Beer sales in Europe
Brewed under the supervision of Heineken (in millions of hectolitres)
The activities in Europe comprise the brewing and
marketing of the international beer brands, Heineken
and Amstel, as well as a number of national brands.
The enterprise has breweries in the Netherlands.
France, Spain, Italy, Greece and Ireland. In addition,
production of Group brands takes place by indepen
dent licensees in Britain, Italy, Norway and Sweden.
Soft drinks, spirits and wines are mainly marketed in
the Netherlands and France. Soft drinks are produced
by us in both countries.
Europe is the most important continent for the marketing of
our international and national brands of beer. Of the total
sales of beers brewed under the supervision of our
enterprise, 62.7% took place in Europe during the year
under review. As already mentioned, the important position
occupied by Europe is the result of a deliberate policy,
whereby our enterprise has a presence in nearly all West
European countries, with the exception of the Federal
Republic of Germany.
In Europe there was a continuation of the modest economic
recovery, though not everywhere to the same extent. In
several countries the revival was accompanied by an
increase in purchasing power.
The summer weather in Europe showed iarge variations,
but the beer market as a whole differed little in volume from
the previous year.
Sales of beer brewed under our supervision further increa
sed in 1985. As already observed, this was largely due to
the consolidation of the Spanish affiliate El Aguila. In
addition, there was overall an autonomous rise in volume.
Higher sales were achieved, inter alia, in the Netherlands,
Greece and Italy.
During the year under review the European Commission
took the initiative to bring about a fully integrated free
internal market in Europe by 1992.
This intention, which is now about to be given shape in
many fields, is of course to be welcomed. In this connection
we would note, however, that especially in a sector such as
the food and stimulants industry, steps must be taken to
If on the basis of very general principles products can
circulate freely in the Common Market, as long as they
comply with the regulations of the member state where they
are produced or are imported from third countries, the
danger of a levelling-down of quality is not imaginary. For
the Netherlands food and stimulants industry it is vitally
important that the high image which it has world-wide
.5 14.2 15.2 19.3 24.8
1982 1983 1984 1985