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

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 1995 | | pagina 39