Review by region
Western Hemisphere
Total sales of Heineken beer brewed under licence on Jamaica, Trinidad, in the Dominican
Republic and in Costa Rica maintained the level of the preceding year.
In Puerto Rico sales volume of imported Heineken beer increased. A major growth factor was
the introduction of a new can packaging.
South America The economic recovery in Brazil had a favourable impact on the beer market. In Argentina and Chile
on the other hand the weak economy caused pressure on beer consumption. The long-term
prospects for the region remain highly promising. With the rise in prosperity, beer consumption is
increasing and the premium segment is growing. So the region offers plenty of potential for the fur
ther development of Heineken. We are therefore pursuing the continuing expansion of our pres
ence in the region.
Our licencing partners Quilmes in Argentina and Chile and Kaiser in Brazil sold more Heineken
beer than in the preceding year. In Chile especially sales volume of Heineken beer increased
sharply.
Exports of Heineken beer to South America rose once again, with sales in Colombia in particular
showing an increase.
HEINEKEN N V. ANNUAL REPORT 2000
33