Hcineken 17.1 Asia, including the huge Chinese market, remains an area with strong growth potential. Together with our partner Fraser Neave we shall continue to make the most of our opportunities in this region. Development of corporate brands The Heineken brand established a new sales record in 1995 with 17.1 million hectolitres, compared with 15.9 million hectolitres in the previous year. There is no other beer brand in the world that is sold in as many countries (170) as Heineken. This fact is the basis for a new advertising campaign in the international media which started in the summer of 1995 under the motto: 'Heineken: requested in more countries than any other beer'. Sales of the Heineken brand rose particularly in the United States, the Far East and a number of European countries. Following the successful start-up in 1994 of local production of Heineken in Vietnam and New Zealand, this year local production commenced in Thailand. Amstel 6.9 Buckler 0.9 C4 Tf in On O ON O O O O Sales of Heineken, Amstel and Buckler worldwide in millions of hectolitres In 1995, too, various events were sponsored in support of the Heineken brand. In particular, the Rugby World Cup in South Africa and the Davis Cup tennis tournament were successful. The US Open Tennis enjoys an increasing popularity. The Heineken Night of the Proms, already a big success in the Netherlands for a number of years, was also held for the first time in Spain and Switzerland. Apart from these international events, many sponsoring activities were also developed at the local level. The Amstel brand, which celebrated its 125th anniversary during the past year, again showed a growth, especially in France, Hungary and on the continent of Africa. Amstel was launched in 1995 in Zaire and Nigeria. A start was made on local production of the brand in Israel, whilst preparations for local production of the brand in Switzerland, where it was launched in 1995, are fully under way. Amstel is now obtainable in some 85 countries. In order to support and further expand its position, Amstel is one of the main sponsors of the UEFA Champions League. In the Netherlands, Amstel is the main sponsor of the national football tournament for the Amstel Cup. Early in 1996 Amstel acted for the first time as one of the main sponsors of the football tournament for the African Cup of Nations. The non-alcoholic premium brand Buckler was able to maintain its position as the No. 2 brand in the declining non-alcoholic segment within Europe. Buckler is sold in 70 countries. Various basketball activities were sponsored in support of the brand, inter alia in Spain, France and Italy. Murphy's Irish Stout further expanded its international position in 1995; the brand is now obtainable in more than 40 countries. In Ireland and Britain, Murphy was the first in the world to introduce bottled stout with the characteristics of draught beer. Murphy's Irish Red beer was also launched in a number of markets. 15

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 1995 | | pagina 23