40 Report of the Executive Board Regional review - Asia Pacific continued Singapore Asia Pacific Breweries (Singapore) benefited from growth in the beer market driven by the good economy, better export volume and a rise in contract brewing volume. An influx of foreign brands expanded the beer market, but increased competition. In particular the Heineken and Tiger brands contributed to volume growth. Vietnam The strong economy in Vietnam continues to have a positive impact on beer consumption. The breweries of APB achieved strong volume growth, particularly in the southern and central regions of the country. The Heineken brand continued to outperform the market. The newly acquired brands LaRue and Foster's, the latter produced under licence, developed positively. EBIT (beia) grew driven by better prices and higher volume. The three breweries that were acquired at the end of 2006 and in 2007 in the central and southern part of the country have now been successfully integrated and synergies in costs, brand portfolio and distribution were realised. Cambodia Cambodia Brewery which is 80 per cent owned by APB, further consolidated its position in the market. As a result of good distribution and efficient and effective marketing programmes, results in terms of volume and profitability improved significantly in a market that is growing 15 per cent annually. Anchor and Tiger continues to be the leading brands in the market. China The market remains challenging with low selling prices and increase in input costs. The Heineken brand continues to perform well in China with 13 per cent growth despite of its 600 per cent price premium versus local mainstream beers as a consequence of low local beer prices. Thailand Growth in the beer market was mainly limited to the mainstream and low-priced segments of the market as a result of the economic uncertainties in the country and consumption, distribution and advertising restrictions. Volume of Thai Asia Pacific Breweries was lower, but volume of the Tiger brand grew at a double-digit rate. Heineken N.V. Annual Report 2007

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2007 | | pagina 38