OPERATIONAL REVIEW 14 A key priority is to drive top-line growth through the creation of a global portfolio that combines the power of local and international brands. The Heineken brand is our jewel in the crown. REPORT OF THE EXECUTIVE BOARD HEINEKEN N.V. ANNUAL REPORT 2008 Top-line growth is the key measure of our strength. To achieve it, we focus on building our brands and portfolios in terms of value, volume and profitability. We seek to balance the management and growth of our local, regional and global brands, with the management and growth of Heineken, the world's most valuable international premium beer brand. Despite the challenging market conditions, which saw heavy increases in raw material and packaging costs, and a worsening economic environment, our top-line performance continued to improve across our brand portfolio, with an organic 7.4 per cent increase in revenues and an organic 3.5 per cent rise in consolidated beer volume. In 2008, we extended our portfolio of brands through the acquisition of Scottish Newcastle's beer and cider brands. These offer exciting new opportunities to complement our portfolio in a number of markets. The Heineken brand The Heineken brand is the jewel in the crown of our portfolio and is at the heart of our Company. In 2008, it further strengthened its position as the undisputed leader among international premium brands. Total Heineken volume in the premium segment grew by 4.7 per cent despite challenging economic conditions in the USA in particular. It is worth noting that double-digit growth was achieved in Africa and Asia Pacific, providing a positive balance to the brand's strong position in mature markets. In developed European premium beer markets, the Heineken brand maintained or increased its market share and leading positions albeit from a somewhat lower volume base. With the acquisition of Scottish Newcastle, the growth opportunities for the Heineken brand in the UK, Portugal and Finland have improved considerably. We continue to take a long-term view by investing in the brand and protecting our premium position.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2008 | | pagina 21