22
Beer sales in Western Hemisphere
(in millions of hectolitres)
4.0
4.2
5.5
6.2
7.7
1982 1983 1984 1985 1986
as a result of an important adjustment
in the pricing policy. However, the posi
tion of this affiliate remained difficult due
to the strong competition.
The turnover of Brasserie Lorraine S.A.
in Martinique again showed an increase,
which was entirely due to higher sales
of soft drinks. There was a slight reduc
tion in sales of beer. Sales of imported
Heineken beer remained more or less
at the same level.
In St. Lucia the sales volume of Wind
ward Leeward Brewery Ltd. developed
favourably. Both in St. Lucia and in the
surrounding islands the sales of nearly
all our products increased compared to
the previous year.
Despite unceasing economic problems
in the Netherlands Antilles and Aruba.
the sales of Antilliaanse Brouwerij N.V.
increased. In both areas there was a rise
in market share. Sales of imported
Heineken beer also proceeded satisfac
torily.
The construction of the new brewery of
Commonwealth Breweries Ltd. in the
Bahamas has undergone some delay.
The brewery will become operational in
1987.
In the following three countries we have
participations which are not consolidated.
In the Dominican Republic our minority
interest Cerveceria Bohemia S.A. was
incorporated in Cerveceria Nacional
Dominicana S.A., in which we now have
an interest of 9.3%. This brewery group
has a market share of about 85%. Sales
of Heineken beer brewed under licence
developed reasonably.
In Haiti the sales of Heineken malta,
produced under licence by Brasserie
Nationale d'Haiti S.A., continued to do
well.
At Desnoes Geddes Ltd.. our minority
interest in Jamaica, there was a satisfac
tory development of sales.
Central and South America
In most countries of Central and South
America there was hardly any improve
ment in 1986 in the economic situation.
The governments of Argentina and Brazil
introduced financial reforms which sub
stantially reduced inflation in these coun
tries. It is not clear how effective these
measures will be in the longer term.
In Brazil the three breweries in which we
have a minority interest produced for
almost the entire year at full capacity.
Sales of Kaiser beer showed a good
increase, mainly due to a strong total
beer market growth. This growth followed
the introduction of the 'Cruzado- plan.
This plan, named after the newly intro
duced unit of currency, comprised a
freezing of prices and a controlling of
wages in such a way that on balance an
improvement in purchasing power oc
curred during the year under review.
The capacity of the breweries in Sao
Paulo and Rio de Janeiro was further
extended, whilst in Sao Paulo a start
was made with the construction of a
second brewery.
Sales by the breweries in Argentina,
Uruguay and Paraguayin which we par
ticipate through a minority interest in
Quilmes International (Bermuda) Ltd.,
proceeded satisfactorily.
In principle it was decided to construct
a new brewery at Corrientes, Argentina.
The brewery will have an initial capacity
of 800,000 hectolitres and Heineken
Technisch Beheer is closely involved.
In Surinam the sales of Surinaamse
Brouwerij N.V. were affected by increas
ing problems concerning the import of
raw materials and spare parts as well as
by continuing labour disputes.
In 1986 the introduction took place in
Costa Rica of Heineken beer produced
under licence by Florida Ice Farm Com
pany S.A. and sales are proceeding satis
factorily.
