Our regional portfolio approach is focused on extending the Heineken brand's leadership of the international premium beer segment and building volume and value for Tiger, Asia's leading beer brand. The Tiger brand reaffirmed its strong position in its market. It adds to a strong portfolio of beer brands in order to succeed in the world's most dynamic beer market. Singapore Tiger continued to enjoy clear market leadership in Singapore while Heineken showed excellent growth as it drove the fast-developing international premium category. A strong multi-brand beer portfolio is integral to our success in this highly demanding, competitive and sophisticated market. Despite strong competition and the entry of several new brands, volume grew by 1 percent. New packaging for Heineken consumers, namely the Ito aluminium bottle found in premium bars id the 5 litre DraughtKeg, successfully retained ie interest of many consumers. alaysia 3IT grew by 3 percent despite weak consumer mtiment brought about by new excise duty creases that caused volume to decline by percent. However, strong marketing strategies id campaigns as well as fresh new packaging ive resulted in market share growth for our agship brands namely Tiger and Heineken. eineken is the undisputed leader in the premium gment while Tiger continued to outperform e market by maintaining close associations with usic and football. China Revenues in China rose slightly as positive volume growth provided a good counterbalance against a negative trend in price mix. In China, the largest and one of the fastest-growing beer markets in the world in terms of volume, the organic growth of our portfolio was double-digit. The Heineken brand is particularly well-placed to grow market share in China as increasing prosperity is leading to more on-trade business and to a tendency towards trading up to premium brands. Tiger Crystal Lite®, a variant of Tiger that is specifically created for the China market, was launched in October 2004. As of the beginning of 2005, we operate in China uniquely through our 46.1 percent stake in Heineken-APB, which controls 13 breweries of which three are not yet operational. Vietnam In Vietnam, Heineken is the number one premium beer, showing double-digit growth in sales in the past 5 years thanks to strong marketing and a global brand reputation. Likewise, overall volumes grew by 11 percent, strongly supporting the top-line trend. With a brewery each entrenched in both the northern and southern parts of Vietnam, our brands are well-placed to meet the demands of the growing beer market. Heineken N.V. - Annual Report 2005

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2005 | | pagina 45