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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
