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

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 1993 | | pagina 33