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.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2009 | | pagina 25