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

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2009 | | pagina 29