Americas t w licht Regional review continued DraughtKeg "I am very proud that we continued to maintain our strong position in the region. Heineken Premium Light greatly contributed to our success. The introduction of BeerTender to the US market expands our product range and further enhances consumers' preference for our portfolio, with the Heineken brand as its centrepiece." Speed of implementation 30 Report of the Executive Board LAGER m; DraughtKeg is one of the most successful innovations in the beer industry in the past few years. This unique product, developed and engineered by Heineken, is a 5-litre, C02 pressurised keg with a tap, which allows a perfect and 'portable' draft beer experience. The keg is disposable, 100 per cent recyclable and is manufactured in lightweight steel. Beer can stay fresh for up to 30 days after opening. Heineken N.V. Annual Report 2007 It was first introduced in France in April 2005 and is now available in more than 90 countries around the world. It sold more than 10 million units in 2007. In the USA, DraughtKeg was rolled out nationwide in June 2007 and contributed significantly to the growth of the Heineken brand. In August 2007, Heineken Premium Light was also introduced in the 5-litre DraughtKeg format. The introduction campaign included television, out-of-home and print advertising, as well as a targeted internet campaign, staged in a night club, which featured a DraughtKeg coming to life through a stunning metamorphosis. Heineken Premium Light DraughtKeg recorded a resounding success and quickly sold out. It ranked first amongst the new Stock Keeping Units (SKUs) of 2007. Sales of over 200,000 hectolitres in DraughtKeg format exceeded expectations in the Americas. Thanks to this successful performance, most of it achieved in the second half of 2007, the Americas region became the second biggest region for sales of DraughtKeg, after Western Europe. Heineken N.V. Annual Report 2007 Massimo von Wunster President Heineken Americas Revenue €2.0 billion Consolidated beer volume In millions of hectolitres EBIT €278 million EBIT (beia) €278 million Consolidated beer volume 13.7 million hectolitres Heineken volume 9.1 million hectolitres Markets in the region developed well and saw continued growth. Consolidated beer volume grew 3.9 per cent, mainly driven by Argentina, Canada and the USA. With strong positions throughout the region, volume of the Heineken brand grew by 5.9 per cent to 9.1 million hectolitres. Both Canada and Brazil renewed the Heineken brand import and licence agreements respectively for 10 years. In the USA, its largest market, the brand is centrepiece of a combined Mexican and European beer portfolio, the two biggest categories in the import segment. Revenue increased 3.4 per cent to more than €2 billion, of which 8.8 per cent was an organic increase. This was driven by price increases across the region and higher volumes in Argentina, Chile and the USA, which were only partly offset by the effect of the lower Chilean peso and Caribbean currencies. EBIT (beia) increased 4 per cent as the much better operating performance was in part offset by the effect of unfavourable exchange rate fluctuations against the euro. 2003 2004 2005 2006 2007

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