South America
Regional Review
Heineken USA Campaign Beer moments Agency Lowe Lintas Partners New York Awards New York Festivals 2000 -finalists television
Heineken USA Campaign Beer moments Agency Lowe Lintas Partners New York Awards Finalist London International Advertising Awards 2000
Western Hemisphere
Sales of imported Heineken beer on Puerto Rico, the
largest imported beer market in the Caribbean, were
again higher.
The beer market in this region continued to grow,
despite the worrying economic situation in Argentina,
and our sales rose from 389,000 to 408,000 hi.
consumer purchasing power in the wake of the economic
crisis and Heineken sales were down. Kaiser, our licens
ing partner in Brazil, reported increased Heineken
sales.
Exports of Heineken beer to South America increased
sharply, with spectacular growth in Colombia and
Ecuador where the distribution organisation has been
improved and the brand's profile has been raised.
The prospects for the South American beer market are
good, with rising purchasing power translating into high
er beer consumption and growth in the premium beer
segment. The region offers good potential for develop
ment of Heineken and our other international brands,
and we are seeking to expand in this region.
Quilmes, our licensing partner, reported increased
sales of Heineken in Chile and Uruguay.
The beer market in Argentina, where Heineken has a
modest position, was adversely affected by the decline in
Heineken Puerto Rico Campaign Lagrimas Agency Young Rubicam Puerto Rico Awards Cüspide Award Puerto Rico Association of Advertising Agencies - Gold
