In Britain, where the total beer market declined slightly, the
lager market showed a continuing growth. Sales of the
Heineken beer brewed under licence by Whitbread Co.
PLC. approximately kept pace with this.
In 1985 the importing of Amstel beer to the United Kingdom
was started by Scottish Newcastle Breweries PLC.
Having regard to the difficult operating conditions, Dun
can. Gilbey Matheson achieved reasonable results with
the international spirits sales and the distilleries in Afri
Whereas the sales of Heineken beer in Norway were again
under pressure in a slightly increasing total market, in
Sweden the sales of locally produced Amstel beer were
maintained in a somewhat declining market.
In Switzerland the sales showed positive growth in the year
under review. As a result of the conclusion of contracts with
a number of important agents in 1985, the Heineken brand
will now be distributed on a national scale.
Sales of Green Sands shandy produced under licence in
Portugal were at the same level as the previous year.
As the exports of our products to most East European
countries are linked with the so-called 'offset tradethe
volumes remain modest for the time being. Nevertheless
the positive development is continuing; in particular,
exports to the Soviet Union have shown favourable
The emphasis of the activities in the Western Hemi
sphere lies on exports from the Netherlands to the
United States, Canada and the Caribbean. The enterpri
se has its own brewery in Canada and also interests in
breweries in Trinidad, Martinique, St. Lucia, the Domi
nican Republic, Haiti, Jamaica, the Netherlands Antil
les, the Bahamas. Brazil, Argentina, Uruguay, Paraguay
In some of these countries soft drinks are also pro
In the United States the import segment admittedly devel
oped more favourably than the total beer market, but there
was a distinct weakening in the rate of growth. The leading
position of the Heineken brand in the import segment was
maintained; sales in the market also increased to some
extent in 1985, despite intensified competition in respect of
prices and discounts. Thanks to further strong growth in
sales, Amstel Light further reinforced its already good
position among the imported beers.
The Grizzly beer produced at our brewery in Canada
confirmed its acceptance in the trade channels and now
occupies a satisfactory position in the sector of the
Canadian imported beers.
Heavy marketing support, including intensive advertising,
has again contributed greatly to the sales development of
our products in the United States. Once again the co
operation with our American importer Van Munching Co.
Inc. proved very effective.
In Canada the earnings of most breweries are under
pressure as a result of severe competition. The market
position of our subsidiary Amstel Brewery Canada Ltd.
again improved Sales in the take-home sector increased
considerably as a result of big advertising efforts and the
launching of new brands. Sales increased, amongst other
things, by the introduction of Amstel Light and Peroni beer,
a brand which is especially intended for the Italian
community in Ontario.
The capacity of the bottling plant is to be doubled. A
canning line will also be installed in order to meet growing
demand in Canada for canned beer. Imports of Heineken
beer increased sharply as result of strikes at local brewe
ries in several provinces. Apart from this incidental favou
rable factor, competition remained keen.
The general economic situation in the Caribbean did not
show any revival in 1985. A slight improvement was shown,
however, in a few areas where tourism plays an important
role in economic life. Despite strong competition from
Europe and the United States our exports to this region rose
further, partly as a result of once again higher sales in
In Trinidad the economic recession and strong competition
continued. It was therefore a difficult year for our affiliate
National Brewery Company Ltd.
The turnover of Brasserie Lorraine S.A. in Martinique
showed a slight increase, particularly as a result of higher
sales of soft drinks. Sales of imported Heineken beer rose
Windward Leeward Brewery Ltd. in St. Lucia had a
satisfactory year. Higher sales were achieved with practi
cally all products, both in St. Lucia itself and as regards
exports to surrounding islands.