WESTERN EUROPE
Sales in Europe increased from 42.4
million hectolitres to 44-7 million
hectolitres, with Spain and Italy con
tributing most of the growth. Higher
sales of the Heineken brand and spe
ciality beers improved the sales mix.
The effects of the weak economy,
including rising demand for low-priced
beers (a segment in which Heineken is
hardly represented) and declining
on-trade volume, were largely offset
by the exceptional summer weather.
Starting with this 2003 report, the review
of Heineken's European operations has
been divided into a section on Western
Europe and a section on Central and
Eastern Europe. This change has been
prompted by the acquisition of BBAG,
