29 Heineken N.V. Annual Report 2004 Report of the Executive Board Operational Review Total Heineken sales in millions of hectolitres 2000 21.6 2001 22.4 2002 22.9 2003 22.1 2004 22.8 Heineken THE WORLD'S MOST VALUABLE INTERNATIONAL PREMIUM BEER BRAND Heineken is Europe's leading beer brand and is the world's most valuable international premium beer brand. In 2004, the Heineken brand once again reinforced its position in virtually all markets. Sales of Heineken beer worldwide increased 3.1% to 22.8 million hectolitres. The strongest growth markets in Europe for Heineken in 2004 were Russia, Poland and Spain. In the more established European markets - France, Italy, the Netherlands, Ireland and Greece - Heineken was able to maintain or strengthen its position. In the United Kingdom, where the brand was withdrawn and fully re-launched early 2003, it continues to achieve growth in volume and distribution. With new business structures and dramatically improved distribution in Central and Eastern Europe, the brand was able to make good progress across the region, including a move to production in Romania in December, a highly successful relaunch in Austria and strong growth throughout the year in Poland. Strong growth was also achieved in several markets in the Asia Pacific region, particularly Vietnam, New Zealand and Taiwan. In China, thanks to our new local production strategy and increased focus, we saw a substantial improvement compared with 2003, which was a difficult year. In August, Heineken's position in Australia was strengthened through a sales and marketing joint-venture with Lion Nathan, Australia's second-largest brewer. In South America, Heineken achieved strong volume growth in Chile and Argentina and also grew in Puerto Rico. In North America, USA and Canada, we accomplished another year of growth. In Heineken's main markets in Africa, the Heineken brand continued to perform well. Brandhouse, the new joint-venture with Diageo and Namibia Breweries, is supporting growth in South Africa, and will be an important platform for future growth. South Africa saw strong brand growth during the year. In Nigeria, we began local production of the Heineken brand following a long ban on imported beers.

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