Puerto Rico was again an important outlet for Heineken in
1985. As a result of rising sales the share of the Heineken
brand increased, both in the market as a whole - which
experienced a slight decline - and in the import segment.
This was in spite of intensified competition from American
and European beers. Sales of Amstel Light were slug
Puerto Rico remained the biggest export market in the
Caribbean for our enterprise: after the United States this
country is our second export market.
Sales of Heineken beer produced under licence in the
Dominican Republic by our minority interest Cerveceria
Bohemia S.A. proceeded in accordance with expectations
in 1985. In conjunction with our local partners, a majority
interest was acquired in Cerveceria Nacional Dominica
S.A. which has a market share of more than two-thirds in
the Dominican Republic. Our holding in Cerveceria Nacio
nal Dominica S.A. is about 10%.
In Haiti the sales of Brasserie Nationale d'Haïti S.A.. in
which we acquired an interest in 1984, developed favou
The economy in Jamaica again remained depressed in the
year under review. The market share of Heineken beer
produced under licence by Desnoes Geddes Ltd.. in
which we have a minority interest, remained stable.
Despite the economic problems in the Netherlands Antilles
the sales by Antilliaanse Brouwerij NV showed a slight
increase. The market share of Amstel improved at the
expense of imported beers, particularly from the United
Sales of imported Heineken beer were maintained in
Curapao. In Aruba the position was strengthened, amongst
other things as a result of changes in the distribution set-up.
The economic situation on both islands gives cause for
concern for the near future.
In St. Martin the growth of the Heineken brand continued
Despite the strong competition from Europe sales of
imported beer in the Bahamas increased.
At our affiliate Commonwealth Breweries Ltd. the new
brewery will be taken into operation in the course of
Central and South America
In most countries in Central and South America there has
been a difficult economic situation for many years,
characterized by a very strong inflation and a substantial
foreign debt burden. Although various governments are
making efforts to solve the problematical situation, no
structural improvements can be expected in the short term.
Beer sales in Western Hemisphere
Brewed under the supervision of Heineken (in millions of hectolitres)
3.8 4.0 4.2 5.5 6.2
1981 1982 1983 1984 1985
in the ionger term, however, we see good opportunities for
In Brazil sales of Kaiser beer, produced by the three
breweries in which we have a minority interest, showed
favourable growth. The capacity of the breweries in Sao
Paulo and Rio de Janeiro was expanded.
Sales by the breweries in Argentina, Uruguay and Para
guay, in which we participate via a minority interest in
Quilmes International (Bermuda) Ltd.. proceeded satisfac
In Argentina the investment programme to modernize the
production facilities was continued.
Beer turnover at Surinaamse Brouwerij NV in Surinam was
virtually at the same level as the previous year, despite the
country's increasing economic problems.
In mid-1985 a licensing agreement for the brewing of
Heineken beer was concluded with Florida Ice Farm
Company S.A. in Costa Rica. The introduction will take
place in the current year.