brands in the country. The quality is high, the price is competitive.

Last year Soproni 1895 and Soproni Szűz were added to the Soproni Family.

The Soproni Family wins gold medals every year at the Monde Selection, which proves our constant high quality.

In 2007 we won four gold-medals, namely for Soproni, Soproni 1895, Soproni Szűz and Soproni Kinizsi.

(In each of the last three years we have won gold, in recognition of which, this year, we were granted the Grand Trophy).

Apart from excellent quality and price, one of the other strong attributes of the Soproni brand is its advertising campaign: The Soproni Beer Friends commercials are highly appreciated, from which we receive many positive reactions.

Q: What is the secret of your good reputation… excellent quality?

ME: That is a difficult question! I believe that excellent quality is, indeed, one of the most important factors in “reputation building.”

But consistency in your activities (pricing, communication, etc) is also crucial.

Trade-partners are looking for a reliable supplier, a company they can trust.

Consumers are looking for high-quality products, with prices which match quality expectations.

Advertising and promotions are important to further improve the image and to attract new consumers.

Q: Can you detail some past investments?

ME: Last year one of our investments was a new keg line in Martfű.

In 2007 we started with a new labeller for Heineken: we now use a clear plastic label for the Heineken brand.

Another investment this year is the new waste water treatment plant in Sopron, which will use the latest technology complying with highest environmental protection standards.

Q: After technology, what is the most important factor for the beer industry in Hungary?

ME: Innovations are very important to grow the category, for example the five-litre Heineken DraughtKeg and the Heineken BeerTender.

The Heineken DraughtKeg is a high technology product that makes it possible for consumers to have the taste and quality of draught-beer at home or on a day out.

The Heineken BeerTender gives you draught beer at home, served from a well-designed draught-machine.

These are true innovations, which are unique in Hungary. For 2007 again major novelties are scheduled: we have already started the production of the Heineken clear plastic label and returnable bottles on a new state-of-the-art bottling line.

Of course, next to unique and newly developed marketing communication and promotions, we have to work hard on the image of the beer category in general, and act as a reliable and socially committed member of Hungarian society.

As Heineken Hungária is a member of the Association of Hungarian Brewers, we actively participate in several social responsibility campaigns, like the designated driver campaign named Jófej, in close cooperation with a radio station and taxi service to promote responsible drinking.

Another activity, which was initiated by the beer industry and started this summer, is the St Arnold’s Beer Culture Day, which promotes beer drinking/tasting.

Q: As you mentioned, the industry can influence public opinion. How is your relationship with the Hungarian authorities and the cities Heineken Hungária operates in? How influential are you are there?

ME: Heineken Hungária has breweries in two locations: Sopron and Martfű. As one of the biggest companies in each place, we have a very good relationship with the local municipal authorities, we support each other mutually.

We will continue to support local cultural, healthcare and education organizations to the best of our abilities.

Our newest initiative is the Soproni brand for the city of Sopron charity activity.

With the support of the Mayor, we have selected 10 local non-profit organizations to participate.

We have created a website, where the people of Sopron can vote on which organizations deserve a charity donation.

In Sopron we also have a Visitor’s Center inside the brewery, which welcomes nearly 4,500 visitors per year, so we are a tourist attraction of the city as well.

Next to this, we support several other activities nationwide, such as contemporary arts exhibitions, like last year’s Rembrandt exhibition in Budapest, and we are in close cooperation with the Dutch Embassy running a design campaign to support talents in Hungary and the Netherlands.

Our two flagship brands are well-known sponsors of festivals like VOLT, Balaton Sound or the Hungarian men’s water polo team, just to name the most significant ones.

About Heineken Hungária

Heineken Hungária Sörgyárak NyRt, is a leading player in the Hungarian beer market. The company has brewed and sold beer in Hungary since 1895. High quality, expertise and the use of modern production processes have earned the brewery a reputation as the most acknowledged brewer in the region.

The company was among the first to introduce the ISO 9001 international quality assurance system in its breweries, where it is used in all operating processes from packaging design to customer services.

The ISO 14001 environment management system has also been successfully audited.

The company meets the demands of its customers and business partners, while continuously developing its products and services to ensure a consistent high quality with the following brands: Heineken, Soproni, Gösser, Schlossgold 0.0%, Amstel, Amstel Pulse, Edelweiss, Kaiser, Steffl and Zlaty Bazant.


17 August, 2007