Pulling Heineken: a premium job

Heineken marketing manager Steven Muller says if drinking beer is the hardest thing he抣l ever have to do, he抯 doing well. IT'S all about beer for Heineken Australia marketing manager Steven Muller, who takes the rigours of the job in his stride. "We all have to make sacrifices when it comes to work," he says. "But if drinking beer and getting a feel for the pub scene is the hardest thing I'll ever have …

…demand from the younger end of the market. "The only way is up, he says. "Three or four years ago, if a guy had walked up and ordered Heineken and not a Crown Lager, people would think he was making some sort of statement. Premium beer has since found a place in the market. "Even so, I would say there's still a good five years left in terms of [the premium beer segment] booming." 12 April 2001