Hungary: Soproni becomes Heineken Hungaria

One of Hungary's most popular beer brewers, the more than 100-year-old Soproni, has changed its name, Budapest Sun published May 9. But that's the only thing that has changed, the company insists: "quality and the product remain the same."

"Heineken Hungaria is a completely logical name for the company, as this way we would like to emphasize that the brewery of Sopron has become a part of one of the world's leading brewery companies," Michel Egelert, the Dutch head of the company said.

"However, this doesn't mean that Heineken will be the brand of Sopron: Soproni remains the most important product, which is a real national pride. The market share of both Soproni and Heineken has increased over the past years, which only gives us a reason to look positively into the future."

How will the labor-force situation develop in the brewery? "We follow our brands' popularity and reputation. In this notion, we could also expand our palette by another product. On the other hand, it is also true that a cost-effective functioning of a company is mandatory."

"The market will decide eventually: if the demand for beer from Sopron increases, it is not excluded that new machinery will be introduced. This could also be followed by new employees and the labor-force of 300 could also grow."

"The general assembly has decided on dividend payments, which are quite high”.

"Regarding the planned dividend payments of Ft6.6m ($36,500), I can only say that the company did not pay them in 2004 or 2005. However, the current number indicates, that 2006 has been a successful year for the Sopron brewery.

"Costs have been lowered and, with the growing number of sales, the financial achievements have improved as well.

"In addition, an investment towards capacity expansion has been made and the software of the procession control panel has been renewed as well. Planned improvements for this year could be as high as Ft3bn ($16.6m)."

The company's supervisory board has also been renewed, with four new members (lawyer Dr Attila Czeglédy, professor Dr Attila Fábián, economic advisor Róbert Velenczei and the representative of employees Emilia Varga Patakiné) elected.

The board's head will be Dr Ágnes Szent-Ivány, who has been a member of the board for the past 10 years.

And the company plans to maintain its profile within the city itself.

"As one of the main taxpaying companies of Sopron, we plan to further support cultural, health and educational related institutions," Egelert said.

"Brau Union of Soporon will be known as Heineken Hungaria Breweries Nyrt from June 1. Sopron and the region are important to us and we hope we are important to the town as well."

Egelert, director of the brewery of Sopron, has been working for Heineken for the past 30 years. He has worked for the company in Papua New Guinea, Africa, the Middle-East, the Carribbean and South America. Before coming to Hungary, he was the director of an Indonesian subsidiary.

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