Poland
Beer may not be part of Spain's
national heritage, but a taste
for beer can be acquired
anywhere and having the right
environment helps. Perhaps
that explains the success of
Heineken Espaha's themed
bars, of which there are already
some 375, only eight years
after the concept's launch.
On-trade operators have a
choice of four themes.
The Irish Pub and Gambrinus
evoke the beer culture of
around igoo, Cruz Blanco,
which makes lavish use of
traditional ceramics, looks
back to the Spanish Mediter
ranean past, and Beer Station,
a recent addition to the range,
recreates the cosmopolitan
atmosphere of a railway station
from the first half of the twen
tieth century.
Europe
Sharply higher sales and result
Having remained static in 2001 due to large rises in excise
duty, the Polish beer market grew by around 8% last year.
Neighbourhood shops continued to play a leading role
in beer retailing. Grupa Zywiec reported sharply higher
sales, which rose from 7.6 million hi to 8.4 million hi, and
growth in market share. Its result improved significantly.
The restructuring project which was started several
years ago, combined with the revised marketing strategy,
brought clear benefits in 2002. Sales were up by over
750,000 hi, raising Grupa Zywiec's market share to 32%.
The greatly improved result was achieved against the back
ground of a weak economy and growing competition from
low-priced beers. Grupa Zywiec is concentrating its mar
keting effort on a selected portfolio of strong brands which
offer good potential. Increased efficiency in both the sales
and distribution functions and the breweries was a contrib
utory factor in Grupa Zywiec's improved performance.
Sales of both the Heineken brand and Zywiec, our Polish
premium brand, were higher. Heineken is now the leading
international premium beer in Poland. Warka Full Light
and Tatra, the national mainstream brands, also grew
vigorously. Sales of Warka Strong passed the million-hecto
litre mark, helped by wider availability and increased
marketing effort. Sales of the regional Specjal brand were
also up.
In tailoring our marketing and advertising activities to
the severe restrictions which came into force at the end of
2001, full advantage was taken of the experience gained
elsewhere within Heineken in similar circumstances.
Grupa Zywiec acquired further beverage wholesalers, in
order to extend the national coverage of its distribution
network. By expanding, integrating and upgrading the dis
tribution function, Grupa Zywiec is able to offer a support
ing range of soft drinks and other beverages in addition to
beer, which helps to grow our beer sales faster and more
cost-effectively.
New fermentation tanks for Heineken beer were instal
led at the Zywiec brewery, the installation of a filling line
in Elblag was completed and the brew-house at the Lezajsk
brewery was upgraded. The rapid growth in sales has
made expansion and modernisation of the breweries a
priority, and a start was made at the end 2002 on extend
ing the capacity of our Warka, Elblag, Zywiec and Lezajsk
breweries. The decision was taken in late 2002 to close
down the Braniewo brewery in 2003.
HEINEKEN N.V. ANNUAL REPORT2002
24
