Central America
and the Caribbean
Amateur
Correction
Lagrimas
Amstel Light, which was introduced at the end of 2001,
was well received.
After a promising start to the year, tourism declined
sharply in the latter part of 2001, with the Bahamas and
St. Lucia in particular suffering severely. Sales in Central
America and the Caribbean region, at 725,000 million hi,
remained close to the 2000 level and the result similarly
showed little change. Sales of Heineken beer in the region
increased.
Sales of imported Heineken in Mexico were also higher.
Commonwealth Breweries on the Bahamas benefited
strongly from the acquisition of a large local distributor
in 2000, but both turnover and result were negatively
affected by the decline in tourism after 11 September.
The Windward and Leeward Brewery on St. Lucia
also suffered from the downturn in the tourism sector,
but both sales and result remained stable thanks to
growth in exports to neighbouring islands.
Surinaamse Brouwerij was able to hold sales of its
Parbo beer steady despite the difficult economic
situation in Surinam and its financial result was little
affected.
Antilliaanse Brouwerij on Curagao, which had to cope
with the effects of a severe economic recession, report
ed slightly lower sales of Amstel beer, but its financial
result was helped by the successful launch in the
Netherlands of Amstel Bright, which is brewed on
Curagao.
Brasserie Lorraine on Martinique achieved higher
sales and posted a stable result.
Sales of Heineken beer brewed under licence were
higher on Trinidad and Jamaica and in Costa Rica,
but no growth was recorded in the Dominican
Republic. A new marketing strategy has been devel
oped to boost sales.
Regional Review
Western Hemisphere
34
