30 REGIONAL REVIEW - CENTRAL AND EASTERN EUROPE STRATEGIC EXPANSION DRIVING GROWTH REPORT OF THE EXECUTIVE BOARD HEINEKEN N.V. ANNUAL REPORT 2008 AUSTRIA Consolidated beer volume 4.6 million hectolitres Market share 50.0 per cent Market position 1 The market grew thanks to the substantial volume increase of beer in cans during the UEFA European Football Championship. Volume of Brau Union Austria grew 2 per cent, resulting in share gains in the premium and mainstream segments. The Zipfer and Puntigamer brands reported strong increases, and volume of the Fleineken brand grew 7.3 per cent. Revenue grew in line with volumes. EBIT (beia) was stable, impacted by a shift from on-trade towards off-trade and towards lower margin pack types. GREECE Consolidated beer volume 3.5 million hectolitres Market share 74.4 per cent Market position 1 In the second half of 2008, the beer market suffered from the economic slow-down and social disturbances in Greece, which disrupted distribution and reduced both tourism and consumer confidence, causing lower sales in the large on-trade channel. Beer volume of Athenian Brewery was broadly flat, as good increases posted by the Fleineken brand (+4.1 per cent) and the strong growth of Fischer lager, offset lower volume of mainstream brand Amstel. Revenue and EBIT (beia) increased mid-single digit, thanks to higher pricing, a better sales mix and the cost savings of the F2F programme. After 10 years of strategic expansion, Heineken's European footprint has significantly expanded to encompass the fast-developing markets of Central and Eastern Europe. The Company is now twice as big as its nearest competitor across Europe. In 2008, this expansion eastwards accelerated with the acquisition of leading positions and brands across the region. Early in the year, Heineken announced the establishment of a joint venture with Efes Breweries international (EBI) to invest in the Uzbek beer market. The partnership approach also combines operations in the Kazakh (5 million hectolitres) and Serbian (5.5 million hectolitres) beer markets. The move now gives the combined entity strong positions within the top 3 in each of these markets and a strong platform on which to grow our business. In April, Heineken strengthened its number one position in Romania (20 million hectolitres), with the acquisition of Bere Mures, instantly boosting its market share to 30 per cent and growing its total volume to 6 million hectolitres. Established in 1992 in the Transylvania region, the Bere Mures beer portfolio includes Neumarkt, one of the country's leading beers, and the smaller Dracula and Sovata brands. In July, in the key reference beer market of the Czech Republic (16.1 million hectolitres), Heineken acquired Drinks Union, which owns four breweries in North and East Bohemia. The breweries complement Heineken's existing positions in the Moravian and Prague regions. The Drinks Union portfolio consists of the national brand Zlatopramen and the regional Breznak, Louny and Dacicky brands. The deal significantly strengthens Heineken's number three position in the market and gives it a total domestic volume of almost 2 million hectolitres. In July, Heineken acquired the Rechitsa brewery in Belarus (4.7 million hectolitres), which together with its December 2007 purchase of local brewer Syabar Brewing Company, significantly strengthens its number two position in the market. Despite the clear challenges and setbacks along the way, the strategic decision to 'go east' has proved a success. Today, Central and Eastern Europe is Heineken's third most profitable region.

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