Switzerland
In Switzerland, the Company has breweries at Chur and
Winterthur and, amongst others, the brands Heineken,
Amstel, Calanda and Haldengut are sold.
The Swiss beer market fell again in 1995 as a result of
pressure on purchasing power and less tourism. Reinforced
by several large price increases, this mainly affected the sales
in the hotel, restaurant and café sector. The premium import
segment grew.
Demand for the Heineken brand rose, which was partly due
to the strengthening of the national sales network. Heineken
is the market leader in the premium import segment.
Amstel beer was successfully launched on the Swiss market in
1995. The introduction of Calanda Ice Beer proceeded
successfully.
Ireland
United Kingdom
Slovakia
The Netherlands
Hungary
Spain
Switzerland
Bulgaria
420 Greece
France
2®'2 Poland
262 Italy
Despite the negative developments in the beer market the
earnings of Calanda Haldengut rose, which was partly due
to structural cost reductions in the field of production and
distribution. The market share increased slightly, too, thus
strengthening the Company's position in the Swiss market.
The concentration on core business is making good progress,
as is the optimization of the synergy between the two previous
brewery organizations.
Other countries
The beer market in the United Kingdom showed a slight
growth; in particular the premium segment did well.
The Heineken brand, produced under licence by
Whitbread, was able to benefit from this. The Heineken brand
was actively supported, amongst other things by sponsoring.
Murphy's Irish Stout underwent a significant growth.
The Amstel brand, introduced in the previous year,
developed satisfactorily.
The development of Heineken in Germany proceeded
according to plan. Sales showed further growth.
In Slovakia, a 66% interest was acquired in the brewery and
maltworks Zlaty Bazant at Hurbanovo. Our policy is aimed at
strengthening the principal brand in Slovakia, Zlaty Bazant.
The capacity of the brewery will be expanded to 1 million
hectolitres and that of the maltworks to 60,000 tonnes.
In Poland our partner Zywiec, in which the Company now
has a 31.8% interest, increased its market share. Within the
framework of a further expansion of the capacity of the
brewery at Zywiec a new bottling line was taken into
operation. Earnings showed a rise.
The Zagorka brewery in Bulgaria achieved positive earnings.
Substantial investments were made in connection with the
expansion and modernization of production and to improve
distribution.
Beer consumption 1994
per capita in Europe
in litres
29
