NETHERLANDS
Although the sales of our total range of drinks were below our expectations, in
general the course of affairs of our enterprise in the Netherlands was not un
favourable.
In order to shorten the distance to the hotel, restaurant and café operators, the
departments for hotel, restaurant and café sales, wholesalers and the nation
wide service group were integrated into a single organization early in 1977.
The central position of the hotel, restaurant and café operator as a customer
for our products thus remains assured.
In the foodstuffs trade, too, the developments led to a closer co-operation with
the groups of customers. We have therefore adapted our sales organization for
the home consumption market in order to stay attuned to the structure of the
trade in this sector.
In our previous Annual Report we again referred to the fact that we consider
excessive use of alcoholic drinks to be undesirable and that we take this into
account in the manner of presentation of our alcoholic products. Together with
the other Dutch breweries, we have accordingly decided to observe appropriate
rules of conduct in the advertising for beer.
We take the same view with regard to our advertising for spirits and wine
products.
beer The poor summer during the year under review did not lead to a decline in beer
consumption in the Netherlands. Total consumption remained at the level of
the year 1975/1976, which was characterized by a good summer.
Beer consumption per capita fell slightly, from 83.6 litres last year to 83.litres
this financial year.
Despite the absence of growth in total consumption, our domestic beer sales
showed some increase. Our market share was therefore marginally enlarged.
The adjustment of the Netherlands statutory regulations to the Benelux regula
tions for the harmonization of merchandise legislation relating to beer, which
came into effect in 1974, has now been completed.
The unification of excise duties in Benelux was still not achieved as of July 1,
1977, as was originally intended.
In our brewery at 's-Hertogenbosch the packing department was extended.
Within the framework of the expansion plan for the brewery at Zoeterwoude
substantial capital expenditure was incurred there, too. By mid-1978 the
17
in millions of hectolitres
5.9
5.3
5.6
72/73 73/74 74/75 75/76 76/77
Beer sales Netherlands
