2002 2001 Change 2002 in Retrospect reduced tourist numbers in Southern Europe had an adverse effect on consumption, but sales in Africa and the United States were substantially higher. Sales also developed well in a number of new markets in the Balkans and in Lebanon and Ireland. As well as lager, Amstel also markets a selection of other beers which have become popular with a broad target group and are successful in many markets. Amstel Light, a low-calorie beer, benefited from the rising demand for lighter beers in a number of mature markets, chiefly outside Europe. Sales of Amstel light also rose rapidly in the United States, in response to our greatly increased marketing effort. Although still modest, sales of Amstel Bright, a speciality Caribbean beer brewed on Curasao, developed promisingly. Marketing communication The growing exchange of expertise and intelligence be tween our operating companies is benefiting the quality, consistency, efficiency and local optimisation of Amstel's brand management. The 'Three Friends' campaign con cept, which was developed in the Netherlands, has been adopted in several other countries. With its particular brand values, Amstel lends itself to tie-ins with popular sporting events. In Europe, Amstel was again the principal sponsor of the UEFA Champions League for top European football clubs and continued to sponsor the African Cup of Nations for national football teams, the most important sporting event on the African continent. In the United States, where Amstel Light sponsors leading golf tour naments, association with this prestige sport fits well with the brand's image. As in 2001, Amstel also sponsored numerous local events with strong local appeal. International Speciality Beers Demand for speciality beers is rising fast and sales grew strongly in many markets, reflecting the consumer's need for variety. Sales of our international speciality beers, which generate above-average margins once a given volume is reached, increased from 1,314,000 hi to 1,364,000 hi. Although international speciality beers still represent only a small proportion of Fleineken's total sales, they have growth potential and help to improve the sales mix. In more and more markets, they are a permanent part of our portfolio alongside local speciality beers. Desperados, a tequila-flavoured speciality beer, main tained the rapid growth achieved in 2001 and performed extremely well in France, Germany and Spain in particular. Desperados has a strong appeal to young adults and good international development potential. Sales of Paulaner Hefe Weisse, a traditional white beer produced by BrauHolding International, our joint venture Geographical distribution of Group volume in 1,000 hi of beer Europe 57,913 55,388 4.6 Western Hemisphere 8,380 7,810 7.3 Africa/Middle East 10,558 9,899 6.7 Asia/Pacific 7,997 7,837 2.0 Group volume' 84,848 80,934 4.8 Affiliated companies 24,101 24,131 -0.1 Total beer volume2 108,949 105,065 3.7 1 Group volume beer volume sold by consolidated companies and Heineken beers brewed under licence by third parties. 2 Total beer volume Group volume plus beer volume produced by affiliated breweries Kaiser and Quilmes. HEINEKEN N.V. ANNUAL REPORT 2002 14

Jaarverslagen en Personeelsbladen Heineken

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