Regional Review
Central and Eastern Europe
however, which meant further growth
in market share. Sales of the Amstel and
Talleros brands were lower.
The integration of Eleineken's and
BBAG's activities boosted the market share
sufficiently to secure market leadership.
Although competition on the Elungarian
market is still intense, due to the presence
of three major international brewers, the
significant strengthening of Brau Union
Elungaria's market position and the
economies of scale which have been
achieved are creating new opportunities
for growth and improved profitability.
The premium segment in particular offers
good growth potential.
The principal brands in BBAG's Elunga
rian portfolio are Gösser and Kaiser in
the premium segment, Soprani Aszok in
the mainstream segment and Schlossgold
alcohol-free beer.
At the end of 2003 it was decided on
efficiency grounds to close the Komarom
brewery.
Romania
Eligher sales in a fast-growing market
The Romanian beer market grew 12% and
sales by Brau Union Romania, which was
included in the consolidation as from
7 October 2003, rose to 0.7 million hecto
litres. The market share decreased slightly
in 2003, reflecting the growing international
competition.
The very hot summer and the introduction
of new beer brands translated into rapid
growth in the Romanian beer market.
Romania has been among the region's
fastest-growing beer markets for some
years. Regional beer brands account for
one-third of the market.
Brau Union Romania's portfolio com
prises local brands Silva, Ciuc and Golden-
brau, supplemented with international
brands Gösser and Zipfer and speciality
beer Edelweiss. International premium
beers are rapidly gaining in popularity,
and the addition of Eieineken beer and
other Eieineken brands at this stage in the
market's development will provide rapid
reinforcement for Brau Union Romania's
market position.
Brau Union Romania has seven breweries
which, because of their strategic location,
suffer little inconvenience from the short
comings of the transport infrastructure.
It was decided in 2003 to close the brew
ery in Rehgin on efficiency grounds.
Austria
Eligh and stable volume
in a stable market
In a slowly growing beer market, Brau Union
Osterreich, which has been included in
the consolidation with effect from 1 October
2003, reported a stable sales volume at
1.1 million hectolitres.
With an average per capita consumption
of 112 litres per year, the Austrians are beer
enthusiasts. Brau Union Osterreich, which
has a stable market share, is by far the
largest brewer in Austria.
Its principal brands are premium beers
Zipfer and Gösser, mainstream beers
Kaiser and Puntigamer, speciality beers
such as Edelweiss and alcohol-free beer
Schlossgold. Zipfer and Gösser each have
a market share of around 10%. Brau Union
Osterreich is well represented in all seg
ments of the Austrian beer market, with
a portfolio which also includes ready-to-
drink mixes and international beers brew
ed under licence. The broad coverage of
the Brau Union Osterreich distribution
network provides good opportunities for
growing the Eieineken brand in Austria.
Bulgaria
Expanding market share
in fast-growing market
In a fast-growing Bulgarian beer market,
the Zagorka brewery boosted sales from
1.0 million hectolitres to 1.3 million hecto
litres, further consolidating its market
leadership. The result improved and the
market share increased.
After the setback suffered in 2002 in the
form of higher excise duties, the Bulgarian
beer market reverted to its growth trend.
With good prospects of economic growth,
the market still has great potential.
Mainstream brand Zagorka performed
well. The brand benefits from various kinds
of marketing support, including extensive
local sponsorship activities focusing main
ly on soccer. Sales of Amstel, which is posi
tioned at the upper end of the mainstream
segment, were higher. Brand support will
be provided in 2004 by a new communica
tion concept, better utilisation of the
sponsorship of the international UEFA
Champions League and wider distribution,
for which preparations were made in
2003. The Ariana brand, the market leader
by a wide margin in the low-priced seg
ment, performed very well. The introduc
tion of PET bottles was a major con
tributory factor in Ariana's growth. Beer
in PET bottles now accounts for almost
a quarter of the total Bulgarian market.
The Eieineken brand was successfully
launched in early 2003.
Slovakia
Market depressed by weak economy
and higher excise duties
The Slovakian beer market shrank 3.5%,
reflecting the effects of diminishing pur
chasing power and sharply higher excise
HEINEKEN N.V. ANNUAL REPORT 2003
34