Sedibeng Brewery opens in South Africa Other countries in the Africa and Middle East region 35 Consolidated beer volume: 3.5 million hectolitres Beer volumes of Brarudi in Burundi were broadly stable, whilst Bralirwa in Rwanda increased volumes slightly. Our joint venture Brasserie du Congo reported a double-digit increase in volumes. The beer market segment in South Africa is one of the largest worldwide, with an estimated 27 million hectolitres sold annually, and an important marketplace for global premium brands such as Heineken and Amstel. South Africa's fast-growing economy is expecting an important boost in 2010 through its hosting of the FIFA World Cup. For Heineken, the completion of its Sedibeng Brewery in 2009, in partnership with Diageo, will enable it to benefit from the existing and future opportunities in the market. During 2009, Heineken and Amstel brands experienced rapid growth of more than 25 per cent in the year. The 80-hectare Sedibeng Brewery has an annual output of 3 million hectolitres, although this is already being increased due to growth and expected demand. Sedibeng has had a significant impact on the South African economy due to the sizeable number of high level, new jobs created and also as a result of the levels of investment in brewery- related assests. "The brewery was built for one simple reason: you can't be a major player in this market based on imports alone," says Johan Doyer, General Manager of the Sedibeng Brewery. "Local brewing offers us the possibility to really participate in this market, and expand both the Amstel and Heineken brands. Additionally, we will brew brands that belong to the Windhoek Brewery and to Diageo's portfolio". As well as expanding its share of the beer market, Heineken launched its popular brand Strongbow in September 2009. This will stand alongside the Brandhbuse cider brand, Foundry. "Our focus will be on the Sedibeng brewery over the coming six months as we aim to grow our share of the premium beer market, while continuing to invest in the premium beer brands we proudly exhibit through Brandhouse, which markets, distributes and sells products in South Africa on behalf of Heineken, Diageo and Namibia Breweries," adds Tom de Man, Regional President for Africa and the Middle East. J W, j.: MEDAILLE D OR PARfS 1875 Annual Report 2009 - Heineken N.V.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2009 | | pagina 34