Culture Bière - Paris / France

BIENVENUE CHEZ VOUS

Culture Bière
65 Champs Elysées
Paris
bar ~ restaurant ~ lounge ~ boutique ~ galerie


Heineken has opened a one-off concept store in Paris. The three-level unit, Culture Biere, is intended to kick-start the flaccid French beer market. The store, which includes a bar, beer lounge, restaurant and boutique, was opened yesterday (7 July) on the Champs-Elysees. Heineken hopes up to 1m people a year will visit the unit. Speaking to Dow Jones Newswires, Didier Debrosse, the head of Heineken in France, said: "Beer has an image in France that is not very good. This place offers a different way to talk about beer." Debrosse said that the volume of beer consumed in the French market has fallen by 25% in the last 25 years. "Our goal is to stabilise the market" over the next ten years, said Debrosse. The Dutch brewer has no plans to open more Culture Biere stores.

website : http://www.culturebiere.fr website : http://www.heineken.nl or http://www.heineken.com