In the meantime, the preparations for the
introduction of the new type of
50-centilitre Euro-bottle have also been
completed. The change-over to these
new bottles will start in April 1988. At the
same time the 20-bottle crates used hith
erto will disappear and be replaced by
the much handier 10-bottle crates and
partly by 18-bottle crates.
With a view to these replacements a new
packaging line will be built in the brewery
at Zoeterwoude.
In the brewery at 's-Hertogenbosch a
new filling line for various sizes of barrels
was installed during the year under
review.
As already announced, the brewery in
Amsterdam will be closed in 1988. The
production is to be taken over by the
breweries at Zoeterwoude and
's-Hertogenbosch. It is being examined
whether the brewery complex can be
used for tourist purposes.
We are pleased to note that the Lower
House of Parliament was opposed to a
Government proposal entailing, amongst
other things, a ban on alcohol advertising
on radio and television. Experience in
other countries has shown that all kinds
of restrictive measures have hardly any
effect in the battle against alcohol abuse.
For that reason we have on several
occasions expressed our preference for
self-regulation rather than statutory
measures. At the request of the
government authorities, the industry has
Beer sales in Europe in the meantime made a start on
(in millions of hectolitres) tightening up the rules which are applied
in advertising for alcoholic products. Work
is also being done on the drafting of a
code of conduct.
Despite the disappointing summer the
soft drinks market showed a slight growth.
Our soft drinks business Vrumona B.V.,
which sells only proprietary brands, was
clearly able to benefit from this. The
Pepsi-Cola, Royal Club, Sisi, Sourcy,
Rivella and B3 brands all achieved higher
sales. Despite intensified competition
Seven-Up succeeded in increasing its
market share in the slightly declining
1983 1984 1985 1986 1987 lemon-and-lime segment.
15.2
19.3
24.8
25.5
25.2
In order to strengthen Vrumona's position
steps were taken to enter the rapidly
developing segment of low-calorie soft
drinks, known as the 'light' segment. A
contract was also concluded for the
production and distribution of Isostar.
This soft drink is specially intended for
people taking part in sporting activities.
For a number of brands the PET bottle,
a light and unbreakable plastic bottle,
was introduced. By means of a collecting
system the material can be re-used.
Thanks to the restructuring, which is
proceeding according to plan, and the
improvement in exports there was an
increase in the earnings of Vrumona.
The volume of the market for spirits again
showed a disappointing trend in 1987.
This affected the sales of our subsidiary
Gedistilleerd en Wijngroep Neder
land B.V., which sells the Bokma,
Coebergh. Hoppe, Jagermeister and
Zwarte Kip brands. The market share
was virtually maintained. The decline in
sales was offset by improvement in
margins.
During the year under review the product
Bokma Jonge Korenwijn was successfully
launched. Sales of Bacardi rum, which
we represent, continued to develop
satisfactorily. Osborne sherry, too, was
able to strengthen its position in a highly
competitive market. In April 1987 the
agency for the importing of the Pommery
champagne brand was acquired.
The market for wines imported in the
bottle has stabilized. Our position in this
segment was maintained.
The production of the Bokma
establishment in Leeuwarden has in the
meantime been transferred to our
distillery at Zoetermeer.
In 1987 the average number of personnel
in the Netherlands was 6,206, compared
with 6,187 in the previous year.
For a large part of the personnel the
working week was shortened from 38 to
36 hours as from January 1, 1987. The
personnel concerned are those covered
by a collective labour agreement who do
not work on a fully continuous shift basis
or on a 4-shift basis. For the remaining