41
ndonesia
Volume of Multi Bintang Indonesia was marginally
ower, but volume of the Heineken brand once
again grew strongly. As a result of excellent
execution in the market and improved efficiency,
BIT (beia) improved organically.
aiwan
i Taiwan, volume of the Heineken brand grew
7 per cent and continued to improve its market
hare. Heineken is now the undisputed number
ne international premium beer in the country.
outh Korea
olume of the Heineken brand grew by more than
0 per cent as a result of increased penetration
h the various distribution channels. Consumers'
A/areness and preference for the brand also
icreased as a result of inaugural TV commercials
1 2007 and the brand gained momentum as the
ading international premium beer.
Other markets in Asia Pacific region
In the middle of 2007 the greenfield brewery
in Ulaanbaatar, Mongolia with a capacity of
120,000 hectolitres came on stream. The brewery
produces Tiger beer locally. Tiger has been in the
market on an imported basis for the last 15 years.
In addition, the local brand Sengur was launched.
Volume increased substantially in India, but EBIT
(beia) is still negative as a result of gestation losses
of the greenfield brewery in Hyderabad which will
be completed at the beginning of 2008, and the
marketing investment in the launch of new brands
on the market.
Construction of a greenfield brewery in Laos that
started in July 2006 is expected to be completed
in the first quarter of 2008.
Heineken N.V. Annual Report 2007