Western Europe (continued) United Kingdom Ireland Portugal Finland 26 Annual Report 2009 - Heineken N.V. Report of the Executive Board Regional Review Consolidated beer volume: 12.1 million hectolitres Market share: 26.5% Market position: 1 The UK beer market declined 4.2 per cent with an improvement of the trend in the second half of the year. The premium segment recorded growth. Heineken UK outperformed the market significantly, gaining market share with beer volume only slightly down. The Foster's brand grew 2.6 per cent, benefiting from its new brand campaign, extended distribution and improved marketing. John Smith's, the UK's leading ale brand declined but less than the market. The cider market grew 8 per cent, driven by a stronger performance in the off-trade and a broader distribution in the on-trade. Bulmer's success is driven by the increasing consumer response and the development of bottled premium cider. Organically, revenues grew by low single digits as better pricing and an improved brand mix more than offset lower volumes. EBIT grew organically 35 per cent, thanks to realising cost synergies, aggressive further cost cutting and lower purchasing prices. During 2009, significant steps were taken to further streamline the business. In 2010, the Berkshire Brewery and the Dunston Brewery will be closed. Following the acquisition of Scottish Newcastle, Heineken consolidated the assets and liabilities of Globe in its balance sheet in 2008. In 2009, Heineken purchased most of the outstanding debt at significant discount to the face value and book value, realising an exceptional book gain of EUR215 million. In addition, Heineken has lowered the value of its interests in pubs in the UK. Consolidated beer volume: 1.4 million hectolitres Market share: 26.7% Market position: 2 Consolidated beer volume: 3.2 million hectolitres Market share: 47.0% Market position: 2 Consolidated beer volume: 1.4 million hectolitres Market share: 27.9% Market position: 2 The severe effect of the recession meant beer consumption declined by high single digits. On an organic basis, Heineken Ireland increased its market share. In addition, it benefited from the growth of the Beamish Crawford and Coors Light brands. Volume of the Heineken brand declined 6.8 per cent but outperformed the market thanks to strong draught beer sales. The beer market decreased 3.3 per cent, due to the effect of the economy on the on-trade segment. Centraleer gained market share, driven by the growth of the Heineken brand. The Sagres brand is now the largest-selling brand in Portugal. Higher selling prices contributed The total beverage market was only 1 per cent lower. Private labels in ready-to- drink beverages and lower priced beers showed growth. Hartwall's EBIT grew, thanks to strong cost control and despite lower volume due to declines in on-trade and in the premium Underlying revenue and EBIT were double digits lower due to weak volume, increased promotions and the limited scope for price increases. Heineken Ireland focused on further cost reduction and the Beamish Crawford Brewery in Cork was closed. to the growth in revenue and, together with cost reductions, drove an organic increase in EBIT (beia). Volume of Centralcer's mineral water business, in particular the premium brand "Luso", was affected by downtrading to private labels. segment. The successful repositioning of the Lapin Kulta brand at the end of 2008 had a positive effect on volume. The Heineken brand was added to Hartwall's portfolio with good sales results. Hartwall announced that the Tornio Brewery will close in 2010.

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Jaarverslagen | 2009 | | pagina 27