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.
www.annualreport.heineken.com
J
W,
j.: MEDAILLE D OR PARfS 1875
Annual Report 2009 - Heineken N.V.