For its 100-year anniversary, Brasserie de Tahiti has launched a new beer in july, Hinano Gold. Hinano Gold is crafted from quality malts, some of them roasted, giving its golden tones to the lager. Named after its golden color, Hinano Gold is a unique beer with 6% alcohol content.
3rd edition of the Hinano Live (2 dates at the Royal Tahitien).
In april, the Facebook page reaches 20,000 fans.
In august, a few months after the 330ml bottle, the 6-pack 330ml bottles is launched.
In april : 2nd edition of the Hinano Live (2 dates at the Royal Tahitien).
In february, 2 years after its creation, the brand's Facebook page has already reached 10,000 fans.
Building on the growing success of the Hinano Ambrée on tap, the beer is commercialized in 330ml bottles in october.
In July 2012, Hinano expands its beer range by releasing the Hinano Ambrée on the market, a beer with a more intense color, wonderfully rich in flavours, full-bodied, with an alcohol content of 5.5%. At first, this beer is only available on tap in French Polynesian bars and restaurants.
1st Hinano Live edition in may. The objective of this event is to promote the best local bands of the moment through a series of concerts. 4 dates are on offer in 4 sales outlets in Tahiti and 1 in the islands.
April 2012, launch of the first “Musique” (Music) special edition in 330ml and 6-pack cans.
The 500ml can gets its first “End of Year Festivities” special edition.
In march 2011, Hinano becomes part of the first global social network: Facebook. In doing so, the brand confirms its interest in the web and its determination to get closer to its local, as well as international fans.
New 6-can packs in a printed film packaging (available in 330ml and 500ml) and 24-bottle pack (330ml) in a four-color cardboard box packaging.
First “End of Year Festivities” special edition 500ml bottle.
Launch of the 12 x 330ml bottle Icepack. Forget the ice chest to keep your beers cold, all you need to do is put some water and ice in the specially designed packaging. You’ll have cold beers in 15 minutes!
7 different pictorials were designed specifically for this campaign: "Hope te au", "Manuia te tautai", "Manuia" and 4 "Haere Mai" pictorials.
New label: stars are added above the motu, the blue background turns midnight blue and the stars and motu turn silver.
New packaging: the white can disappears in favour of the blue aluminium can and the black label text is adorned with a longneck pictorial.
New packaging designs are released on the market for the brand's 50-year anniversary.
Directed at consumers, this big contest has many prizes on offer, including a poti marara (fishing boat).
For Hinano, celebrating 50 years also means reconnecting with its past. A "Oe Hinano" song competition is organized. The principle is simple: delivering the best adaptation of Yves Roche's mythical song (on Alain Mottet's original theme).
To celebrate Hinano's 50-year anniversary, a communication campaign entitled "50 ans ça se fête" (50 years is a celebration) is launched, and several events are planned. An exhibition is organised at the Papeete Town Hall. Visitors can relive the highlights of the Vahine brand's first 50 years.
In French Polynesia, a new law prohibits liquor brand sponsorships for sports events. Hinano cannot sponsor the famous Billabong Pro Tahiti surf competition or the Hawaiki Nui Va'a outrigger canoe race anymore.
All the production activities and packaging of beers, soft drinks, fruit juices and Premium water are consolidated on the Punaruu site.
In-keeping with the values of the Hinano beer - a festive and friendly spirit - the Hinano introduces the first Heiva special edition 330ml can.
To celebrate the transition into the new millenium, a screen-printed special edition 330ml bottle is introduced on the Polynesian market.
Sponsor for the Hinano Surf Tour.
A new bottle format is launched on the market: the 330ml "longneck". In order to revamp its brand image, Hinano publishes a light-hearted poster.
The Hinano "Tiurai" beer has an alcohol content of 5.5% in July-August.
The early 90s marks a shift for Hinano in sports sponsorship. After hobie cats, the new focus becomes the va'a (outrigger), a traditional sports very popular in French Polynesia. Hinano will be a sponsor for the famous "Hawaiki Nui Va'a" race from its first edition in 1992.
