Reach
Countries and brands
As at 31 December 2007
Other information
145
At Heineken we aim to be a leading brewer in each
of the markets in which we operate and to have
the world's most prominent brand portfolio. The
tables in this chapter show our breweries and
brands worldwide.
1. Western Europe
Heineken is Western Europe's largest and leading
beer brewer. We have market leadership positions
in the Netherlands, Spain and Italy and we are
the number two player in France, Ireland and
Switzerland. Heineken, and in some cases Amstel,
are also brewed under licence or imported into
several other Western European markets.
2. Central and Eastern Europe
Heineken is the largest brewing group in Central
Europe, leading in Greece, Austria, Romania,
Slovakia, Bulgaria and Macedonia. We are the
number two player in Poland, Croatia and Belarus.
Heineken has strong market positions in Russia,
Germany, Hungary, Serbia and the Czech Republic.
Heineken, and in some cases Amstel, are also
brewed under licence or imported into several
other Central and Eastern European markets.
3. The Americas
Heineken has built a strong position in the
Americas, with exports to the USA, Central
America and the Caribbean. Heineken also owns
a number of breweries in the Caribbean and
Central America and has interests in and licensing
agreements with several breweries in Central and
South America. The agreement of Heineken USA
and FEMSA of Mexico makes Heineken the exclusive
national importer, marketer and seller of FEMSA's
brands for ten years. Our interest in CCU has
strengthened our position in Chile and Argentina.
4. Africa and the Middle East
Heineken is also very successful in Africa and the
Middle East. We have owned breweries and have
enjoyed substantial market positions in several
African countries for more than 50 years. In Africa
we brew a variety of local brands and in some
countries Heineken and Amstel beer are also
brewed locally. Most of the operating companies
also produce and market soft drinks.
5. Asia Pacific
Underpinning our position in the region is our
Singapore-based joint venture with Fraser
Neave, Asia Pacific Breweries (APB). It operates
32 breweries in Singapore, Malaysia, Thailand,
Vietnam, Cambodia, China, New Zealand, Papua
New Guinea, India and Sri Lanka. Heineken is
brewed at several of APB's breweries throughout
the region. In addition, we have our own breweries
in Indonesia and on New Caledonia. We also import
Heineken into the region. Heineken beer has
a strong market position, particularly in Thailand,
Vietnam, Australia, New Zealand, Singapore and
Taiwan. In the first quarter of 2008, two greenfield
breweries will be operational in Laos and India.
Geographical distribution
of Consolidated beer volume
In millions of hectolitres
2007
2006
Western Europe
31,910
32,100
(0.6)
Central and
Eastern Europe
51,114
46,925
8.9
The Americas
13,718
13,197
3.9
Africa and the
Middle East
15,668
13,281
18.0
Asia Pacific
7,418
6,402
15.9
Consolidated
beer volume
119,828
111,905
7.1
Heineken N.V. Annual Report 2007