Pain Barrier Keg Cans Regional Review In Thailand, sales of Heineken beer brewed by Thai Asia Pacific Brewery again recorded strong growth and production capacity was expanded significantly. Two years after the brand's launch on theThai market, Amstel beer sales still fell short of expectations. In Cambodia sales of low-priced beers continued to advance at the expense of mainstream and premium beers. Cambodia Brewery maintained its market leader ship. The beer market in Malaysia was stable, but growing competition exerted pressure on margins. Guinness Anchor Berhard was able to increase its market share slightly, mainly thanks to higher sales of Tiger beer. TheNew Zealand beer market continued to contract. Although our beer sales were down, a better sales mix and lower costs helped DB Group to achieve a better result in spite of a substantial devaluation of the New Zealand dollar. DB Group's wine activities were sold. Beer sales in Papua New Guinea increased, but the result was lower due to the fall in value of the local curren cy. SP Holdings' soft-drink activities were sold. Asia/Pacific Pain Barrier Heineken International Campaign Beer moments Agency Lowe Lintas Partners New York Winner London International Advertising Awards 2000 Sushi Heineken Thailand Campaign Sushi Agency Leo Burnet Thailand Silver Award 25th Top Advertising Contest of Thailand Keg Cans Heineken USA Campaign Keg Cans Agency Lowe Lintas Partners New York Awards 2000 Addy - Mixed Media 42 Regional Review Asia/Pacific In Indonesia, despite the adverse effect on the total beer market of the political and economic uncertainty and the substantial rise in excise duty, Multi Bintang Indonesia increased its market share and returned a financial result close to the previous year's level, although sales of Bintang beer were down slightly. On New Caledonia, the pressure on selling prices eased and Grande Brasserie de Nouvelle Caledonie report ed higher sales and a better result. Beer sales on Tahiti were depressed by the sharp decline in tourism and sales of Heineken beer brewed under licence by Brasserie de Tahiti were a little lower. In Australia, the Heineken brand performed particu larly well, supported by increased investment in marketing and improvements in the sales organisation. Amstel was successfully introduced. Despite the significant slowing of economic growth in Taiwan, sales of Heineken beer were posted strong growth and our market share increased. Our own market ing and sales organisation, which will become operational in 2002, will help to boost sales still further. The weak economic situation in Hong Kong translated into intense competition, chiefly on selling price, which adversely affected Heineken sales. The beer market in J a pa n continued to contract. Heineken sales were down, but the brand was able to advance its substantial position in the on-trade segment. The Kazakhstan beer market achieved substantial growth and Dinal Brewery in Almaty, in which we have a minority interest, posted a commensurate increase in sales. Production capacity was raised to 300,000 hi. The Amstel brand was successfully launched by Dinal on the Kazakhstan market, to supplement the local Tyan Shan brand. In Uzbekistan and Azerbaijan the position of imported Heineken was strengthened by new distribution agreements. 43

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2001 | | pagina 49