Western Hemisphere
Sales proceeds fell by 4.9% to
NLG 1,277 million owing to
lower exchange rates.
Consequently earnings also fell.
North America
The beer market in the United States declined in 1995.
The import segment, in which a strong position is
traditionally held, did show some growth. Demand for special
beers increased considerably, but their total volume is still
small.
Despite a price increase implemented towards the end of
1994, sales of Heineken rose by 5%, thus enabling us to
maintain our leading position in the import segment. Amstel
Light achieved a slight rise in sales, too. Sales of Buckler and
Murphy's Irish Stout, which are still modest in volume,
showed a marked increase.
The favourable trend of sales was partly due to the further
improvement of the co-operation with the local distributors
and the boosting of the marketing efforts.
Caribbean
In the Caribbean region economic conditions were again
difficult in 1995. This was partly attributable to the standstill
in the tourist industry and the hurricanes which hit several
islands.
In the light of the tendency towards removal of trade barriers,
the policy is aimed at cost reductions and the strengthening
of the competitive position. Satisfactory results were achieved
in Martinique and St. Lucia. Sales by the brewery in the
Bahamas increased. The position of Antilliaanse Brouwerij in
Curaqao was under pressure as a result of the intensified
competition from imported beers. Work is being done to
further improve productivity. Sales of locally brewed
Heineken beer in the Dominican Republic and Jamaica
remained under pressure.
Heineken managed to maintain its leading position as import
brand in this region. Sales of imported Heineken in Puerto
Rico showed a further increase.
Central and South America
The Brazilian beer market, the largest in the Central and
South America region, developed very satisfactorily.
Our Brazilian minority holding, Kaiser, succeeded in
increasing the Kaiser brand's market share. Sales of locally
brewed Heineken similarly rose; it is intended to boost the
marketing efforts.
The position of our minority holding Quilmes was under
pressure in Argentina as a result of the difficult economic
conditions and increased competition. In Chile, Paraguay
and Uruguay, however, the course of affairs improved.
Sales by Surinaamse Brouwerij remained almost at the same
level.
As a result of the unfavourable economic climate in Mexico
and Venezuela, exports of Heineken beer to those countries
have almost come to a stop.
Sales proceeds
Western Hemisphere
in millions of guilders