Africa and the Middle East (continued)
Nigeria
Egypt
Democratic Republic
of Congo (DRC)
South Africa
Report of the Executive Board
Regional Review
Consolidated beer volume:
10.0 million hectolitres
Market share: 55-1%
Market position: l
The beer market grew by low single digit,
despite weaker volume in the second half
of 2009 due to the effect of a local banking
crisis and public security issues in part of the
country, which caused lower on-trade traffic.
Combined beer volume of Nigerian Breweries
and Consolidated Breweries increased by
2.8 per cent. The Heineken (+21 per cent),
Gulder, Amstel Malta and Turbo-King brands
continued to grow. Malt-based soft drink
Fayrouz grew substantially and cans were
added to the product range.
Revenues were lower; this was despite higher
volumes, price increases and an improved
sales mix, which were offset by the negative
effect of the weak naira.
On a constant currency basis, EBIT grew
substantially, despite higher costs of imported
materials due to the weakness of the naira.
EBIT in euro was slightly lower also as a result
of the lower naira.
The greenfield malting plant in Aba is now
fully operational and produced 30,000 tons
of malt.
Consolidated beer volume:
1.2 million hectolitres
Market share: 99.2%
Market position: l
Revenue and EBIT (beia) of A1 Ahram
Beverages increased organically driven
by better prices and cost reductions
despite lower volume.
The beer and wine market was affected
by a decline in tourist numbers and decline
in local spending power.
The alcohol-free beers Birell and Amstel
Zero, malt drink Fayrouz as well as spirits
continued to perform well. Tourist and volume
trends improved in the last quarter compared
with the previous quarters. During the year,
A1 Ahram acquired the small Luxor Brewery.
Consolidated beer volume:
2.4 million hectolitres
Market share: 66.o%
Market position: l
Volume of Bralima grew 13 per cent and
the Company increased its market share to
66 per cent in a market that grew 7 per cent.
All Bralima's beer brands, including Primus
and Turbo King, grew strongly. The new
brewery in Lubumbashi, commissioned
at the end of 2008, is fully operational
and drove volume growth in the Katanga
province. Soft drink volume grew slightly.
EBIT in euro was lower due to a 45 per cent
drop in value of the franc Congolais,
increased depreciation related to the brewery
and increased marketing spend. Revenue
was also affected by the weak currency.
Consolidated beer volume:
2.7 million hectolitres
Market share: 10.1%
In South Africa, Heineken operates through
joint ventures with Diageo and Namibian
Breweries that offer a wide range of beers,
ciders and ready-to-drink brands in the
premium segment of the market.
Beer volume increased by 1 million hectolitres
and market share grew. Volume of the
Heineken brand grew 29 per cent due
to better distribution and strong marketing.
Amstel, also positioned in the premium
segment, grew 26 per cent.
In August, production of Amstel started at
the new 3 million hectolitres brewery near
Johannesburg and by the end of 2009 brewing
of Heineken started. Before August, Amstel
was imported from Europe; with the start
of local production, it has become profitable
due to lower transportation and other costs.
Strongbow was launched in October.
34 Annual Report 2009 - Heineken N.V.