Andraé’ Martin DJ Sporty
H
eineken beer is arguably the most
recognisable beer in the world; in
Antigua that statement reigns true.
The world famous beer is available in more
than 170 countries with a product portfolio Building Signage on Diva’s Bar & Lounge in
St.John’s
consisting of over 80 brands. Since April
2003, TCM (Trans Caribbean Marketing)
as Carnival and the popular Lions dances DJ No Limit. “I did appreciate winning as I
has been the official Antiguan distributors
all suffered from the sponsorship reduction. was able to travel to St. Marteen and experience
of this beer. Presently TCM distributes the
Antigua Sailing Week was also a fatality the island for myself. I had never been there
beer to around 50 to 60 supermarkets, 15
after Heineken had to pull out of last year’s before.” He says. When asked what he thought
to 18 wholesalers and approximately 60 to
sponsorship, a move that provided even more about Henkien he emphatically responded,
80 small shops and stores around the island.
hits for the already underfunded event. “It’s the best beer in the world, especially the
Distributors of the Dutch brewed and St.
Heineken light that just came out.”
Lucian brewed, TCM carries six sizes of the You won’t see billboards around the island
beer on island, some of which are the 25 with the Heineken sign as Mr. McDonald says Andraé’s feelings about Heineken are shared
and 33 litre bottles, 25 cylinder can and the they are more about signage on buildings and by many other beer drinkers, who over the
Heineken DraughtKeg. structures. For 2010 he promises to refresh the years, have also rated Heineken the best in the
identity of these wall paintings, such as the world. Personally not a beer drinker, I have
In spite of the popularity of the beer, John
one on exhibit at the corner of Popeshead and witnessed firsthand the popularity of the beer.
McDonald the Heineken Brand Manger
North Street. He was also very hopeful for an The ‘bucket of beer’ Heineken option at The
in Antigua does admit the serious hurdle
increase in Heineken sales, and shared a few Coast Sunset Fiesta on Friday nights is a very
TCM is facing due contraband trade. He
ideas and plans to make things better for the clear example of the beer’s reputation as the
says, “There are legitimate and illegitimate
brand in the future. He is eager to launch the drink to get the party started.
business persons that are importing the beer
Heineken Music Radio Show.
in large sums illegally out of St. Marteen.” McDonald is hopeful that they can increase
McDonald points out that the situation has The show which is produced in California, and maintain the sales of Heineken in Antigua.
put a dent in TCM’s sales of Heineken, as he hopes will catch the attention of radio “The more places you sell, the more money
many retailers and other wholesalers have listeners, as it gives updates on all the brand’s you have to spend, and there are many things
been purchasing the beer from these illegal events happening in and around the region. we would like to be apart of.” The Heineken
distributors for re-sale. “We are trying our Unfortunately the Heineken Green Synergy brand is as recognisable as the sun, McDonald
best to curb the situation by working along regional completion is no longer in existence. and his team are looking forward to future
with the Police and Customs, but it is very McDonald indicated the difficulty of finding success of distributing the world’s most famous
frustrating.” According to McDonald, the willing DJ participants for the Antigua leg of beer.
situation is so serious that they were forced the competition, “We could hardly get any DJ’s
to reduce their sponsorship of events from a to perform, and we only had four participants By Linisa George
previous amount of $600,000 to just about in 2009.” McDonald’s statement was reiterated
$200,000 in 2009. It is estimated that at by the 2009 Antigua Heineken Green Synergy
least 5,000 cases of the beer per month is winner Andraé (DJ Sporty) Martin. He
snuck into the country under the radar of admitted that he competed only after alot of
Customs. Usually sponsored events such encouragement by former Antiguan winner,
BusinessFocus • Feb/Mar 2010 | 7
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