17
Beer sales in Europe per country
(in millions of hectolitres)
6.7 The Netherlands
3.0 Other countries
0.3 Ireland
2.9 Italy
2.0 Greece
4.6 Spain
6.0 France
ministerial memorandum on 'Alcohol and
Society' which appeared at the end of
1986, containing ideas about curbing the
consumption of alcoholic beverages. We
consider it to be an essential lack in this
policy memorandum that no distinction
is made between the abuse and a res
ponsible use of alcoholic beverages. In
the memorandum, amongst other things,
the intention is announced to prohibit
alcohol advertising on radio and tele
vision.
Scientific research and experience in
other countries have shown that restric
tive measures, such as the Cabinet pro
poses, are scarcely effective in the battle
against abuse of alcohol. As we have
observed on several occasions, we prefer
self-regulation to statutory measures in
the combat'ng of abuse of alcohol. In
our opinion, the consumer is more bene
fitted by good information and. where
necessary, by expert assistance.
In some government circles there are
plans to change the excise legislation,
with the finished product being taken into
account as the basis for levying duty
instead of the semi-manufactured product,
as happens now. We have repeatedly
pointed out that this intended change
has undesirable side-effects, including
a distortion of competitive relationships.
Sales of soft drinks showed a positive
growth due to the fine summer. Within
the Dutch soft drinks market the proprie
tary brands managed to strengthen their
position.
The market share of our soft drinks busi
ness Vrumona B.V., which sells only
proprietary brands, such as Royal Club,
Sourcy, Sisi, Pepsi-Cola and Seven-Up,
improved both in the take-home sector
and in the hotel, restaurant and café
market. Exports declined.
Margins improved slightly, thanks to grea
ter efficiency and a small price increase.
The restructuring at Vrumona, aimed at
further restoration of profitability, is pro
ceeding according to plan.
The volume of the Dutch market for spirits
followed a disappointing trend in 1986.
Margins showed a slight improvement.
Due to the more aggressive supply of
cheap spirits the nation-wide brands had
to give ground, especially in the 'jonge
jenever' segment. This also affected the
sales of the Bokma and Hoppe brands
sold by our subsidiary Gedistilleerd en
Wijngroep Nederland B.V. Other products
from the range - Hoppe 'vieux', Coebergh
'bessen', Jagermeister and Zwarte Kip
'advocaat' - showed a positive growth,
against the market trend. This contributed
to the improved earnings.
Exports of spirits were satisfactory.
The position of Bacardi rum, which we
represent, was strengthened, especially
in the hotel, restaurant and café sector.
Increased advertising efforts have partly
been responsible for the fact that Osborne
sherry was reasonably able to main
tain its position in a very competitive
market.
The market for imported wines showed
a decline for the first time in many years.
Our sales in this segment increased.
The structurally negative trend of the
market for Dutch spirits, partly as a result
of the excise duty increases in recent
years, has led to our intended closure
of the Bokma establishment in Leeuwar
den. In a few years' time production will
be transferred to our establishment at
Zoetermeer, where part of the Bokma
product-range is already being produced.
The average number of personnnel in
the Netherlands establishments was
6.187, compared with 6.142 in 1985.
A 38-hour working week was applicable
to a large group of employees in the year
under review; in 1987 a 36-hour working
week will be introduced for this category.
Within the framework of the shortening
of working hours, a change-over from
3-shift to 4-shift working took place in
the bottling and internal transport depart
ments of the brewery at Zoeterwoude.
This has led to a better degree of utiliza
tion of the production facilities.
The brewery in Amsterdam is expected
to be closed in mid-1988. The Works
Council has issued a positive advice