d under licence by for 20 years Market leader Desnoes Geddes is Jamaica's only brewery and has built up undis puted market leadership with its own Red Stripe and Dragon Stout brands and with its licensed brands Heine- ken, Guinness and McEwan's Ale. Because import duties are still very high, imported beers do not play any significant role in Jamaica. Over the years Red Stripe has developed from a local brand into a beer with an international appeal. Red Stripe is currently brewed under licence in the United Kingdom and Australia and is exported to countries such as the United States, Canada, Germany as well as to many neigh bouring islands in the Caribbean. The activities of Desnoes Geddes are not limited to the brewing and mar keting of beer. D&G also bottles Pepsi Cola and has its own range of soft drinks. Two years ago D&G also introduced Malta and Dandy Shandy on the market. In addition, the com pany participates in a local glass- making plant and produces various packaging components itself, includ ing crown corks. (Quality Rob Elert is Regional Technical Manager Heineken for the Caribbean. He says that the quality of Heineken Beer in Jamaica is excellent. "Each year some 115,000 hectolitres of Heineken is brewed in the Hunts Bay Brewery in Kingston. To ensure consistency in quality you need good managerial practice. At Desnoes Geddes they have enough people for whom the brewing world holds no secrets." At the start of the licensing operation in 1975, Heineken brew- master Tibor Hachemacher was stationed in Kingston to supervise the quality of the Heineken brews. In the meantime, thanks to the brew-techni cal know-how that D&G have built up, that supervision is no longer nee ded. Shift The Jamaican beer market has a volume of more than 700,000 hectoli tres at present. The lion's share of the market is accounted for by lagers (some 600,000 hectolitres), the re maining 100,000 is stout. In recent years there have been signs of a shift within the market: sales growth of lagers has flattened out somewhat, notes Heineken International Marketing Manager Charles Janssen, who is responsible for the marketing of Heineken Beer in the Caribbean region. Sales of stout, however, are increasing strongly, particularly amongst younger con sumers. According to Mr Janssen, Jamaica is one of the few markets in the Caribbean in which a segmentation of the beer market has taken place. And yet that did not take place primarily on the basis of image, but above all on the basis of product qualities and how they are perceived. Some consumers show great brand loyalty and there are many confirmed Heineken drink ers who are willing to pay as much as 40% more for their bottle of beer than the Red Stripe drinker. "For many people status is the motive for drink ing Heineken, but the preference for Heineken as a product is at least equally important", says Mr Janssen. Supported The Honourable Paul Geddes, son of one of the brewery's founders, has helped Heineken to build up a re spectable position in Jamaica over the past twenty years. "Mr Paul Geddes has always supported Heineken and has definitely helped to create Heineken-mindedness on Jamaica", explains Mr Janssen. Jaap van Oordt, financial control ler at Heineken Corporate, was involved in the contract negotiations in 1973. He has great respect for the brewery in Jamaica. "Desnoes Geddes has a great image in the Caribbean; it is a famous brewery which has built up a good reputation in the region. They are good busi nessmen, first-rate people." Desnoes Geddes devotes much attention to consumer promotions for Heineken.

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World of Heineken | 1993 | | pagina 13