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Bruce Siney interviewed by Rob Linn [sound recording]
Bib ID 5016998
Format AudioAudio [sound recording]
Author
Siney, Bruce, 1939-, Interviewee
 
Access Conditions Access open for research, personal copies and public use. 
Description 2010 
4 sound files (ca. 165 min.) 
Summary

Bruce Siney speaks about his parents, their background and his early life in the United Kingdom; the area in London where he grew up and the family home; being encouraged to read books; relatives and in particular his mother’s family line of Raye; his education and the number of schools he attended during his schooling life; his father's French connections; what lead him to take an interest in the London School of Economics; life in England during in the mid 1950s; the family move to Australia and the reasons for this decision (1957); his recollections of leaving England; the future for the Siney family in Australia; the start to his working life in marketing, positions held before working for the Victorian Coca-Cola Association; how Coca-Cola used fads of the time to sell their product eg. yo-yos; the Coca-Cola distribution network; his years with Coca-Cola (1963-1972) and how the organisation changed and Australia with it; his role as chairman of the National Coca-Cola marketing committee; his personal life and marriage (1966); leaving Coca-Cola and joining Carlton United Brewers (CUB); the changing of the trade practice act for the liquor industry resulting eventually in an increase in the cost of beer and the events that took place following this; establishing the Fosters beer brand and how they brought it to the overseas market; the story of Fosters, its promotion and image; the acquisition of CUB by Elders and his role in this new venture.

Siney discusses how the marketing of beer changed over the course of a decade from insignificant to widespread modern marketing; economic zones of CUB breweries and the revitalisation of CUB; the ventures of Fosters into other industries other than beer; his parents view of his life’s path and their life since they settled in Australia; retiring from Fosters Brewing (1993); his activities following this retirement; American and Premium Beverages, his understanding of these products and their distribution; moving to semi rural Victoria and what this has meant for his personal life; the largest changes he has seen in Australian society since he first arrived in the country.

Notes

Recorded on 23 November 2010 in Port Melbourne, Vic.

Digital master available National Library of Australia;

Index/Finding Aid Note Timed summary (8 p.) and corrected transcript (typescript, 71 leaves) 
Subjects Siney, Bruce, 1939- -- Interviews.  |  Carlton and United Breweries -- History.  |  Coca-Cola Amatil (Firm) -- History.  |  Executives -- Victoria -- Interviews.  |  Organizational change.
Occupation Company directors.
Other authors/contributors Linn, Rob, Interviewer

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    Details Collect From
    ORAL TRC 6253
    Copy: Recording
    Special Collections Reading Room
    ORAL TRC 6253 (transcript)
    Copy: Transcript
    Special Collections Reading Room
    ORAL TRC 6253 (summary)
    Copy: Summary
    Special Collections Reading Room

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