C'
It goes without saving that with a view to maintaining good relations within the
concern, great value is attached to consultation with and information of the staff
councils. In the light of the rapid developments in the technical and accounting
field, courses are being held at the various establishments to prepare the personnel
for the future tasks.
In the sphere of personnel policy, increasing attention is being paid to management
development, in order to give the members of the staff better opportunities to
develop their potential.
commercial In the home market total sales of Heineken and Amstel beer rose by about 10% to
division Netherlands some 3,500,000 hectolitres, which is approximately in line with the average national
increase.
We are convinced that the new integrated marketing apparatus, which came into
operation with effect from the current financial year, will successfully meet the
challenge of increasing competition. The new organization reflects our firm resolve
to allow each of the two brands the maximum opportunity for autonomous market
development.
We have already protested on more than one occasion against the discriminatory
treatment of beer by the tax authorities. Imposition of special taxes on a few goods
always means discrimination. Even if the excise duty on beer is tolerable as a traditio
nal tax, the constant pushing up of that duty is most certainly not. The duty on beer
of N.fl. 18.50 per hectolitre was raised on January i, 1966, by 17% to N.fl. 21.57
and then on July 1, 1969, 'temporarily' by a further amount of nearly 11% to
N.fl. 23.92, all this being whilst a reduction to about N.fl. 12.ought to have taken
place by virtue of the 1951 Benelux treaty regarding the unification of excise duties.
The contents of this Treaty are embodied in a law which after 18 years, however, has A
still not come into effect with regard to beer! In the light of statements by the Minis
ter of Finance, however, at the time of writing this Report it looks as if this law will
become effective as from November 1, 1970. This does not alter the fact that, at any
rate hitherto, the Government's fiscal policy with regard to beer is contrary to the
spirit and the aims of the E.E.C. Treaty. We wish to point out that the member coun
tries agreed to drop fiscal measures which might enlarge the existing differences.
Seen in this light, increases in excise duty in the Netherlands, the country with the
highest duty on beer in the E.E.C., are diametrically opposed to the fiscal policy
embodied in the Treaty of Rome.
In the past financial year, too, we have played an active part in a further rationaliza
tion in the sector of the wholesale liquor trade. The ever-increasing costs in this
sector make it imperative to enlarge the scale of operations. In this sphere we con
sider that there is still an important task set aside for us in giving a positive response
to initiatives from independent wholesalers in the liquor trade.
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