Western Europe (continued)
Spain
Italy
France
The Netherlands
24 Annual Report 2009 - Heineken N.V.
Report of the Executive Board
Regional Review
Consolidated beer volume:
10.3 million hectolitres
Market share: 29,1%
Market position: 1
Consolidated beer volume:
5.3 million hectolitres
Market share: 31.3%
Market position: 1
Heineken Espana grew EBIT (beia) thanks to
cost reductions, better prices and improved
sales mix, which exceeded the effect of a
5.5 per cent decline in volumes. The Arano
Brewery was closed during the year.
The Spanish beer market was broadly stable
as the decline in mainstream and premium
The Italian beer market declined 6 per cent,
affected by the economic conditions and
price increases at the end of 2008.
Heineken Italia maintained its market
share despite a temporary retail delisting
in the first half of 2009. The Moretti brand
outperformed its segment, whilst the
Heineken brand was affected by downtrading
in the off-trade and a temporary delisting,
leading to a 7.1 per cent lower volume.
beers was largely offset by the growth in
private labels (+16 per cent). This affected
market share adversely. In particular, volume
of the Heineken brand was affected, declining
double-digit. The Cruzcampo and Amstel
brands performed better, thanks to resilience
in their core regions.
Organically, revenue and EBIT were lower
as TCM cost savings, better selling prices
and an improved sales mix could only partly
compensate for lower volumes and a decline
in the wholesale unit, Partesa. Partesa was
affected by an 11 per cent decline in the
on-trade channel.
Consolidated beer volume:
5.4 million hectolitres
Market share: 27.6%
Market position: 2
Consolidated beer volume:
5.0 million hectolitres
Market share: 46.9%
Market position: 1
The market grew 1.3 per cent as
exceptionally good summer weather
compensated for the effect of the economy
on beer consumption.
Heineken France increased its value
and volume share, thanks to a strong
performance in the off-trade. All key
The beer market declined 5.5 per cent, as the
effect of the 1 January excise duty increase
and lower on-trade consumption were only
partially offset by good weather and growth
in private label beers in the off-trade.
EBIT (beia) was slightly higher, as the positive
effect of cost savings and better prices
largely offset decline in volumes.
brands showed healthy growth: Heineken
grew 8.4 per cent and Desperados and
Pelforth also increased volumes.
EBIT (beia) was higher, driven by better
volume and brand mix. The Fischer Brewery
in Schiltigheim closed in September 2009.
Volume of Heineken Netherlands was
6.4 per cent lower. Volumes of both the
Heineken and Amstel brand were lower.
The introduction of Strongbow Gold cider
and Jillz cider in selected outlets and in the
off-trade in April and May 2009 was very
successful, resulting in sales of more than
30,000 hectolitres in the year.
Volume at Vrumona, the soft drinks
operation, was also lower, mostly as
a result of a temporary retail delisting.
