Reach
As at 31 December 2006
Countries and brands
Export offices are not shown
1. Western Europe
Heineken is Western Europe's largest and leading
beer brewer. We have market leadership positions
in the Netherlands, Spain and Italy and we are
the number two player in France, Ireland and
Switzerland. Heineken, and in some cases Amstel,
are also brewed under licence or imported into
several other Western European markets.
Central and Eastern Europe
Frau Union is Heineken's Central European
aerating company and the largest brewing
-oup in Central Europe, leading in Greece,
ustria, Romania, Slovakia, Bulgaria and
iacedonia. We are the number two player
Poland. Brau Union has also strong market
ositions in Russia, Germany, Hungary, Croatia
id the Czech Republic.
The Americas
eineken has built a strong position in the
mericas, with exports to the USA, Central
merica and the Caribbean. Heineken also owns
number of breweries in the Caribbean and
entral America and has interests in and licensing
greements with several breweries in Central and
outh America. The agreement of Heineken USA
nd FEMSA Cerveza in Mexico makes Heineken
ie exclusive national importer, marketer and
eller of FEMSA's brands. Our interest in CCU has
trengthened our position in Chile and Argentina.
4. Africa and the Middle East
Heineken has owned breweries and has enjoyed
substantial market positions in several African
countries for more than 50 years. In Africa
we brew a variety of local brands and in
some countries Heineken and Amstel beer
are also brewed locally. Most of the operating
companies also produce and market soft
drinks. In South Africa, Amstel is brewed
and distributed under licence.
5. Asia Pacific
Underpinning our position in the region is our
Singapore-based joint venture with Fraser
Neave, Asia Pacific Breweries (APB). It operates
23 breweries in Singapore, Malaysia, Thailand,
Vietnam, Cambodia, China, New Zealand, Papua
New Guinea, India and Sri Lanka. Heineken is
brewed at several of APB's breweries throughout
the region. In addition, we have our own
breweries in Indonesia and on New Caledonia.
We also import Heineken into the region.
Heineken beer has a strong market position,
particularly in Thailand, Vietnam, Hong Kong,
Australia, New Zealand, Singapore and Taiwan.
Geographical distribution
of Consolidated beer volume
In millions of hectolitres
2006
2005
Western Europe
32,100
31,896
0.6
Central and
Eastern Europe
46,925
39,308
19.4
The Americas
13,197
11,782
12.0
Africa and the
Middle East
13,281
11,559
14.9
Asia Pacific
6,402
Consolidated
beer volume
111,905
100,521
11.3
Heineken N.V. A QQ
Annual Report 2006 .L&..7
