I
Amstel reinforced its international position
in 1997. Sales of Amstel rose from 6.9 million
hectolitres to 7.2 million hectolitres. Amstel is
now available in over ninety countries and ranks
as the number four international beer brand.
Amstel further improved its position in Europe
despite a decline in the standard segment. Local
production was started in China while Amstel
1870 and Amstel Bier were introduced in the
United States.
Once again in 1997, brand support via
sponsorship was a priority area for Amstel -
particularly around football. This increasingly
helped build up Amstel outside Europe. Key in
our strategy is our role as main-sponsor of the
UEFA Champions League, a tournament featuring
top European clubs. Moreover, Amstel sponsors
The Africa Cup of Nations, the continent's most
prestigious football event. Events sponsored by
Amstel in Asia include the Asian Cup.
Amstel also supported the cycling world
championship; seen alongside its sponsorship
of the Amstel Gold Race in the Netherlands,
this puts Amstel in a prominent position in
the cycling scene. Amstel's internet-site
(http://www.amstel.nl) is massively popular.
Murphy's continued its progress in 1997.
There was remarkable sales growth in western
Europe.The brand also expanded its position in
North America and realized volume growth.
The excellent image and the unique taste,
plus further extension of the Murphy's Irish
Pub concept, are the driving forces behind this
growth. Murphy's, which is now enjoyed in
65 countries, has clearly won the credentials
of an international beer brand in the specialty
segment.
Breweries
Our worldwide network of breweries is constantly
modified in line with growing export volumes,
integration of acquisitions and the start-up of new
operations.
During the financial year we expanded our brewery
in Zoeterwoude, the Netherlands - already the
Sales of Heineken,
Amstel and Murphy's
worldwide
in millions of hectolitres
19-5
16.5 I
15.0
13-5
10.5
9.0
7-5
6.0
4-5
3-0
1-5
,18.8
-7.2
- 0.6
1997
1996
1995
1994
1993
Beer sales in 1997
brewed under the
supervision of Heineken
in millions of hectolitres
33
3°
27-
24
15-
3 f
The Netherlands 6.7
Rest of Europe 30.5
Western Hemisphere 19.2
Africa 7.8
Asia Pacific 9.6
HEINEKEN N. V.
REPORT OF THE
EXECUTIVE BOARD
19 9 7
I Heineken
I Amstel
Murphy's
1 5
