Asia Pacific (continued) Asia Pacific Breweries United Breweries, India Heineken's own operations 42 Annual Report 2009 - Heineken N.V. Report of the Executive Board Regional Review Consolidated beer volume: 10.7 million hectolitres Consolidated beer volume: 6.9 million hectolitres Market share: 48.0% Market position: 1 Profit of APB increased substantially, mainly driven by strong performances in Singapore, Indo-China and Papua New Guinea. In Vietnam, beer consumption continued to grow (+10 per cent), in particular in the mainstream segment. APB posted volume, revenue and profit gains as a result of the growth in Heineken and Larue volumes. In Singapore, profit of Asia Pacific Breweries (Singapore) increased 25 per cent driven by a 3 per cent higher domestic and export volume, better prices and costs savings. Volume of the Tiger brand increased, driven by a new advertising campaign and football sponsorships. The Heineken brand performed well thanks to the success of the Heineken Green Room, Formula One Rocks and other music events. The portfolio of imported brands was extended with Bulmer's Original cider, Newcastle Brown Ale and John Smith's bitter from Heineken UK. United Breweries Limited (UBL) is the market leader in India with a market share of 48 per cent and sells the leading and only national beer brand Kingfisher. Heineken holds a 37.5 per cent stake in the company. The company continued to enjoy double-digit volume growth, and in the quarter ended 31 December 2009 reached a market share of 53 per cent. Profitability improved as a result of volume growth and improved efficiency. On 7 December 2009, Heineken signed a new shareholders' agreement with Dr. Vijay Mallya, in respect of UBL. The new agreement creates a strong partnership that will drive In Papua New Guinea, one of APB's most profitable beer markets, South Pacific Brewery's revenue increased 20 per cent driven by a 4 per cent higher volume and price increases. In particular, SP lager, the country's leading beer brand, reported strong volume growth. Profit increased substantially. To keep pace with volume growth SPB started an investment programme to expand and upgrade its two breweries. In China key focus is on the premium brands Tiger and Heineken, whilst exposure to the extremely low margin mainstream segment remains intentionally limited. Operating profit improved substantially, thanks to better pricing, improved sales mix and intensified distribution. However, overall, it remained slightly negative. Volume of Thai APB, in which APB holds a minority stake, suffered from a declining beer market due to the political and economic environment, regulatory restrictions and a drop in tourist numbers. growth in one of the world's fastest-growing and most exciting beer markets. An agreement was also reached on the key terms for brewing and distributing the Heineken brand by UBL in India. In addition, Heineken acquired APB's breweries in India in February 2010 and intends to transfer these to UBL during 2010. India has a population of more than 1.1 billion of whom 70 per cent are younger than 30 year of age. In 2009, the beer market totalled 14.4 million hectolitres. Beer consumption is still low at 1.3 litres per capita, but has been growing by double digits annually. Consolidated beer volume grew both in Indonesia and Nouvelle Caledonie. Revenue and EBIT of Multi Bintang Indonesia grew double digits driven by price increases across the entire portfolio, a better sales mix and cost control. EBIT of Grande Brasserie de Nouvelle Caledonie increased strongly due to higher volume, a better sales mix, increased distribution and higher prices.

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