Bols Benelux made considerable efforts in the commercial
field. New campaigns were developed for various products,
the packagings were modernized and new products were
launched. Earnings were at the same level as in 1992.
Early in 1994 we sold our 50% interest in Bols Benelux to the
fellow shareholder Koninklijke BolsWessanen. Bols Benelux
was still included in our consolidation in 1993.
bo
i 27.4
France
The beer market declined somewhat in 1993. This was
mainly due to the five-fold rise in excise duty on beer as from
May 1, the worsening economic situation and the
disappointing weather. The decline also occurred in the non
alcoholic segment.
Competition increased, especially from cheap brands in the
retail trade channel; as a result of this, marketing efforts were
intensified and selling prices, excluding excise duty, fell.
Brasseries Heineken achieved satisfactory earnings through
cost savings and an improvement in the sales mix.
The Heineken, Buckler and Pelforth Blonde brands managed
to improve their position. Amstel and Amstel Legend were
successfully introduced in the hotel, restaurant and café
trade. The sale of foreign beer specialities developed
satisfactorily.
Our wholesale organization France Boissons was able to
strengthen its distribution position further by several
acquisitions.
os o <n m
oo a o a- on
Q\ On ON ON ON
Beer sales in Europe
brewed under die
supervision of Heineken
in millions of hectolitres
Spain
During the year under review there was an acceleration in the
decline of the beer market which had already been occurring
for several years. This was mainly attributable to the
economic situation and the doubling of excise duty in January
1993. The decrease was sharpest in the hotel, restaurant and
café trade. Through the improved cost structure and lower
reorganization costs El Aguila was nevertheless able to
improve its earnings. Sales of Heineken beer again rose,
whilst Buckler lost some market share through the emergence
of rival brands. Buckler continued to be clearly the market
leader in the non-alcoholic segment. The Aguila brand -
which has a relatively strong position in draught beer - lost
ground owing to the fall in consumption in the hotel,
restaurant and café trade.
The reorganization of our Spanish operating company is
proceeding steadily. The number of employees fell in the
course of the year by nearly 300 to around 1,700. Towards
the end of the year agreement was reached in principle on the
sale of the brewery in Zaragoza. If the handing-over of that
brewery takes place as planned in 1994, El Aguila will have at
its disposal two large efficient breweries, in Madrid and
Valencia, and the number of employees will be around 1,500.
25