Greece
In Greece, the Company has breweries in Athens,
Thessaloniki and Patras, and a mineral water factory at
Lamia. Amongst others, the brands Heineken, Amstel and
Buckler and the mineral water Ioli are sold.
The Greek beer market showed a decline, inter alia as a result
of a fall in tourism and the purchasing power effects caused
by a strict incomes policy aimed at reducing inflation.
The leading market position of Athenian Brewery was
maintained. Modernization programmes were carried out in
the three breweries.
Heineken and Amstel kept their respective market shares.
Partly due to cost control, earnings from our Greek beer
activities improved slightly.
There was once again a strong rise in demand for Ioli mineral
water.
Ireland
In Ireland, the Company has a brewery in Cork and amongst
others the brands Heineken, Buckler and Murphy's Irish
Stout are marketed.
The Irish beer market remained at the 1994 level. As a result
of the fine summer sales of lager beer increased sharply; the
large stout segment, however, did significantly less well.
In the declining stout segment Murphy's Irish Stout managed
some improvement in its market share. This was partly due to
the successful introduction of bottled Murphy's Irish Stout
with draught beer characteristics. In a number of countries
Murphy's Irish Red beer was launched.
The earnings of Murphy Brewery Ireland rose to some
extent, which was mainly attributable to the considerable
growth of Heineken in the lager segment.
Hungary
In Hungary, the Company has a brewery at Komarom and
the brands Amstel, Buckler, Talléros and Kapsreiter are sold.
Owing to the reduced purchasing power the Hungarian beer
market experienced a decline. The intense competition
ensured that prices came under strong pressure.
Sales by the Amstel Sörgyar brewery rose. The distribution
network was further expanded and it now has a nationwide
reach. The marketing efforts were intensified. The market
share of Amstel rose slightly. In mid-1995 locally produced
Buckler was launched.
Despite an increase in the fixed costs and the strong price
competition, earnings from our Hungarian beer activities
remained roughly the same as in the previous year.
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