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