The revaluation of the guilder, leading to a change in the parity of the Benelux currencies, has
had a retarding effect in this respect.
The Netherlands
- Beer
Total beer consumption in the Netherlands rose during the year under review by more than 12.5%.
This increase was virtually in line with our expectations and was higher than that in the previous
year (6.7%), mainly as a result of the good late summer weather. The per capita consumption rose
from 64.7 litres in 1971/1972 to 72.3 litres in 1972/1973.
Generally speaking the trend of growth of Netherlands beer consumption has been somewhat
slower in recent years. This development must be expected to continue in the years ahead.
Beer sales by the concern in the Netherlands market are proceeding virtually parallel to the national
pattern of beer sales.
Once again the past year saw the Netherlands beer market characterized by keen price competition.
- Soft drinks
The Netherlands soft drinks market did not recover during the year under review from the setback
as a result of the introduction of the excise duty on soft drinks in 1972. The unfavourable effect of
this excise duty clearly has longer-term consequences. The resulting decline in consumption
encouraged even keener price competition than was the case in 1971/1972. A recovery in the level
of prices cannot be expected in the short term.
The sales of Vrumona B.V. were at a higher level than in the previous financial year.
Mr. C. J. G. Becht, managing director of Vrumona B.V., resigned his post as from October 1, 1973-
ffe has been appointed adviser to the Board of Managing Directors for soft drinks matters.
- Spirits
Domestic sales of spirits have shown a very satisfactory growth. A substantial contribution
to this has been made by the Bokma and Hoppe brands. The Hoppe brand was marketed in a
new get-up.
In order to be able to co-ordinate better our policy in the Netherlands market, the activities of
Bokma, Coebergh and Hulstkamp have been combined under the name Gedistilleerd Groep
Nederland B.V.
During the period under review a start was made on the integration of the export activities of the
concern in the field of spirits. We hope to be able to increase our market share in Netherlands
exports of spirits within the near future.
