all-scale introduction of
Heineken in Germany
In five biggest cities since January 1993
Albert Salfisschberger of the Heineken brewery in Den Bosch proudly displays the bottle for Germany.
Heineken Beer is available in all corners of the
world but it took until the beginning of this year
before Germany could be added to the lengthy list
of export markets.
Germany: with a per capita
consumption of more than 140
litres and almost eighty million
inhabitants, the biggest beer market
in the world. No wonder, then, that
Heineken was often asked whether
and when that white spot on the
Heineken world map would be col
oured in.
Complex
The fact that Heineken was interested
in the German market had long been
known. However, the German beer
market is very complex and frag
mented. More than thirteen hundred
breweries are fully active in
Germany; each brewery with its own
highly regional market and with
consumers who are loyal to their local
brands. Heineken had set its sights on
national distribution and had long
been seeking a firm which could
guarantee this, but the fragmented
nature of the beer market ruled out
large-scale distribution.
At the beginning of this decade,
following extensive market research,
THE WORLD OF HEINEKEN
