INTERNATIONAL
Our policy continues to be aimed at optimum use of brands available both in
the Netherlands and elsewhere, of production and distribution facilities, as well
as of know-how and financing possibilities in all the markets accessible to us.
The constantly changing circumstances in the various areas imply that we must
always follow a flexible policy in that respect. Accordingly we are continually
examining the possibilities for further expansion of our activities, especially in
the field of local production, whether or not combined with financial partici
pations in the firm concerned.
We were again able to increase our beer exports this year, despite the rise in
cost price passed on in our selling prices and the hardness of the Netherlands
guilder.
The increase, which amounted to nearly 500,000 hectolitres (23%), was mainly
due to higher sales in the United States as well as in Nigeria and a number of
other West African countries.
The particularly good growth in several other markets, such as the Arabian
Gulf States and the Netherlands Antilles, is also worthy of mention. Clearly,
in the light of such a rise in our volume of exports, we are faced by the question
of where the relevant production can take place in a sound and efficient manner.
There was a substantial growth in exports of soft drinks.
Good selling results were achieved in the 'duty free' market and in a number
of countries in the Middle East.
In accordance with our expectations, exports of spirits showed a positive trend.
europe The brewing industry in France is still in a difficult situation. Admittedly there
was a slight growth in consumption, but the rigid system of price control which
is still in force only made it possible for part of the sharply increased wage costs
and the price rises in raw materials and other materials to be passed on.
For Alsacienne de Brasserie S.A. (Albra) the sales of the Ancre brand were
affected by the poor summer weather. The Mützig brand was less sensitive to
this and showed a favourable trend, thanks to the great and continuing sales
effort over the past three years.
For the financial year as a whole the outcome was a slight decrease in sales.
It is expected that the new bottling line which is under construction in the
brewery at Schiltigheim, to replace the old one, will be brought into operation
early in 1978.
Sales of imported Heineken beer showed an increase.
Partly as a result of incidental sales possibilities outside France there was a
substantial improvement in Albra's results. No positive contribution to Group
trading profit was yet achieved, however.
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