38. Revenues grew by 7 percent. Group volume grew by 13 percent to 10.8 million hectolitres and EBIT surged €2.9 million despite increased operating costs. This performance was largely due to strong performances by markets such as Indochina (Cambodia and Vietnam), New Zealand, Taiwan, Papua New Guinea, Australia and Indonesia. In Cambodia and China we saw growth in excess of 20 percent and in Vietnam volumes showed double-digit growth. Trading was particularly strong in China, the world's largest beer market, in the first full operating year for Heineken-APB (China) Pte Ltd (Heineken-APB). Growth of the Heineken brand, critical to our regional strategy, showed strong organic volume growth of more than 12 percent. This is the fastest growth of any of our regions. The Tiger brand reaffirmed its strong position in the market, despite aggressive competition. The introduction of Cheers®, a new brand in the mainstream segment, in Thailand is a further step in the strengthening of our brand portfolio and demonstrates our increased focus on the high- growth mainstream segment in that country. Consumer-focused innovation played an important role in the region's growth. Following the successful introduction of the Heineken DraughtKeg in Europe, the portable beer system was rolled out in almost all of the markets in Asia. We also introduced a new draught beer system for smaller outlets, in Australia, Thailand, Singapore, Malaysia and Vietnam, an advance which helps ensure the high quality of our beer. We have also continued our strategy of selective acquisitions. In March, Heineken-APB acquired a 40 percent stake in Jiangsu DaFuHao Breweries Co, Ltd (DaFuHao), an important player in the key market of Jiangsu. DaFuHao owns four breweries with a total capacity of 3.5 million hectolitres in the Jiangsu province of China. It went on to acquire another 1-million hectolitre brewery in the Wujiang district in the same province. Heineken-APB controls a 21 percent stake in Kingway, the leading player in the Guandong province. In September, Asia Pacific Breweries acquired a 60 percent stake in a brewery in Sri Lanka and re-named it Asia Pacific Brewery (Lanka). It then went on to announce the construction of a new brewery in Mongolia due to be completed in 2007. A new mainstream beer brand. Cheers, was launched in Thailand in October 2005. With an alcohol content of 5.5%, full flavour, smooth taste and moderate price, Cheers was designed to meet a specific customer demand. With the mainstream segment in Thailand showing growth. Cheers enables Heineken to tap into this opportunity and ensures our operation enhances profitability. Heineken N.V. - Annual Report 2005 Give-away promotions in the Chinese Channel are defined as effective volume drivers during peak seasons. In addition, the 'food' platform was further extended from traditional dining utensils in the consumer promotion. This strategy resulted in growth of availability and sales volume.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2005 | | pagina 44