Central and Eastern Europe
€3,200
€347
€389 million
46.2 million hectolitres
2.5 million hectolitres
million
million
Revenue
EBIT
EBIT (beia)
Consolidated beer volume
Heineken volume in premium segment
CONSOLIDATED BEER VOLUME
Report of the Executive Board
Regional Review
IN MILLIONS OF HECTOLITRES
2005 I
2006 I
2007 I
2008 I
2009 I
34.9
42.4
■i 46.5
50.5
The impact of the recession, higher prices and increases
in excise duties affected all key beer markets across the
region, reversing the growth trend of the last few years.
EBIT (beia) grew organically thanks to strong cost control
especially in Russia and the Czech Republic. TCM progressed
at pace, with the closure of four breweries and four malteries.
Reported EBIT (beia) was lower, largely driven by the strong
devaluations of the zloty and the rouble. The cumulative
translation and transaction effect of weaker currencies
led to a EUR 119 million reduction in EBIT (of which
EUR39 million was translation).
Beer volume in the region was lower, also affected by the
decision to focus on profitable brands and pack types and
rationalising underperforming SKUs in Russia.
Volume of the Heineken brand was 9.3 per cent lower, due
to consumers shifting toward cheaper beers and low-priced
vodka. Together, Russia and Poland accounted for more than
half of the region's decrease. In Austria and Serbia, the brand
grew, increasing its market share.
Organically, revenue decreased slightly as better
prices could only partly offset soft volumes and the
unfavourable shift in sales mix towards less profitable
channels and packages.
46.2
28
Annual Report 2009
- Heineken N.V.
Annual Report 2009 - Heineken N.V. 29
