Report of the Executive Board
Regional Review
continued
USA
Consolidated beer volume' 7.5 million hectolitres
Market share* 19 per cent
Market position' 1
Imported beer segment.
The beer market in the USA was slightly up and
the segments of imported premium beer and
speciality beer continued their robust growth
rate, reflecting the increasing consumer demand
for sophisticated and exciting beers.
Revenues of Heineken USA grew 15 per cent
driven by substantially higher volumes and higher
realised prices. Total volumes of Heineken USA
were up 15 per cent to 7.5 million hectolitres
whilst depletions, the sales by the distributors
to retailers, rose by 14 per cent. Market share
increased.
In the second year of the exclusive distribution
deal with FEMSA, the portfolio of Mexican beers
of FEMSA continued to grow. The volume grew by
14 per cent to 2.5 million hectolitres. In particular
the Dos Equis® and Tecate® brands performed
strongly, strengthening our position in the import
segment, which is dominated by Mexican and
Dutch beer.
Amstel Light reported lower volumes. The brand's
consumer base is increasingly switching to wine
and premium spirits. Programmes are developed
to reposition and strengthen Amstel Light.
EBIT, despite the additional investments in
Heineken Premium Light, was broadly unchanged.
The impact of the exchange rate of the dollar was
positive at EBIT level.
In the last quarter of 2006 Heineken USA
increased net prices by 2.5 per cent for all brands
in the states of Texas, Florida and Hawaii, which
represent 20 per cent of its volume. In the first
quarter of 2007, prices of the remaining 80 per
cent of the volume were increased by an average
2.5 per cent.
Heineken beer recorded an increase in volume in
all four regions of the country, growing by 19 per
cent to 6.5 million hectolitres. This performance is
due to new marketing programmes, better sales
execution, the upgraded packaging and the halo
effect of the launch of Heineken Premium Light.
The DraughtKeg was introduced and demand
exceeded supply.
Q/T Heineken N.V.
OOAnnual Report 2006