36. Regional review In 2005 we consolidated our 50.05 percent stake in Consolidated Breweries. Consolidated Breweries sold 0.8 million hectolitres and operates mainly in the low-cost and standard beer segment. Egypt Total beer volume 1.0 million hectolitres Market share 99 percent Market position 1st Revenues were up more than 26 percent, thanks to strong total beer volume growth of 11 percent. An unfavourable product mix and the write-off of fixed assets hit EBIT however. Heineken volume grew by 38 percent to 44,700 hectolitres. The Fayrouz brand, the alcohol-free malt beverage produced and sold throughout the Middle East, posted a good performance, up 26.3 percent to 660,800 hectolitres, and will be introduced in new markets. The Fayrouz brand has done well after the introduction of new packaging, including family size bottles, cans and PET bottles. The performance of the soft drink unit of Al Ahram was also strong, with volumes up 30 percent year on year, for a total of roughly 835,000 hectolitres sold. The wine division posted a small rise in sales. A new marketing campaign was launched to improve brand awareness and to support its full product range. Tithirst Heineken Music A platform of events that connect young adults globally to music in ways that are unique and aspirational. Thirst brings this to life. It is a global groundbreaking dance music tour that mixes the biggest names in dance music with best local talent in a DJ/talent competition. In 2005, the event visited cities in more than 25 countries, spanning five continents. Here, the famous international DJ Roger Sanchez at work during a Thirst event in Egypt. Fayrouz is a premium and contemporary soft drink, which meets the lifestyle needs of the non-alcoholic market. Furthermore, Fayrouz is certified halal. The production process avoids fermentation, so no alcohol is ever produced. With most other non-alcoholic beverages, the malt is fermented and the alcohol is removed. Fayrouz is available in different flavours, such as Apple, Mango, Raspberry and Pear. Heineken N.V. - Annual Report 2005

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