(from left to right) Thony Ruys Marc Bolland Jean Frangois van Boxmeer René Hooft Graafland Total beer volume in millions of hectolitres 120 108 96 36 24 12 84 d_ 72 60 48 O tH O O O O CN CNJ Sales of Amstel Light improved a little. In addition to the external factors referred to above, Amstel Light also faced increas ing competition from low-carbohydrate beers in the United States. Extended lead in Europe No brewer has secured strong market positions in as many countries as Heineken and no beer brand is as successful as Heineken in so many countries. The acqui sition of Brau-Beteiligungs A.G. (BBAG) in Austria has significantly extended our lead in Europe, where we were already the biggest brewer. Heineken is now also market leader in Austria, Romania and Hungary. We have consolidated our leading position in Poland and acquired a regional position in the Czech Republic. In Central Europe, Heineken was already the market leader in Slovakia, Bulgaria and Macedonia. The integration of our activities is proceeding according to plan. With several countries poised to join the European Union, the outlook for faster economic growth and rising purchasing power in Central Europe is good. This will benefit the beer market, not only by boosting sales of branded beers as a whole, but also by allowing the national and international premium segment to develop more rapidly. New growth market for draught beer Profit growth in our mature markets depends primarily on our ability to improve our sales mix and reduce our costs. It is essential that we create extra value for the consumer, which is why we introduce innovations and improve ments every year in our packaging, marketing and communication. This ensures that our brands stay in the lead, with the Heineken brand in the vanguard. The BeerTender®, which we tested extensively on the Swiss market in 2003 and introduced to the Dutch market in February 2004, is without doubt a major packaging innovation. In countries with a draught beer culture, this advanced dispensing system for everyday use will create new opportuni ties for growth on the take-home market. The added value for the consumer, in terms of flavour and in the drawing and serving ritual, is expected to generate higher net sales margins than beer in a REPORT OF THE EXECUTIVE BOARD 13

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2003 | | pagina 19