USA Consolidated beer volume* Market share* Market position* 7.5 million hectolitres 39 per cent 2 imported beer segment The total US beer market grew approximately 1 per cent in 2007 with import segment growth of 2.5 per cent, once again outperforming domestic beer growth. Over 70 per cent of the import beer growth was generated by Heineken USA. The speciality beers segment also showed further growth. Heineken USA grew volume of its combined portfolio of Dutch and Mexican import brands by 6 per cent despite a substantial price increase of 3.5 per cent at the start of 2007 and lower discounts which together translated into an average consumer price increase of around 5-6 per cent in the key trade channels. Beer sales volume, excluding the Femsa brands, grew 3.0 per cent at 7.7 million hectolitres whilst depletions - sales by distributors to retailers - increased 2.3 per cent. Sales volume for the Heineken franchise totalled 6.8 million hectolitres. Heineken Lager and Heineken Premium Light grew sales volume 2.7 per cent and 20 per cent respectively and depletions by 1 per cent and 27 per cent respectively. Both beers sold well in DraughtKeg across the USA and marketing investment behind both brands increased. Heineken Premium Light in cans was introduced in June 2007. Heineken Premium Light continues to unlock its long-term brand potential and repeat- purchase rates remain high. Tests of the BeerTender were successfully completed and the concept will be roll-out nation wide in 2008. A new advertising agency was appointed with the aim of further improving the marketing communication and image of the Heineken brand. Sales and depletions volume growth of the Mexican brands was 14 per cent, significantly exceeding segment growth. This excellent performance was driven by the rapid growth of the Dos Equis brand (+17 per cent) and the Tecate franchise (+13.6 per cent), the latter in part driven by the introduction of Tecate Light in selective regions of the USA. In April 2007, Heineken USA and Femsa announced a 10 year extension of their existing relationship in the USA starting 1 January 2008. Under the terms of the agreement, Heineken USA will be the exclusive importer, marketer and seller of the Femsa beer brands. Sales and depletions volume of Amstel Light were 11 per cent lower due to weak off-trade performance in the Northeast Region. Heineken USA has appointed a new advertising agency for the brand and will introduce a new proposition for the brand based on its history, high quality and Amsterdam origin in 2008. Revenue of Heineken USA grew 8 per cent organically driven by higher volumes and prices. During the year, Heineken USA successfully re organised its sales force and further lowered costs in the supply chain. EBIT (beia) grew at a single-digit rate driven by higher prices, higher volumes and favourable shifts in the sales mix. There was a limited adverse effect due to the lower exchange rate of the dollar versus the euro was limited. Heineken N.V. Annual Report 2007 32 Report of the Executive Board Regional review - Americas

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