Brewery succeeded in keeping its head above water, one of the reasons being the good quality of its products. Raw materials became scarcer, the quality of the beer deteriorated. In the 'hunger winter' of 1944-1945 the installations of the Amstel Brewery served as a central soup kitchen, somehow managing to prepare what little food there was for the local population. In the second half of the 1940s Amstel quickly put the dismal war time experiences behind it and start ed on a huge expansion of both its foreign and domestic interests. Beer consumption in Holland had declined alarmingly during the war years. It took many years before the Dutch breweries succeeded in convincing consumers that the quality of the beer was excellent again. Both Amstel and Heineken, Holland's two biggest breweries at that time, devoted a great deal of attention and energy to restoring consumer confidence. Interests As regards its foreign interests Amstel did not concentrate solely on exports. In September 1954 a start was made on the construction of an Amstel brewery in Surinam, sales offi ces were opened in the United States and Belgium and a brewery associa ted with Amstel was opened in Jordan. These were followed in 1960 by the Amstel Brouwerij on Curagao and in 1962 by the Almaza brewery in Lebanon. In that same year Amstel concluded a technical cooperation agreement with the American FalstafT brewery. This cooperation was later expanded to include a consortium of five breweries, in which not only the operations in Curasao and Lebanon were represented but also breweries from England, Canada and Mexico. Despite the steady increase in interests in breweries throughout the world, exports from Holland showed a continuing upward line. In the early 1960s more than twenty per cent of the Dutch brewery's output was ship ped to 120 countries throughout the world. With the construction of breweries in Puerto Rico and Greece and a licensing contract for Amstel in Iraq, the year 1963 was one of great geographical expansion for the Amstel Brewery. But the domestic market was not forgotten. One year later construction started on a second Amstel brewery in Holland. Amstel opted for a location in the south of the country. In 1968 the next milestone was reached; Amstel merged with Heineken. Holland's number one and number two breweries joined forces and strengthened their position both in Holland and elsewhere in the world. Impressive In the year 1994 it is clear to see that Amstel, also after the merger with Heineken, has achieved impres sive growth. Both nationally and internationally, Amstel has in recent years captured a strong position in the beer market with an unbeatable portfolio: Amstel, Amstel Light, Amstel Bock beer, Amstel 1870, Amstel Malt and Amstel Gold. In recent years Amstel has further strengthened its position in Europe with its introduction in Hungary in 1991 and in France in 1993, followed in 1994 by its launch in Portugal, Italy, Switzerland and the United Kingdom. Obviously, Amstel's home country will not allow the Amstel anniversary to go by unnoticed. Heineken Nederland has initiated large-scale plans for consumer campaigns for Amstel. At the time this issue went to press, it was still not possible to re veal any details. But one thing is clear: Dutch consumers will be able to join in the celebrations during the Amstel Anniversary Party. UiM57E! MET THE WORLD OF HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1994 | | pagina 42