19
market share in the lager segment
remained virtually constant.
Sales of Murphy's Irish Stout, produced
by our Irish brewery and launched on
the English market in 1986, developed
satisfactorily.
The earnings of Duncan, Gilbey
Matheson, the affiliate responsible for
the co-ordination of our spirits interests
outside the Netherlands, were under
pressure in the year under review. Sales
of concentrates to African distilleries were
below the previous year's level. In 1987
a 50% interest was acquired in East
Caribbean Distillers Ltd. in St. Lucia.
In Sweden sales of Amstel beer, brewed
under licence by A.B. WSrby Bryggerier,
were below the previous year's level.
The fall was due to the limited
possibilities for distribution in the
foodstuffs sector. The position of Amstel
in the hotel, restaurant and café market
is being affected by growing competition
from local special types of beer.
In Norway, where Heineken beer is
brewed under licence by Frydenland
Ringnes Bryggerier A.S., sales of our
brand similarly declined. This was partly
due to the poor summer weather and
intensified competition.
Sales of imported Heineken beer in
Switzerland again showed an increase.
Beer sales in Western Hemisphere
(in millions of hectolitres)
4.2
5.5
6.2
7.7
8.5
The reintroduction of Heineken beer in
Portugal is proceeding according to plan.
Nationwide distribution will be achieved
in the course of 1988. Green Sands
shandy, which is produced under licence,
is doing well. During the year under
review a slight increase in sales was
once again achieved.
International duty-free sales showed a
slight decline. This was due to increasing
competition and the course of affairs in
the shipping business.
1983 1984 1985 1986 1987
Western Hemisphere
The emphasis of the activities in the
Western Hemisphere lies on exports of beer
from the Netherlands to the United States,
Canada and the Caribbean. The enterprise
has a brewery in Canada and also interests
in breweries in Trinidad. Martinique,
St. Lucia, the Netherlands Antilles, the
Bahamas, Haiti and Jamaica as well as in
Surinam, the Dominican Republic, Brazil,
Argentina, Uruguay and Paraguay. In Costa
Rica production takes place under licence.
In some of these countries soft drinks are
also produced.
North America
The total beer market in the United States
remained at the same level as the pre
vious year. The import segment again
increased, though to a lesser extent than
in the past few years. Market conditions
in this important export market for us
were far from easy in 1987. There was
a sharp increase in competition in this
segment, whilst the depreciation of the
dollar in relation to the guilder was also
detrimental to us.
Having regard to this situation, the trend
of sales can nevertheless be described
as satisfactory.
Our shipments of Heineken beer fell by
11 This decline was largely due, how
ever, to stock shifts in the market.
Consumption of Amstel Light showed a
fair increase.
Overall, our Company was rather well
able to maintain its traditionally strong
position in the American import market.
This was substantially due to the sales
efforts of our importer Van Munching
Co. Inc.
We have every confidence in positive
developments for Heineken beer and
Amstel Light in the United States.
In Canada the sales of our subsidiary
Amstel Brewery Canada Ltd. showed a
considerable increase. This increase was
mainly due to a strong growth in the
sales of both Amstel lager and Amstel
Light.
The regional brand Steeler also did well.
