Heineken
Western Hemisphere
iwni
If life were perfeel,
some people would come
with warning Inhels,
pets would he
u tux deduction, und
I here d he spring hreuh
for people who work.
Well, ut leust
there's Amstel Light.
It has only 95 culories.
hut you still get
renl imported taste.
You don t give up u thing
it we were just any Ixvr,
we'd probahlv need a pretty picture
is enough.
Just being the best is enough
Sales proceeds in the Western
Hemisphere were NLG 1,187
million, up 5.3%. Earnings rose
due to higher sales and an
improvement in margins.
North America
In the United States - where the economy is showing
cautious signs of growth - imports of beer rose in a beer
market which was otherwise static. The growth of the
Heineken brand exceeded the increase in the import market.
To a considerable extent this success was due to the
introduction of the 64-centilitre bottle and to intensified
marketing efforts. The growth in the sales of the Amstel
Light, Buckler and Murphy's Irish Stout brands also
exceeded the positive trend in the various segments of the
beer market.
On December 31, 1993, Mr. Leo van Munching Jr. retired as
managing director of our U.S. import organization
Van Munching Co., with which he was associated for over
40 years.
1300
1100
1000
1,187
700
400
300
0
0s O C4 CO
00 Os ON OI
OS 0N Q\ QS
Sales proceeds
Western Hemisphere
in millions of guilders
Caribbean
In the Caribbean region the economic situation remained
rather gloomy, partly because tourism again showed a
downward trend. As a result of this the beer markets
declined.
In the Bahamas our operating company nevertheless
increased the sales of the local brand Kalik. Sales by
Antilliaanse Brouwerij were under pressure, particularly in
Aruba, as a result of competition from imports from South
America. In St. Lucia the sales of the local brand Piton,
launched in 1992, did well.
Sales of imported Heineken beer were under pressure in most
of the markets in this region. The development of sales in
Puerto Rico and the French overseas territories was positive.
Central and South America
Beer consumption showed an increase in most South
American countries. This was mainly in consequence of the
improving economic situation in this region, with the
exception of Brazil. Despite keen competition our Brazilian
minority holding, the Kaiser group, succeeded in
strengthening the position of the Kaiser brand; the
introduction of Kaiser bock beer was very successful.
Intensive market canvassing made it possible for sales of
locally brewed Heineken beer to be almost doubled.
Quilmes, in which we have a minority interest, managed to
further strengthen its position in Argentina, Chile, Paraguay
and Uruguay. The production capacity was further
expanded.
The economic and political circumstances in which
Surinaamse Brouwerij had to operate continued to be
extremely difficult.
There was a sizeable fall in the sales of imported Heineken
beer in Mexico, but in a number of other countries in this
region, such as Venezuela and Colombia, sales rose
considerably.
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