COUNTRIES AND BRANDS
At Heineken we aim to be a leading
brewer in each of the markets in which
we operate and to have the world's most
prominent brand portfolio. The tables
in this section show our breweries and
brands worldwide.
HEINEKEN N.V. ANNUAL REPORT 2008
AS AT 31 DECEMBER 2008
1. Western Europe
Heineken is Western Europe's largest and leading beer
brewer. We have market leadership positions in the UK,
the Netherlands and Spain and we are the number two
player in Belgium, Finland, France, Ireland, Italy, Portugal
and Switzerland. Heineken is also brewed under licence
and various Group brands are imported into several other
Western European markets.
2. Central and Eastern Europe
Heineken is the largest brewing group in Central Europe,
leading in Greece, Austria, Romania, Slovakia, Bulgaria and
FYR Macedonia. We are the number two player in Poland,
Croatia and Belarus. Heineken has strong market positions
in Russia, Germany, Hungary, Serbia and the Czech Republic.
Heineken, and in some cases Amstel, are also brewed under
licence or imported into several other Central and Eastern
European markets.
3. Africa and the Middle East
Heineken is also very successful in Africa and the Middle East.
We have owned breweries and have enjoyed substantial
market positions in several African countries for more than
50 years. In Africa we brew a variety of local brands and in
some countries Heineken and Amstel beer are also brewed
locally. Most of the operating companies also produce and
market soft drinks.
4. The Americas
Heineken has built a strong position in the Americas, with
exports to the USA, Central America and the Caribbean.
Heineken also owns a number of breweries in the Caribbean
and Central America and has interests in and licensing
agreements with several breweries in Central and South
America. The agreement of Heineken USA and FEMSA of
Mexico made Heineken the exclusive national importer,
marketer and seller of FEMSA's brands for ten years. Our
interest in Compania Cervecerias Unidas (CCU) has
strengthened our position in Chile and Argentina.
5. Asia Pacific
Underpinning our position in the region is our Singapore-
based joint venture with Fraser Neave, Asia Pacific
Breweries (APB). It operates breweries in Singapore, Laos,
Malaysia, Mongolia, Thailand, Vietnam, Cambodia, China,
New Zealand, Papua New Guinea, India and Sri Lanka.
Heineken is brewed at several of APB's breweries throughout
the region. In addition, we have our own breweries in
Indonesia and New Caledonia. In India, we have a 37.5 per
cent stake in United Brewery Limited (UBL)and a 50/50 joint
venture in Millenium Alcobev with UBL. UBL is the market
leader in India. We also import Heineken into the region.
Heineken beer has a strong market position, particularly
in Thailand, Vietnam, Australia, New Zealand, Singapore
and Taiwan.
Geographic distribution of consolidated beer volume
In thousands of hectolitres
2008
2007
Western Europe
44,245
31,910
38.7
Central and
Eastern Europe
50,527
46,451
8.8
Africa and the
Middle East
18,076
14,731
22.7
The Americas
10,329
9,925
4.1
Asia Pacific
2,644
2,358
12.1
Consolidated
beer volume
125,821
105,375
19.4