Another Brick In The Wall.
Sounds good. Heineken
Regional Review
Europe
Irish Stout were lower. Preparations are in progress for
repositioning of the Heineken brand, which will require a
substantial market investment.
Sales of Heineken beer in Germany continued to
grow in 2001. There was a sharp rise in sales of our
Desperados speciality beer. The results of the joint ven
ture with Bayerische BrauHolding AG will be included in
the consolidation as from 2002.
Since Spendrups Bryggery in Sweden started produc
ing Heineken beer locally under licence in May 2001,
sales of Heineken in that country have trebled.
Heineken's successful distributor in Bosnia also took
over marketing in Croatia in early 2001 and posted
sales growth of 20%.
Exports of Amstel beer from Greece to Albania record
ed strong growth.
The beer market in Yugoslavia benefited from the
improving economy and greater political stability, and
sales of imported Heineken beer increased sharply.
The acquisition of Bravo International, the fourth
largest brewer in Russia, in early 2002 places Heineken
in a good position from which to pursue rapid growth in
this emerging beer market.
The position of imported Heineken beer in Eastern
Europe was strengthened by the signature of
new distribution agreements for Russia, Latvia, Estonia,
Lithuania and Georgia.
Heineken Switzerland Campaign Sounds Good Agency JWT+H+F Ziirich
Awards 3rd finalist International Food and Beverage Creative Excellent Awards 2001
HEINEKEN N.V. ANNUAL REPORT 2001
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