Egypt
Consolidated beer volume 1.1 million hectolitres
Market share 95.9 per cent
Market position 1
he business in Egypt was affected by the political
ituation, and lower tourist flows. In this difficult
ontext, Al-Ahram managed to increase its beer
/olumes by almost 6 per cent and its soft drink
olumes by 7.3 per cent. The Heineken brand
'ew well from a low base.
i 2006, a major restructuring took place
hroughout the company.
estructuring costs affected EBIT, which was
>wer than last year. The volume of Fayrouz®
as lower as a result of 25 per cent price
icrease, but the brand developed well in
s export markets.
he brand was introduced in Nigeria, Morocco,
ie United Arab Emirates and Saudi Arabia, and
rther roll-outs are planned.
To meet demand
Heineken produces the malt-based adult soft
drink Fayrouz. Fayrouz differs from other soft
drinks in that its production avoids fermentation,
so alcohol is never produced.
Heineken N.V. A A
Annual Report 2006 J.
