Britain
The development of the sales of Heineken beer brewed under licence by Whitbread Co. Ltd.
continues to be spectacular, despite the fact that more and more continental brands of beer are
being introduced on the British market. Consequently an increasing degree of competition will
certainly have to be expected, but this will also stimulate the demand for 'lager beer'. In point of
fact, this type of beer at present still only accounts for about 10% of the British beer market.
Further possibilities of expansion therefore clearly exist here.
Sweden
Notwithstanding an increase in turnover tax, the introduction of an environmental tax on non-
returnable beer containers and intensified competition, it was possible to increase the sales of Hei
neken beer brewed under contract, under our supervision, by Falken Bryggeri A.B., of Falkenberg.
Italy
Although sales by Mobiliare Industriale Cisalpina S.p.A. once again increased, the earnings were
affected by the uncertain social, political and economic position.
This situation, leading to various strikes in the spring of 1973, also hampered imports of our beers.
Nevertheless we can speak of a good trend of sales, especially of Heineken beer.
Malta
In 1973 a system of import licences came into effect. It is still too early, however, to be able to
estimate the consequences of this for our exports to this area.
Spain
Following the liberalization of the import quota we were able to expand our exports. In the event
of a further anticipated removal of controls from beer imports our prospects are favourable.
Portugal
The import restrictions are still of such a nature that only very small quantities of beer can be
exported to Portugal.
Greece
Athenian Brewery S.A. can look back on a very good year. In and around Athens Amstel, the
brand under which this brewery's beer is marketed, has the largest market share.
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