R before the Dutch brewers
Dutch breweries in the Netherlands mainly use 30 cl and
50 cl bottles for beer. So Heineken does as wellThe 30 cl
bottles are now some 12 years old. Most of them are also
damaged because they bang together on the bottling lines. That
causes a ring of white scratches
MBK mainly at the bottom of the
neck of the bottle.We call that
'scuffing'. The plastic crates
I I I which hold 24 of these bottles
if are also going to be replaced.
I^^R No small operation.
^R R^^^| It therefore took a while
arrived at such a maj or de
P Rk cision. 400 million bottles
K I6V2 million crates.
If you have any news or
items of interest to report
please ring one
of the follow ing people:
Last year Heineken made a
profit of almost 54,9 million.
That's 15'/2% higher than in
1983, when the profit was 47,2
Our biggest export market is still
the United States. Our sales in
that country increased again. A
good second export market is
now formed by the island of
Puerto Rico. Thanks to a
doubling of our sales there. That
island has its own government
but is closely associated with the
United States. Almost 4 million
people live there.
Sales have also climbed. In 1983
they amounted to 1,100 million
In 1984 they went up to 1,500
million. That is an increase of
33%This is chiefly due to the
new participation in France. Our
share of the French market is
now over 25%In other words,
we now hold second place in the
beer market in that country. In
the Netherlands Heineken has
nearly 54% of the market, in
Italy 21% and in Greece over
50%In those countries we brew
our beers ourselves.
In 1984 Heineken spent 122,8
million on capital investment. In
1985 we will probably need to
spend 103.8 million on this.
This latter amount does not
include the money needed to
replace the Dutch bottles and
crates. You can read about that
operation elsewhere in this issue.
Heineken can be looked upon as
a brewery group with a world
wide spread. The number of
employees working outside their
home countries also went up
The sales of beer brewed under
our supervision increased to 34 V2
million hectolitres. In 1983 they
amounted to almost 29 million
The number of employees also
increased. From about 21,0(X) in
1983 to around 25,000 in 1984.
Research work was tackled on an
even greater scale than before.
This brought an increase in the
number of scientists that we
During last year Heineken
acquired interests in the
How does the board of our
company see the future? It's
always possible that unforeseen
developments may occur. You
can't make allowance for those.
But if they don't occur, we can
look to the future with moderate
So a full crate will weigh 2lk kilos less.
The new bottle is also a little shorter. -
Which means that the new crate will
be somewhat lower as wellThe
difference is 3'/2 centimetres. CSl
That means in turn that an extra layer
of crates can be stacked on one pallet.
So we can take along almost 3V2 pallets
more in one lorry. That works out at a
great deal taken over a whole year. So
it's not only money being spent. We'll
also be saving a lot over the years.
J arc involved and about
P.O. Box 28,
1000 A A Amsterdam
tel. 020 702268
Schiltigheim, tel. 88/629080
Marc Bindel, Mutzig
Michèle Weisheit, Mutzig
Edward Costello, Cork
Nella Molinari, Milan
Piera Serra, Macomer
tel. 0785 20066
Angela Balice, Massafra
Anna Maria Vinci, Pedavena
Piero Reghin, Popoli
tel. 0085 98474
Norma Squarceri, Popoli
The entire replacement operation will
start in November 1986 and is then due
to be completed within half a year.
What will we be doing with that vast
mountain of old bottles and crates?
The bottles will be melted down and
the glass can be used againThe plastic
in the crates cannot be melted down.
It has to be ground. After that it J/t
can be used to make plastic Mgfr
objects. But not to make crates, llG
as Heineken wants new plastic VL
to be used for its new crates.
That's true, what about the pallets?
They will have to be replaced as well,
because the crates will be smaller.
140,000 new pallets will be bought
That will cost an extra 2 million:
More than half of this enormous
quantity is for Heineken's
That will cost Heineken Holland
36 million. This replacement
also has its benefits, since the
new bottle with the same
contents will be slightly lighter.
Published by the Concern Staff
Department Public Relations of
Heineken N.V., Amsterdam (Holland)