Middle East
Sales of Amstel and Mützig brewed under licence in
Cameroon continued to grow.
In Morocco, sales of Heineken and Amstel brewed
under licence were also higher.
Heineken acquired a 98.7% interest in AI Ahram Beverages
Company (ABC), the only brewery in Egypt. ABC sold
413,000 hi of beer and 773,000 hi of non-alcoholic malt
drinks in 2002. Its principal brands are Stella and Fayrouz,
a very successful non-alcoholic malt drink available in a
range of fruit flavours. Exports of Fayrouz to neighbouring
countries are growing. The brewery has an excellent
distribution network, which will support the continuing
growth of imported Heineken beer in the future.
Sales of imported Amstel and Heineken beer made good
progress in Lebanon. Heineken increased its sharehold
ing in Almaza S.A.L., Lebanon's only brewery, from 10% to
81%. The Almaza brand has a 62% market share.
Production capacity will be increased from 250,000 hi
to 300,000 hi, and Almaza will also produce Amstel for the
local market and for export within the region.
The unstable situation in Israel had a negative impact
on the beer market and hence on the sales and results of
Tempo Beer Industries in which we have a minority
interest. Sales of imported Heineken beer were also down.
Competition intensified in the beer market in Jordan
with the entry of a second brewing group. Sales reported
by Jordan Brewery, in which we have a 10% stake, fell short
of the 2001 level.
Beer consumption in the Gulf states picked up again
after the post-September 2001 downturn. We are market
leader in the region with our Heineken and Amstel brands.
Africa/Middle East
ience is one of the city's top
attractions, drawing in hund
reds of thousands of visitors
each year. They are taken
through a visual and interactive
programme presenting the
brand, the company's history,
the brewing process and
Heineken's social role. One of
the highlights is the Bottle Ride,
which follows a beer bottle's
high-speed trip through the
bottling process, from washing
and filling through labelling
and capping to packaging in
export cartons.
The Heineken Experience isn't
just what you get when you
drink our beer.
It's what you get when you visit
our former brewery in Amster
dam, where we made the beer
that made us famous around
the world. The Heineken Exper-
