Heineken France is staking its reputation on a plan to stem the market decline in beer. It plans to spend an extra Eu15m (£10.33m) a year in business support to tied cafes which have suffered a 40% decline in beer sales over the past 20 years. It also aims to change the nature and image of beer, launching new products containing fancier flavours and less alcohol. Its Fischer brewery, in Alsace, is launching a Tequila lime concoction called Desperados Mas. It will also launch Oko, flavoured with green tea, and Isla Verde, a lime-flavoured lager. The Business 29/05/05 page 10

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