(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