Hinano is awarded the Gold Medal at the 29th Sélection mondiale de la bière (International Beer Awards) in Luxembourg, then again in Brussels in 1993.
Further modification of the label: mandatory text is added, as well as an English translation.
Hinano intensifies its presence by sponsoring Tahiti's Yacht Club (Windsurf) and by becoming one of the major sponsors for the "Tahiti Mondial Cat".
Andy Tupaia releases a more modern version of the "Oe Hinano" song, broadcasted on Polynesian radios.
The success of the 330ml can in the Polynesian market will drive Brasserie de Tahiti to launch the 500ml can (16.9 U.S. fl oz), one year later.
Introduction of the 330ml can (11.2 U.S. fl oz). A 2-phase teasing campaign is launched.
It is met with immediate success among local consumers, who find this format more convenient.
Peddling makes way for preselling. Orders are now recorded in advance.
First sports sponsorship at the World Hobie Cat Championship in Matavai Bay.
The Brasserie de Tahiti distribution network widens on the islands: Hinano sales are rising continuously.
Tourists are a target of choice for the Hinano beer, a symbol of exoticism and a refreshing souvenir of their stay in the islands. Appearance of the first advertisements in hotel magazines, such as the Maeva Beach Hotel.
First "Matahiti Api" label specially printed to mark the 1967 New Year.
Hinano appears on the big screen in "Tendre Voyou" (Tender Crook) by Jean Becker, starring Jean-Paul Belmondo (original photograph by Alain Mottet). Hinano crates are visible in some scenes.
First modification of the label: the stars disappear and the motu is restyled. The Vahine undergoes the main changes: her face gets longer and her chest fuller. She only has 4 toes from now on.
Hinano sets up its first consumer games of a promotional nature, which aim at boosting the local market.
Consumers can find numbers hidden in bottle caps, allowing them to enter a draw.
The many prizes to win include scooters, moped, speedboat engines…
The market and the peddling activity are growing: a Brasserie de Tahiti driver/salesman goes from one store to another on the island and customers buy direct, without the need for pre-ordering. Once the truck is empty, the driver goes back to the plant to get more beverage supplies.
Engraved bottles are becoming too expensive to produce: tourists and consumers tend to keep them. Upon Yves Martin’s request, Pierre Pothier designs the first label inspired by Heyman’s Vahine. Behind the Vahine, a motu (small island) and a starry background appear.
That year, the first improvements in taste are brought by Robert Ledoux and his team. In order to better suit the local taste, alcohol content is increased by modifying the wort’s boiling time, primary fermentation time and secondary fermentation time.
First Miss Hinano Contest: Lauretta Van Bastolaer wins the title. The contest, organised for the beer launch, was also used for the casting of the movie “Tahiti ou la joie de vivre” (Tahiti or the Joy of Living) by Bernard Borderie, screened in 1956.
Radio campaign: Alain Mottet writes the song "Hinano, Hinano, c’est la bière qu’il nous faut" (Hinano, Hinano, it’s the beer we need) with a Brazilian beat: it is met with enthusiasm by Tahitians. This theme will be covered by Yves Roche to write the song « Oe Hinano », widely broadcasted on the radio.
First advertisements in the press. They feature Greta (whose effigy will appear on the former FCFP 1,000 banknotes) and the singer Morito.
The Hinano beer is launched during the Tiurai festivities (July). At the time, its alcohol content is 4% by volume and it comes in 650ml (22 fl. oz.) bottles. Pierre Heyman’s Vahine logo, which will become famous later on, is printed on the glass.
The bottling chain is able to produce 1,000 bottles an hour and the production reaches 15,000 hectoliters (about 396,000 gallons).
To attract consumers, Hinano banks on bars and nightclubs with regular events at the Quinn’s, Moulin Rouge and Zizou bar.
