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