Austria Consolidated beer volume 4.5 million hectolitres Market share 49.8 per cent Market position 1 The beer market in 2007 was broadly stable. Beer volume of Brau Union Austria was stable as the growth of the Heineken and Gösser brands was offset by lower volume of low-priced beers. Volume of the Heineken brand, in particular, increased strongly by almost 20 per cent, partly driven by BeerTender volumes and the success of the introduction of the 50cl one-way bottle. BeerTender has now sold more than 40,000 appliances since its introduction in 2005. Domestic volume of the Gösser brand increased, mainly due to the introduction of Gösser Natur Radler in the flavoured speciality beer segment. Volume of the Zipfer brand remained stable. Heineken Austria increased prices in March and April, which together with the higher volume, resulted in an increase in revenue. Further efficiency improvements in the production and restructuring in all parts of the company drove a double digit increase in EBIT (beia). Greece Consolidated beer volume 3.5 million hectolitres Market share 74.9 per cent Market position 1 After several years of stagnation, the beer market show growth again in 2007 as a result of a mild winter, a hot summer, and higher tourist numbers. Athenian Brewery grew its beer volume organically by 5.4 per cent. Volume of the Heineken brand grew 10 per cent, benefiting from packaging innovations (DraughtKeg, BeerTender and Extra cold beer) and the marketing activation programmes around the Champions League soccer final in Athens. Domestic volume of the Heineken brand came close to one million hectolitres. Amstel, the leading mainstream brand in Greece, grew volume by 4 per cent, in part due to the successful introduction of Amstel Pulse, in both the On-trade and Off-trade channels. Revenue and EBIT (beia) grew at a double-digit rate. Germany Consolidated beer volume 3.6 million hectolitres Market share 6.9 per cent The German market declined in 2007 as a result of poor weather and challenging comparison with higher volumes of the World Cup Football year of 2006. Volume at Brau Holding International, Heineken's joint venture with the Schoerghuber Group, was 1 per cent lower. Volume of the Paulaner brand grew 8 per cent, driven by the success of its Weissbier and the strength of the exports to the USA, the UK and continental Europe. Volumes of the Kulmbacher and Karlsberg brands were lower. Revenue was lower, but EBIT (beia) grew as a result of strict cost control and improvement in sales mix. Heineken N.V. Annual Report 2007

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2007 | | pagina 29