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

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 1986 | | pagina 18