In addition to good national distribution, taste and quality of the product,
considerable advertising efforts and an effective policy as regards range have
contributed to a further improvement in our position.
During the past year exports to Canada again showed a very satisfactory
picture.
Sales of Heineken beer, Stag beer and Whitbread's Mackeson stout by National
Brewing Company Ltd. in Trinidad were satisfactory.
As the sales have risen considerably since we acquired a participation in this
company a few years ago, an expansion of capacity is in course of preparation.
There was an improvement in earnings.
2.1 in millions of hectolitres
1.8
1.5
1.2
0.9
0.6
0.3
0
72/73 73/74 74/75 75/76 76/77
Beer sales Western Hemisphere
Despite the poor economic situation in St. Lucia, the sales of Windward and
Leeward Brewery Ltd. showed a not unfavourable trend, partly as a result of
which a trading profit was achieved. During the year under review locally
brewed Whitbread's Mackeson stout was introduced to the market.
In Jamaica sales of Heineken beer produced and distributed by Desnoes
Geddes Ltd. rose beyond expectations.
The market share of Brasserie Lorraine S.A. in Martinique showed a further
increase. Sales of beer, malta and soft drinks produced by this brewery were
satisfactory.
In order to cope with a further increase in soft drink sales, preparations have
been made for expansion of the capacity in this sector.
The financial results were higher than those in the previous year.
With Amstel beer, the biggest selling beer in a large part of the Netherlands
Antilles, Antilliaanse Brouwerij N.V. further enlarged its market share as a result
of a reasonable growth in sales.
Earnings, too, showed a satisfactory increase.
The capacity of the brewery is being expanded.
Sales in Surinam of Parbo beer and Parbo stout brewed by Surinaamse Brouwerij
N.V. exceeded expectations.
The trading profit also rose considerably.
Expansion of the production departments is in course of preparation.
The local beer developed by us for Brasserie Nationale d'Haïti S.A. in Haiti has
been well received.
In the meantime Heineken malta has been put on the market, whilst locally
brewed Heineken beer will also be introduced within a few months.
In Nigeria the beer shortage already evident in the year covered by our previous
Annual Report increased as a result of a temporary ban on imports which had
been issued by the government authorities within the framework of measures to
curb inflation.
Nigerian Breweries Ltd. was unable to benefit sufficiently from the great
demand. This was due to hold-ups in production as a result of external factors
such as interruption of energy supplies and transport problems. Earnings were
accordingly lower than in the previous year.
The extensions at Aba and Kaduna made good progress and are expected to be
completed by the end of 1977.
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