G.A. Heineken
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ROTTERDAM, 1873.
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Amsterdam,15 Februari, 1873.
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STADHOUDERSKADE AMSTERDAM
het welvare van de brouwery d'hootbeb&
21
Caribbean
Competition intensified in the Caribbean,
too, but our brands were able to maintain
or strengthen their strong position in
virtually all the markets. Exports of beer
to this area remained at the same level
and sales of locally brewed beer showed
an overall increase, mainly due to a rise
in tourism to this region and consequently
the improvement in the economic
situation.
In Trinidad and Tobago the beer market
showed a decline, which was mainly
caused by the economic recession and
a number of government measures.
Nevertheless National Brewing Company
Ltd. managed to achieve a rise in sales
volume. The lower sales of Heineken
beer produced under licence were amply
offset by a sharp rise in the sales of the
local brand Stag.
In Martinique sales of the local beer
brands Lorraine and Porter brewed by
Brasserie Lorraine S.A. remained stable,
despite keener competition. Total sales
by the company showed a slight
decrease, mainly as a result of lower
sales of soft drinks. Exports to
Guadeloupe and French Guyana
developed satisfactorily.
There was a slight fall in sales of
imported Heineken beer.
In St. Lucia Windward Leeward
Brewery Ltd. succeeded in continuing
the favourable trend of recent years.
Both local sales and exports within the
region again developed along positive
lines. A licensing agreement was
concluded for the local production and
export of Guinness Stout. A licence was
also obtained from Desnoes Geddes
Ltd. for the production of Red Stripe
beer, Dragon Stout and Red Stripe Malta.
Sales by Antilliaanse Brouwerij N.V. in
the Netherlands Antilles and Aruba
showed an increase, mainly as a result
of the economic recovery in Aruba. On
this island the market share was
enlarged, whilst in Curapao the market
share remained stable. Sales of imported
Heineken beer rose, partly due to the
growth of tourism.
In the Bahamas sales of Heineken beer
and other products made by
Commonwealth Brewery Ltd. under
licence showed an increase. In particular,
sales of Guinness Stout and Vita Malt
did well. In November the new local beer
brand Kalik was launched.
In Puerto Rico sales of imported
Heineken beer declined.
In the following three countries we have
operating companies which are not
consolidated.
In the Dominican Republic sales by
Cerveceria Nacional Dominicana S.A.
rose considerably, despite the
unfavourable economic situation locally
and the many price increases. The rise
in sales of Heineken beer brewed under
licence continued.
In Jamaica sales by Desnoes Geddes
Ltd. showed an increase, despite the
setback in the third quarter as a result
of the hurricane Gilbert. Sales of
Heineken beer again rose considerably.
In Haiti the political situation remained
unsettled. Nevertheless sales of
Heineken Malta, produced under licence
by Brasserie Nationale d'Haïti S.A.,
increased.
Central and South America
In Central America the political and
economic situation was persistently
unstable. In South America there was
again evidence of a high rate of inflation.
In many countries the effectiveness of
government measures appears to be
decreasing and the economic situation
is worsening. As a result of this there
was a decline in the rate of growth of
the beer market.
In Brazil the total sales of the Kaiser
breweries, in which we have a minority
interest, rose considerably.