€1,566 million
€206 million
€210 million
10.3 million hectolitres
9.0 million hectolitres
AMERICAS
REGIONAL REVIEW CONTINUED
REVENUE
EBIT
EBIT (BEIA)
CONSOLIDATED BEER VOLUME
HEINEKEN VOLUME IN PREMIUM SEGMENT
CONSOLIDATED BEER VOLUME
"The tough economy in our biggest market
overshadowed positive volume growth and
performances in both our Caribbean and
Latin American businesses."
John Nicolson
President Heineken Americas
36 REPORT OF THE EXECUTIVE BOARD
HEINEKEN N.V. ANNUAL REPORT 2008
37
IN MILLIONS OF HECTOLITRES
2004 8.5
2005 8.6
2006 9.6
2007 9.9
2008 10.3
The import segment of the US beer market was affected
by lower consumer confidence. Heineken's other important
markets in the region showed a positive performance.
Consolidated beer volume grew 4.1 per cent, driven by the
good performances of local and import operations in the
Caribbean and Latin America, which more than offset lower
volume in the USA. Heineken® volume in South America
and Canada continued to perform well, but lower sales in
the USA caused a 3 per cent decline of Heineken volume.
Revenue in local currency increased, thanks to higher
prices and the first-time consolidation of the S&N
operations, but revenue in euros was lower partially
due to exchange rate fluctuations.
The negative currency impact on EBIT (beia), mostly the
effect of the lower dollar/euro hedge rate, amounted to
€56 million.
The integration of S&N's US import operation into Heineken
USA went smoothly and Newcastle Brown Ale became part
of the sales portfolio immediately after the summer.