Operational review Heineken' Our number one priority is to drive top-line growth through the creation of a global portfolio that combines the power of local and international brands and with the Heineken brand as the jewel in the crown. AMSTEL 14 Report of the Executive Board 15 Top-line growth Top-line growth is the key measure of the strength of a focused company. At the start of the year, we set ourselves challenging targets in terms of growing both profitability and volume across our brand portfolio. Through a combination of focused marketing investment, innovation, increased emphasis on in-market execution, strong creative marketing and a continuing commitment to meeting consumer and customer needs, our top- line performance across our brand portfolio in 2007 was strong with an organic 7.3 per cent increase in revenue and a 6.5 per cent rise in organic consolidated beer volume growth. The Heineken brand Nowhere was this growth more evident than for the Heineken brand. For more than 125 years the brand has been and continues to be at the physical, emotional and financial heart of our global portfolio. Throughout its history, successive generations of managers and marketers have made Heineken the world's most valuable international premium beer brand. 2007 once again saw strong growth. Volumes of the brand in the international premium segment grew considerably by 10 per cent, driving further growth in the brand's share of the segment. Heineken volume by region In millions of hectolitres Heineken N.V. Annual Report 2007 Western Europe* 7.5 30.4% Global breakdown of brands Central and Eastern Europe 2.6 10.5% In millions of hectolitres Americas 9.1 36.8% Heineken 28.0 20.1% Africa and Middle East 1.6 6.5% Amstel 10.6 7.6% Asia Pacific 3.9 15.8% Other 100.6 72.3% Total 24.7 100% Total 139.2 100% in premium segment Heineken N.V. Annual Report 2007 Heineken IMPORTED I LICHT i i If BECRj Sir ci 1897 iRYSTAiiczm.' crvsifj GOftsxiEj woo:i. pNUls'fV K.C H

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2007 | | pagina 18