shipping. "We are very much focused on sales of Heineken in aircraft. The airlines are an attractive, growing market for us. At the same time, though, we see it as a difficult market, as the negotiations are very much geared to the price of the product. And we don't want to mess about with the price, as a premium product should command a premium price. Nevertheless, we are seeing that more and more airlines are including Heineken Beer in their range, along side the local brands." Ben Winters therefore definitely does not share the pessimism which prevails in the duty free market. "No, because the growth of Heineken in the airlines and cruise ships amply compensates for the sales decline in the other segments." Ferries The ferry ships are a story all of their own. Several years ago Ton Muyres, Ben Winters' predecessor, predicted in The World of Heineken that sales of Heineken Beer on the ferries would really take off. His pre diction proved true but, if this tenden cy is viewed with hindsight, then it can be seen that developments in the duty free market are following each other in rapid succession. Today's success may start to fade away again tomorrow. We had quickly built up a strong position on the ferries in Scandinavia. Especially on ferries sailing from Sweden and Finland Heineken had a strong presence. The economic reces sion in both countries and the fact that the local currency has been de- THE WORLD OF HEINEKEN

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World of Heineken | 1994 | | pagina 47