Beer sales in Africa
Brewed under the supervision of Heineken (in millions of hectolitres)
Agreement was reached on the acquisition of a 51%
interest in Brasseries de Bourbon S.A. in Réunion. The
brewery is the only one on this island situated in the Indian
Ocean, east of Madagascar.
In 1986 Heineken will undertake the management of the
enterprise, which also has soft drinks interests.
Heineken has interests in brewery enterprises in Indo
nesia, Singapore (with interests in Singapore, Malay
sia. Papua New Guinea and New Zealand), New Cale
donia, Jordan and Lebanon. Group products are manu
factured under licence at all our affiliates, as well as in
Japan, South Korea and Tahiti. Soft drinks are also
produced in Indonesia, New Caledonia and Papua New
Economic developments in the Far East were generally not
positive in 1985. The prices of commodities, including oil
and products of tropical agriculture - which are so
important for this region - remained low. Nevertheless,
after years of being sluggish, beer sales in 1985 were
higher than in 1984. Lower exchange rates in Asia had a
negative effect on our earnings.
Exports to the Far East. Australia and Oceania did well.
The expected economic recovery in Indonesia failed to
materialize in 1985. The fact that nevertheless the beer
market showed a slight growth was because cost-increa
sing factors were not passed on in the price of beer.
P.T. Multi Bintang Indonesia managed to achieve a larger
market share in 1985. Despite the contraction of margins,
earnings were higher as a result of increased sales.
There was some increase in sales of Green Sands shandy
and soft drinks. Towards the end of 1985 the introduction of
Malta in Indonesia took place. Sales of Tiger beer -
produced under licence from Malayan Breweries Ltd. - are
proceeding according to expectations. The specific mar
ket segment for this product is in fact limited in extent.
In the financial year 1984/1985 the Malayan Breweries
group as a whole was able to maintain the trading profit in
In Singapore economic growth came to a standstill, as a
result of which there was some decline in sales. During the
year under review it was decided to build a new brewery in
Singapore to replace the existing production facilities. The
investment is being financed from Malayan Breweries' own
In Malaysia. Malayan Breweries managed to increase
sales in a recovering beer market: the market share was
Sales of the Heineken beer launched in 1984 developed
In Papua New Guinea the beer sales by South Pacific
Holdings Ltd.. an affiliate of Malayan Breweries, remained
at the previous year's level. To broaden the basis of the
enterprise the soft drinks activities were considerably
extended. This put incidental pressure on earnings.
As a result of the political situation in New Caledonia sales
of beer outside the capital Nouméa were forbidden during
1985. As a result of this, beer sales by Grande Brasserie de
Nouvelle Calédonie S.A. were down on the previous year.
However, the increased sales of Green Sands shandy and
soft drinks, as well as price increases, contributed to an
improvement in earnings.
in Jordan there was a further decline in sales of Amstel beer
brewed by Jordan Brewery Ltd.
The sales of Amstel in Lebanonproduced by Brasserie et
Malterie Almaza S.A.L.. rose considerably. Owing to the
political situation there was a sharp setback in sales of
Heineken to that country.
Despite the declining economic activities in the Middle
East there was a substantial increase in sales of Heineken
and Amstel to the Gulf States.