Western Hemisphere xhe United States is
our most important export market. Heineken's
presence in this region also includes operating
companies, participating interests and
agreements with licensing partners.
United States
Our sales volume in the United States grew by
5%. This is a remarkable performance in a
virtually stable market, the scene of a fierce price
war between major local breweries, where growth
of specialty beers has come to an unexpected halt,
and competition increased in the import segment.
Of all our brands Heineken showed the
strongest growth in the United States. This is
particularly encouraging given that we maintained
the level of selling prices.
Amstel Light maintained its position as the
number one imported beer in the extensive Light
segment of the beer market. The launch of Amstel
Bier and Amstel 1870 lager in several important
markets reinforced the Amstel brand. The striking
advertising campaign around the launch
generated considerable publicity. The improved
position of the Amstel brand will be used to boost
sales growth.
Murphy's Irish Stout and Murphy's Irish
Amber posted healthy growth once again.
Heineken USA's retail-sales organization was
expanded and new sales activities were started-up.
This strategy is clearly paying off with Heineken
achieving double growth figures in the relevant
segment. Sponsorship of the US Open tennis
tournament further reinforced the position of the
Heineken brand. The overall level of marketing
activities increased.
The United States continues to be our most
important market for beer outside Europe.
The Caribbean
Sales volume by our breweries in the region
increased. Heineken is the largest imported beer
brand in the Caribbean. Heineken is also well-
known here as a sponsor of jazz. These highly
popular activities are matched to local preferences.
Commonwealth Brewery on the Bahamas realized
a considerably higher result. Kalik, our local bee
brand, was significantly reinforced by the succes
ful launch of Kalik Light. Sales of Heineken beei
also increased, helped by improved marketing.
Windward Leeward Brewery posted higher
sales volumes on St. Lucia. Exports were also up
and the brewery's results increased,
The Surinaamse Brouwerij succeeded in
improving its results. The quality of the local
Parbo beer was improved and Parbo beer in cans
and non-returnable bottles was launched succes -
fully. This increased sales volume in Surinam.
The new brew-house started up at the end of the
year under review.
A 50 centilitre canning line was taken into
operation at Brasserie Lorraine on Martinique
enabling the brewery to benefit from the growin
market share of beer in cans.
The Antilliaanse Brouwerij on Curasao
increased its sales volume and market share
partly thanks to the successful launch of beer in
cans, produced on the new filling line.
On Puerto Rico, our most important export
market in the Caribbean, Heineken's market
share increased once again.
In the Dominican Republic, there was an
increase of sales of Heineken beer brewed
under licence. Good progress was made here in
developing a premium segment in the beer
market.
Central and South America
We continue to invest in the further build-up
of the Heineken brand in Central and South
America.
Cervejarias Kaiser of Brazil, in which we have
a minority interest, increased its share of a beer
market marked by very low growth.
The Argentine economy resumed its positive
trend. The beer market was among the
beneficiaries, increasing by more than 10
Our partner Quilmes commenced local produc
tion of Heineken under licence. The sales of
Heineken beer developed very successfully.
Sales proceeds in the Western Hemisphere
were N LC 1,527 million in 1997, up by 11.3% over 1996.
Earnings increased as well.
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