ty of Reeb improved. Specifically since
March 1990, following the change
over to the use of Australian barley in
Mila's own malting plant, there was
an improvement in the taste of Reeb.
An extra bottle washer was also in
stalled to ensure double cleaning of
the often badly soiled bottles.
Meanwhile sales of Reeb are
showing a clear upward trend.
Following the measures taken by the
authorities in 1990 to stimulate the
economy, Reeb started to flourish
again. The planned sales volume of
400,000 hectolitres for 1990 was
adjusted upwards and it looks as if the
target for 1991 (600,000 hectolitres) is
attainable.
Beer market
Total beer consumption in Shang
hai for 1991 is estimated at more than
2.2 million hectolitres. The six brew
eries in Shanghai supply 1.8 million
hectolitres of this volume. The
remainder comes from breweries in
the surrounding provinces.
Per capita consumption in
Shanghai is about 15 litres a year.
That's twice as high as in the rest of
China. The reason is simple: Shanghai
is one of China's most developed
cities, has a fairly high level of indus
trialisation and the local population
clearly have more to spend than their
compatriots in other parts of China.
The local consumer shows a
marked preference for the 64 cl bottle.
Although Mila markets a 35.5 cl bottle
as well, this pack form represents a
mere one per cent of total turnover.
Summer drink
Beer is clearly seen as a summer
drink in Shanghai. In the winter
months the Mila brewery is almost at
a standstill, but activities peak in the
summer months. Consumption is then
five times higher than in the winter.
Ten per cent of all beer in
Shanghai is sold via the on-premise
outlets. The remainder is distributed
T H K W O II I. I) O K
II I I N I K I.
