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