Volumes in economy brands fell substantially, resulting in slightly lower EBIT. Austria Consolidated beer volume Market share Market position 4.5 million hectolitres 50 per cent 1 In 2006 we carried out an extensive brand portfolio optimisation programme, which resulted n a marketing focus on key brands and price ncreases. Related volume decline was limited a the Zipfer® and Gösser® brands but 3untigamer® and Kaiser® showed single-digit ;rowth and the Heineken brand grew by over 4 per cent from a low base. BIT grew substantially also thanks to stringent ost control, especially in fixed costs. setter pricing and sales mix compensated for ome volume pressure. The on-trade market emains challenging. 3ago, our fruit juice operation, grew slightly in olume terms and the turnaround is proceeding according to expectations. jreece onsolidated beer volume arket share arket position 3.3 million hectolitres 82.1 per cent 1 The Heineken brand grew 6 per cent and Amstel volumes were stable. We launched Amstel Pulse in the second half of the year. Greece was one of the first countries to enjoy the roll-out of sub-zero coolers that allow beer to be served at a temperature below zero degrees Celsius, in both the off- and on-trade. Other markets in Central and Eastern Europe Brau Union Romania recorded a very strong performance, in both volume and profit. Volumes grew by 20 per cent, surpassing 4 million hectolitres. The performance was driven mainly by the Goldenbrau and Bucegi® brands, which underwent re-styling, with new packaging. A new seasonal beer of the Ciuc® brand, Ciuc® Winter, was introduced at year-end. In Hungary, trading conditions remained challenging as a result of intense competition, cheap German imports and a sluggish economy. Nevertheless, Heineken Hungary volumes were slightly up, with an excellent 8 per cent growth in the Heineken brand. EBIT grew significantly due to a better sales mix and improved cost control. The Bulgarian market rebounced from the effects of the excise duty increases in 2005. We enjoyed 9 per cent volume growth, which translated to an improvement in EBIT. The returnable version of the BeerTender was introduced in December. he Greek beer market grew thanks to better summer weather and increased tourism. Volumes grew healthily. Revenues rose, driven by a price increase of 3.5 per cent executed in March and the good volumes. Volumes in the on-trade outperformed, improving the mix and profitability. EBIT increased at a double-digit rate, helped by reductions in fixed costs and a better allocated marketing budget. Heineken N.V. Q Q Annual Report 2006 OO

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2006 | | pagina 37