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Executive
Review
o
Board
Chairman's statement InIggg Heineken
continued the excellent growth in profit of recent
years. Net profit in 1999 increased by EUR 71
million to EUR 516 million. This represents a
growth of 16% and a new milestone in the Group's
earnings performance.
Group volume of the Heineken group rose from
58.2 million hectolitres of beer to 67.7 million
hectolitres. The group volume comprises
the hectolitres of beer sold by the consolidated
companies, and the Heineken beers brewed
and sold under licence by third parties.
Total beer volume of the Heineken Group and
affiliated companies amounted to 90.9 million
hectolitres compared with 83.1 million hectolitres
in 1998.
Heineken made good progress with the
implementation of its corporate strategy. Shifts in
the sales mix which had a clear positive impact on
our earnings are evidence of this. The Heineken
brand achieved a growth in sales from 19.4 million
hectolitres to 20.4 million hectolitres (+5.0%).
Consumer preference for premium beers conti
nues to increase. This trend is occurring world
wide. Premium beers distinguish themselves by
high quality, a strong image and a good margin.
The Heineken brand holds a leading position in
the world in this segment of the market and makes
optimum use of increasing consumer preference
for premium beers.
Sales of Amstel increased from 7.6 million
hectolitres to 7.9 million hectolitres. The brand
grew thanks to a combination of sponsorships,
investments in marketing and new introductions,
among which Amstel Bright.
Net profit in 1999 increased to EUR 5
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