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.
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