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

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2003 | | pagina 40