New activities in India
n several markets. In May 2006, Australia became
he second market to launch the new premium
Omstel Pulse brand. As part of our efforts to
ncourage greater consumer interest in Hong
Cong, the first cases of the new embossed
Heineken cans were delivered to outlets in
fctober in 33 centilitre and 55 centilitre formats
nd in a range of multi-pack presentations.
aughtKeg is available in Southeast Asia.
Today, the beer consumption in India is tiny relative to the
size of the country and the population of more than 1 billion.
The market size is a mere 8 million hectolitres and the
consumption per capita less then 1 litre.
The traditional alcoholic beverage in India is whisky. Also,
strict regulation limits the opportunities to transport beer
across the country. However, there are signs the tide is
turning: beer consumption has grown at double-digit rates
over the last five years.
The developing young middle class has an increasing taste
for beer and the purchasing power to buy it. In addition, beer
better suits the warm climate than spirits. And unlike in China,
the price level is healthy and the consumer has a clear
understanding of premium beer. Deregulation is also gaining
momentum. The key beer consuming states are Andhra
Pradesh (13 per cent of the market in terms of value),
Maharashtra (16 per cent of market value), Tamil Nadu,
Karnataka, Rajasthan and Uttar Pradesh.
Through Asia Pacific Breweries, Heineken entered India,
purchasing a majority stake in Aurangabad Breweries, which
owns a brewery in Aurangabad, Maharashtra. We also created
a company, Asia Pacific Breweries-Pearl Private Ltd., with the
aim to build a new brewery in Hyderabad, Andhra Pradesh,
with an initial capacity of 250,000 hectolitres. Imported
Heineken beer is already available in India.
gnificant success
leineken maintained its position in the premium
egment by engaging consumers in innovative
'd creative consumer connection programmes.
Our Heineken brand has generated significant
uccess in Thailand, New Zealand, Vietnam, China,
Singapore and Malaysia.
Heineken N.V. VI Q
Annual Report 2006 *rO
