m 23 stimulating the Heineken image via sponsorships. They may be small- scale activities, but they certainly prove that Van Munching is taking the changing environment seriously and aims to respond effectively to those changes. Factors On the whole, the American beer market has been stagnating for sever al years. Last year the market for local mainstream beers shrank further by 1%. The local brands are facing a decline in sales, one of the reasons being that the breweries' principal target group (the 21 to 34 year olds) is getting smaller. Pressure from within American society for a moderation of alcohol consumption also plays a role. Those changes are caused by spe cial interest pressure. A few years ago the minimum age for alcohol con sumption was raised from 18 to 21 years. A changing lifestyle has also impacted on sales of local brands, as has the recession which has had the U.S. in its grip for years. THE WORLD OF HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1994 | | pagina 59