Eastern Europe
Contacts were established in various countries of the Eastern Bloc, leading to the
first orders for Heineken beer from the Soviet Union and Rumania.
Sweden
After the introduction in April 1971 of canned Heineken beer brewed under contract
by Falken Bryggeri A.B., of Falkenberg, this beer was also marketed during the
past financial year in various sizes of bottles.
western hemisphere The economic situation in the countries of the Western Hemisphere, as well as the ex
change rate of the guilder in relation to the dollar, play a large part in the development
of our interests in this area, in addition to the trend of the level of costs in Europe.
United States
It is gratifying that we have been able to maintain an increase in our exports to the
United States, despite the price increases which we had to implement there, just as
nearly everywhere in the world, as a result of dollar devaluation and the rise in
production costs in the Netherlands.
The strength of the Heineken brand is undoubtedly partly due to the excellent
distribution which our agents, Van Munching Co. Inc., have succeeded in building
up during the last few decades in the U.S.A.
Caribbean
The fact that the influx of tourists from the U.S.A. fell below expectations has direct
consequences for the disposable income and the employment situation in this area.
It is therefore satisfactory that in spite of this the results of our exports were generally
favourable. We recognize that our export interests could be affected by the formation
of an economic bloc in this region.
- Netherlands Antilles
During the year under review the sales of Antilliaanse Brouwerij N.V., of Willemstad,
Curacao, were at a somewhat lower level than those of the previous year, which was
partly due to an excessive increase in the burden of excise duty.
Additional efforts were made to restore turnover to a higher level. In this connection
mention must be made of the introduction of the label with the new Amstel emblem.
Towards the end of the financial year permission was granted by the authorities for
an increase in the price of beer.
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