Other countries
62 Heineken N.V. Annual Report 2004 Report of the Executive Board Regional Review Asia Pacific
In Indonesia, Multi Bintang grew sales volume by 18% in 2004. We introduced Bintang Zero,
a non-alcohol beverage, while locally brewed Heineken has been launced in the market. Financial
performance was positively affected by the higher sales volumes and strict cost control.
In Thailand, Heineken outperformed the Thai beer market growth of 12.5%. The Thai brewery
doubled its brewing capacity to 2 million hectolitres to meet the demand. Thai APB also launched its
second brand, Tiger beer, in July 2004. This is expected to further strengthen the company's market
position and distribution network.
In Taiwan, sales of the Heineken brand have registered their fourth year of double-digit growth.
Although Taiwan's beer market is mature, our growth is strong because we have built an excellent
brand reputation locally and because the premium beer market is expanding.
In Cambodia, both sales volume and result were significantly higher. The brewing capacity
increased by 20% to 350,000 hectolitres and sales volume grew by 32% driven by the standard and
economy segment.
In South Korea, Heineken has become one of the leading imported beers in the country. We were
able to do this after we set up our own sales and marketing office there in late September 2003.
In Japan, the total market for beer was flat. Heineken sales volumes remained stable.
In Malaysia, sales of the Heineken and Tiger brand achieved strong double-digit growth for the
third successive year.
In Singapore, the domestic market contracted during the year leading to a dip in domestic
sales. However, this was mitigated by a double-digit increase in export sales, resulting in improved
performance.
In New Caledonia, the total beer volume declined as a result of the ban imposed on sales
of chilled beer during 2003. However, the Heineken brand continued to show strong growth.
In New Zealand, DB Breweries improved its position in the growing premium beer segment.
In September, DB Breweries was successfully privatised and APB gained 100% ownership.
The company entered two major competitions this year - the 2004 Australian International Beer
Awards and the 2004 New Zealand Beer Awards - and was significantly rewarded for its quality
brews where it clinched 7 and 10 awards in the respective competitions.
In Papua New Guinea, the mature beer market showed marginal growth mainly attributed
to an improved business environment. South Pacific Brewery achieved higher sales volume,
which improved 2% and cost control measures yielded an improved result.
