29.
Greece
Total beer volume 3.2 million hectolitres
Market share 82 percent
Market position 1st
Revenues grew mainly thanks to a better price and
sales mix, despite lower volumes. Athenian Brewery
posted significant gains in EBIT thanks to more
effective spending and cost reductions. Market share
in Greece is under pressure. Both the volumes
of Heineken and the Amstel brand were affected
by the 2005 price increase. With 2.2 million
hectolitres sold in 2005 (including export), Greece
is the second-largest market for Amstel.
We are driving revenue growth with the introduction
of new packaging as well as the roll-out of our
Sub-Zero Coolers, ensuring that beer is served at
he extra-cold temperature in the on- and off-trade.
We improved the Amstel brand profile with the
sponsorship of the Greek premier football league
snd the Eurovision song contest.
Other countries
In Hungary cost savings together with the re-launch
of our major mainstream brand Soprani and a new
management structure contributed significantly
to a better operating performance, despite the
persisting pressure coming from low-priced German
imports and local price competition.
In Romania, a better pricing and an improved
sales mix drove performance gains, despite the
challenging market environment.
O
In Bulgaria, beer consumption was hit by an increase
in excise duties.
Heineken N.V. - Annual Report 2005
In December 2005, Heineken in Russia
introduced premium quality Amstel.
This quality Amstel delivers full-strength
alcohol, but with an accessible,
crisp taste, with the added bonus
of significantly lower carbohydrates
and calories when compared to other
full-strength beers.
The launch of this version of Amstel
reaches out to health-conscious
Russians. This is a unique beer for
modern beer drinkers and is the first
beer to enter the growing vitality
market in Russia.
The brand was initially introduced
in on- and off-trade outlets in Moscow
and St. Petersburg and will be rolled
out across the country in the course
of 2006.
