principal brewery groups in France, Alsacienne de Brasserie (Albra), established in
Strasbourg. This group owns three breweries which carry, amongst others, the
well-known brands Mutzig and Ancre. As is known, our bid became definitive at
the end of September 1972.
We expect that the combination of our concern's know-how in many fields with the
French group will lead to a mutual improvement in position, both within France and
also in the wider E.E.C. market.
Britain
The consumption of the continental type of beer, known in Britain as 'lager', has
made immense strides in recent years. The share of lager rose from 1% of total beer
consumption in 1961 to over 9% in 1971. The prospects are that this growth will
continue for the time being.
Sales of Fleineken beer produced under licence by Whitbread Co. Ltd. again
showed a considerable increase, totalling 704,455 hectolitres in 1971/72 compared
with 459,000 hectolitres in the previous year.
Since the beginning of the co-operation with Whitbread more than 1.6 million
hectolitres of Heineken beer has been produced, largely draught beer. In this
connection it is interesting to note that between 1968 and 1972 no fewer than 20,000
tapping units for Heineken beer were installed.
In April 1972 a new Whitbread brewery was brought into operation at Samlesbury
(near Manchester), where for the time being only Heineken beer is in production.
Our beer is thus at present being produced at two places in the United Kingdom,
namely Luton and Samlesbury.
Italy
Despite the difficult economic situation there was an increase in the turnover of
Dreher. This brand is marketed by Mobiliare Industriale Cisalpina S.p.A., of Milan,
in which we have a modest participation.
Greece
Athenian Brewery S.A., which markets beer under the Amstel brand, has managed
to retain its market share, although competition in Greece is becoming keener.
Sales were substantially higher than in the previous financial year. Plans for further
expansion of production capacity are in course of preparation.
During the year under review a project for the storage of barley in the form of silos
was implemented in central Greece. In this area barley is grown for the brewery's
own malthouse.
D
