The only preservative we allow.
Middle East
Heineken
J r
Regional Review
Africa/Middle East
gramme to improve its position in a weakened and highly
competitive market.
Brasserie du Logone in Chad was able to increase both
sales volume and market share.
The brewery in Sierra Leone in which we hold a minority
stake reopened in 2001 after being severely damaged dur
ing the rebellion in 2000. Political stability has now been
restored, following military intervention by the United
Nations and the installation of a new, democratically elect
ed government.
The political situation in Angola continues to give
cause for concern. Our two breweries there are making
every effort to continue production.
Sales of Heineken beerinSouth Africa, which South
African Breweries started producing under licence, were
up by over 60%, helped by intensified sales efforts target
ed on specific market segments and distribution channels
and increased marketing activity. Sales of Amstel brewed
under licence in South Africa were also higher.
In Cameroon, sales of Amstel and Mützig produced
under licence increased sharply.
Although the abrupt fall in the number of tourists and
business travellers to the Gulf states after the terrorist
attacks on the United States had a negative effect on total
beer sales, exports of Heineken to the rest of the Middle
East held up well, with strong growth especially in Israel
and in Lebanon, where the Amstel brand was success
fully relaunched.
Heineken International Campaign Labels Agency Bates Singapore
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