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
