22. Regional review continued
Netherlands
Total beer volume
Market share
Market position
5.8 million hectolitres
50 percent
1st
The Dutch market was affected by soft consumer
demand and pressure in the on-trade. Still, Heineken
Nederland improved pricing, almost offsetting
the impact of the volume decrease in revenue.
However, as a result of additional marketing
investments, EBIT fell compared to the year before.
Market share of Heineken Nederland remained
stable at 50 percent.
Both Amstei and Brand® performed well while the
Heineken brand was more affected by pressure in
the on-trade and the price increase in the off-trade.
During 2005, we successfully completed the €35-million
cost reduction programme, launched in 2003.
Further initiatives to improve efficiency in the
Netherlands are underway.
We are pleased with the performance of both the
BeerTender, whose development was boosted by
the addition of two brands, Amstei and Brand, and
the Heineken DraughtKeg, introduced in the market
in December with the improved five litre version.
Vrumona, our soft drink business in the Netherlands,
grew its volume versus last year.
Heineken Nederland, among some other brewers
operating in the Netherlands, received a statement
of objections from the European Commission,
claiming that these brewers entered into concerted
practices restricting competition in the Dutch market
in the period 1995-1999. Heineken is challenging
the allegations of the European Commission and
submitted its defence on 24 November 2005.
Spain
Total beer volume
Market share
Market position
10.9 million hectolitres
30 percent
1st
Heineken Espaha substantially increased revenues
and EBIT thanks to a combination of significant price
and sales mix improvement and volume growth.
Strict cost control also contributed to the important
increase in profitability. All brands posted strong
growth, especially Heineken, which grew
6.6 percent and Buckler®, our alcohol-free beer,
which grew 9.4 percent. The market share of
Heineken Espaha slightly decreased, due to our
Greenspace
Heineken invites consumers into the
Heineken Greenspace - a venue where
they experience a unique creative fusion
of music, film and design and the creative
energy that makes up the World of
Heineken. The first event of this kind
was held in Valencia.
UEFA Champions League
As part of the additional €100 million
marketing investment announced at
the start of 2005, Heineken extended the
sponsorship of the UEFA Champions League
for a further 3 years. With over 4 billion
viewers per season in 227 nations around
the world, this premier sporting event has
become truly global and fits perfectly with
the Heineken brand, which is the world's
most international premium beer.
