Geographical breakdown of sales of beer
brewed under the supervision of
Heineken
(in millions of hectolitres)
isaBBssa 26.5 Europe
HWrsi 10.3 Western Hemisphere
I 7.7 Africa
I W 2.5 Asia/Australia/Oceania
9
Bols. The enterprises concerned have
reached the conclusion that they will be
stronger by combining their forces than
if they were to continue their activities
independently. The new combination to
be formed will have Benelux as its field
of activity.
During the year under review the soft
drinks factory Vrumona B.V. changed
over from Belgian spring water to
high-grade mineral water from the
Netherlands. This mineral water comes
from a source 135 metres deep below
the company's own site at Bunnik and
is used for all Sourcy products.
Once again several new brands and
products were launched. By doing this
we are aiming to strengthen our existing
position and enter new markets. During
the year under review a response was
made to the increasing segmentation in
the beer market in the direction of
specialties and products with a lower
alcohol content and fewer calories.
In 1988 this led to the introduction in a
number of European countries of Buckler,
a beer with a very low alcohol content.
The initial sales experience with it is very
encouraging. Amongst others, Amstel
Light and Pepsi Light were launched on
the Dutch market.
Research and development
Much attention is continually paid to
research and development, in order to
be able to keep up the high standards
which we set for our products. One of
the important aspects in that connection
is the maintaining of quality control during
the brewing process at a high level. A
product information system developed
in the French subsidiary has been made
universally applicable. This automated
system has in the meantime been
introduced at our establishments in
Greece and Italy and will also form part
of an integrated management system
which is to be used in the new brewery
in Singapore.
As the use of the correct raw materials
is of great importance for the brewing of
beer, an investigation is being carried
out together with the Danish brewery
group Carlsberg Breweries Ltd. and the
Netherlands Organization for Applied
Scientific Research (TNO) with the object
of safeguarding the supply of high-quality
barley in the future. In the long run the
European agricultural policy does not
provide any certainty regarding the
availability of barley varieties which give
optimum results both for brewing and
for agriculture. By means of research,
efforts will now be made over a five-year
period to develop new barley varieties.
In view of the ban on imports of barley
malt in Nigeria a type of beer had to be
developed which can be made without
malt. Locally available cereals such as
sorghum, rice and maize were used as
raw materials. These raw materials
require an entirely new brewing
technique. The development process
was completed with good results and in
1989 a type of beer will be introduced
in Nigeria which is brewed entirely from
local cereals.
After many years of research the
development process of a brewing
technique for low-alcohol beer was
successfully concluded in 1988. For this
purpose a natural brewing method was
chosen in which the formation of alcohol
is almost entirely prevented. Partly
because it is a question of a unique
process, its development has taken a
great deal of time. The beer, which is
now being marketed under the Buckler
brand, meets our high standards with
regard to taste and quality.
Personnel
Within our enterprise the management
of the various operating companies has
a relatively large degree of autonomy.
This allows a quick and flexible response
to changes in the environment and
stimulates involvement and indepen
dence.
In the various operating companies good
results are being achieved with the