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