1
1
1
1
I
Beer sales in Western Hemisphere
brewed under the supervision of Heineken
(in millions of hectolitres)
1977/78
1976/77
1975/76
1974/75
1973/74
1.9
1.5
1.1
0.9
2.4
In addition to a very good national distribution, it is
appropriate to emphasize once again the importan
ce of the consistent top quality and taste of the
product, which was re-confirmed by a recent con
sumer survey.
Sales of Heineken beer in Canada continue to rise
steadily.
The course of affairs in our affiliated enterprises in
the Caribbean and Surinam is generally satis
factory.
During the period under review there was a decline
in beer sales in Trinidad, which had a detrimental
effect on the trading profit of our affiliated enterpri
se. The market share was further increased.
ded 2 million hectolitres. An improvement in our
market share was achieved.
The introduction of Heineken beer on the Irish
market took place in April 1978. The sales deve
lopment is promising.
Beer sales in Norway are sluggish, mainly as a
result of the statutory sales restrictions and the po
licy regarding excise duty. Heineken beer followed
the trend of the total market.
Western Hemisphere
Despite a dock strike on the East Coast early in the
past financial year, sales of our beer in the United
States rose by 31 to over 1.6 million hectolitres,
with our market share in the imported beer segment
increasing from 35% to 45%.
Also of great importance is the trend which is evi
dent in the American beer market for more ana more
Americans to drink an imported beer occasionally
alongside the national product.
Of the beer exported by us to America about two-
thirds is consumed in the hotel, restaurant and café
trade, whilst American beer is largely drunk at home.
In the long term there is accordingly still a big sales
potential for our brand here.
The policy being followed as regards range is pro
ving to be successful. The introduction of Heineken
beer in cans into the leisure markets, which we
mentioned in the previous Annual Report, is pro
ceeding according to plan.
Sales of Heineken Special Dark again grew very
strongly in relative terms and now amount to nearly
100,000 hectolitres, or more than 6% of total
Heineken sales in America.
Locally brewed Heineken beer was launched in
Haiti.
Africa
The sales of our beers in West Africa as well as the
trading profits of our affiliated breweries there ge
nerally showed a satisfactory development.
The trading results of the breweries in Central Afri
ca in which we participate were generally favoura
ble, taking the circumstances into account.
Through a substantial rise in sales and a price in
crease the profit in Rwanda was improved.
Although in Zaire there was a profit in the financial
year, the situation remains very uncertain; the
available production capacity could again not be
fully utilized this year.
The price increases which were allowed in some
countries were not always sufficient to offset the
rise in costs.
With regard to the non-consolidated participations
can be stated the following.
Imports into Nigeria of both beer and stout were
completely forbidden early in the past financial
year. The earnings of our affiliated enterprise in
Nigeria were satisfactory.
The brewery in Ghana was faced with a shortage of
raw materials as a result of a lack of foreign ex
change; the profitability was, however, maintained.
Despite an increase in selling prices and a larger
sales volume, the profitability of the brewery in
Sierra Leone was still inadequate. Discussions with
the government of Sierra Leone about a further
increase in prices are in progress.
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