Like A Rolling Stone.
Ireland
Switzerland
Europe
Improved result through sales growth and cost control
Overall demand on the Irish beer market rose slightly.
Lager sales continued to grow at the expense of stouts
and ales, sustaining the trend of recent years. Heineken
Ireland's beer sales increased from 1.0 to 1.1 million hi
and its market share held firm. Higher beer sales
combined with effective cost control translated into an
improved result.
Although the shift in beer sales from the on-trade to the
off-trade sector is continuing, the share of the on-trade
sector is still very high relative to other countries. The
Heineken brand recorded growth in both sales volume
and market share. As well as advertising, Heineken's
sponsorship activities, especially the Green Energy music
festival and the European Heineken Rugby Cup, were
also significant factors in this growth. Amstel performed
well, especially in the take-home market. Following the
downward trend in the stout market, sales of Murphy's
Irish Stout were lower. The name of the operating com
pany was changed in 2001 from Murphy Ireland to
Heineken Ireland, in order to strengthen support for the
Heineken brand in the Irish market.
Growth for Heineken brand in contracting market
The Swiss beer market was also affected by the poor
summer and contracted slightly, with lower sales of main
stream beers and private labels. Heineken Switzerland's
beer sales were down from 782,000 to 761,000 hi.
The market share contracted and the result was lower.
Sales of premium and speciality beers and low-priced
imported German beers in the Swiss market were higher
in 2001 and Heineken Switzerland (formerly Calanda
Haldengut Brauereien) reported increased sales of the
Heineken brand and its speciality beers. Sales of the
Calanda and Haldengut brands were down, in line with
the mainstream beer market. Competition intensified fol
lowing the acquisition of the Swiss market leader by a
competing brewing group.
HEINEKEN N.V. ANNUAL REPORT 2001
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