In the brewery on the Mauritskade in Amsterdam the capacity of the fermentation
and storage cellar was enlarged.
The construction of a new brewery at Zoeterwoude was actually commenced by
the driving of the first pile on November 22, 1971. At the end of the year under
review nearly all the foundations were completed and several structures were already
visible above ground level.
Everything is now proceeding according to plan and it may be expected that the
brewery can be taken fully into operation in 1975. The construction of the bottling
plant has been speeded up in such a way that it will already be possible to start up
this part of the brewery in 1974. As a result of this, contrary to what we said in the
previous Annual Report, it will not be necessary to expand the bottling capacity at
's-Hertogenbosch earlier than was originally foreseen.
It was decided to set up an office alongside the project at Zoeterwoude, originally
intended only for the staff of the Technical Division and of the technical departments
of the International Division. This building will also be finished in 1974.
Architecturally it is possible to extend the office into a national central head office.
During the past financial year progress was made at Vrumona B.V. on the standardi
zation of the stock of bottles. Partly as a result of this it was possible to commission
a new filling installation with a capacity of 80,000 bottles per hour.
A new highly automated 'syrup chamber' was brought into operation. Optimum
quality control was a central feature in the design of this unit.
As regards spirits and wine, efforts are being made to achieve further rationalization
in the*four establishments concerned, i.e. at Schiedam, Rotterdam, Leeuwarden and
J, 7 7
Hattem. Here, too, the Technological Centre renders services in behalf of the quality
of our products.
Europe, We are following with great attention the process of concentration which is evident
excluding Benelux in this area in the brewing industry. This development will undoubtedly lead to an
accentuation of competition, which could increase still further as a result of the
enlargement of the E.E.C.
This situation has prompted us to intensify our activities in Europe.
France
The French market, where both Heineken and Amstel are prominent imported
brands of beer, has already been very important to our concern for many years.
In order to strengthen our position in France and to create possibilities for further
expansion, it was decided to make a bid for the shares of Brasserie de l'Espérance.
This company is the holding company of the majority of the shares in one of the
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