Beer consumption 1992
per capita in Europe
in litres
The brewing capacity was doubled in the course of the year
and distribution was further expanded.
The still modest imports of Heineken beer developed very
satisfactorily.
Other countries
In Britain the beer market declined further, partly as a result
of an increase in excise duty; furthermore, the lapsing of
import barriers caused an intensification of competition. The
market share of Heineken Lager, brewed under licence by
Whitbread, fell slightly but the Heineken Export brand
strengthened its position in the premium segment. The
distribution of Heineken will improve through the
co-operation entered into by Whitbread with Vaux Breweries.
The sales of Murphy's Irish Stout fell. Towards the end of the
year an agreement was signed with the H.P. Bulmer
beverages group for the import and nationwide distribution of
Amstel beer in the United Kingdom.
After intensive preparation a start was made in 1993 on the
distribution of imported Heineken beer in Germany. A sales
office was opened in Düsseldorf and in the meantime
distribution agreements have been concluded with about ten
trading partners. The introduction - which for the time being
is confined to hotels, restaurants and cafés in the big cities - is
proceeding satisfactorily, despite the sharp fall in the beer
market. In the first instance, the efforts are aimed at the
building-up of a good image for the Heineken brand. The
sales volume will still be modest for the first few years.
Sales of Heineken in Switzerlandan important export market
for us, rose further. This was partly due to an increase for the
import segment in a declining beer market. The newly
introduced 64-centilitre bottle was favourably received.
Towards the end of the year we reached agreement in
principle on the acquisition of 52.3% of the voting shares in
the holding company Brauerei Haldengut, the holder of the
majority in the second largest brewery group in Switzerland,
Calanda Haldengut. This group also looks after the
distribution of Heineken beer in the eastern and southern
parts of Switzerland. Calanda Haldengut has two breweries -
at Chur and Winterthur - with a combined brewing capacity
of 600,000 hectolitres and, in addition, has interests in soft
drinks and mineral water. In the meantime a definitive
purchase agreement has been signed and a public offer has
been made for the remaining shares of the group.
In Norzvay, sales of Heineken beer brewed under licence
showed a marked growth, partly as a result of an
intensification of the advertising efforts.
In Belgium the capacity of Mouterij Albert was expanded.
The size of the malthouse is now such that a degree of
efficiency is attained which sets the standard for the malting
industry. Furthermore, the malthouse provides Heineken
with the necessary knowledge of the processing technology of
one of its principal raw materials and the associated cost
level.
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