Italy
The beer market declined slightly in 1993. The bad weather,
the recession and the fall in tourism had an effect particularly
in the hotel, restaurant and café segment. On the other hand,
the off-premise market developed relatively favourably.
Our operating company Birra Dreher, which achieved lower
earnings, was able to maintain the market share. Sales of the
Dreher brand were under pressure. On the other hand there
was a favourable trend in the sales of Heineken beer, partly
through a new TV campaign. In addition, much attention
was paid to the brand support for Buckler.
Sales of imported beer specialities showed a further growth.
300
The Netherlands 173
Net investments in tangible
fixed assets
in Europe, per country
in millions of guilders
Greece
The beer market was slightly above the 1992 level. Athenian
Brewery strengthened its leading position and achieved
higher earnings.
Sales of Heineken and Amstel beer again rose, whilst sales of
Brand, Dreher and Coors, the brands imported by us, fell.
Amstel Light and Amstel Gold were launched in mid-1993.
Athenian Brewery introduced mineral water under the Ioli
brand; the product comes from the company's own mineral
spring.
The modernization programme in the three breweries was
continued according to plan. Measures are also being studied
to prevent possible water shortages in the future.
Ireland
Despite a relatively favourable economic trend the beer
market declined somewhat as a result of the poor summer
weather. The off-premise segment again showed a growth,
though its size is still limited. The large stout segment grew
slightly, whilst the lager segment stabilized.
Murphy Brewery Ireland managed to boost its market share.
Earnings rose, due to higher sales, better selling prices and
increased productivity.
Heineken and Murphy's Irish Stout achieved an increase of
the share in their market segment. The sales growth of
Murphy's Irish Stout was positively influenced by the draught
flow system for canned stout, introduced in 1992. This
technology ensures a foaming and a taste experience which
are the same as those of draught stout. The international
profiling of the brand will be given a stimulus in 1994 by the
sponsoring of the Irish Open golf championship under the
name of Murphy's Irish Open. In mid-1993 Coors Extra
Gold was launched, sales of which are developing
satisfactorily.
Hungary
The beer market declined sharply, mainly owing to the
economic circumstances. A shift occurred from cheap local
brands to standard and premium beer.
Komaromi Sörgyar did very well and managed to achieve a
marked increase in sales. Earnings, too, showed a rise.
Sales of locally brewed Amstel beer doubled, due to the
increasing demand for quality beer. The growth took place
despite the fact that the price is above the level of the
competition. At the end of 1993 Amstel Bock was
introduced. Sales of our local brand Talléros fell in line with
the market trend.
26