Heineken strengthens position in Indian market Export and licensing operations In Taiwan, volume of the Heineken brand grew double digit thanks to penetration into new regional markets and expansion of the distribution in both the on- and the off-trade. The Heineken brand has very strong brand equity in the Taiwanese beer market. In South Korea, revenue was slightly lower organically. In Hong Kong, revenue declined slightly due to lower volume, which offset the price increase. The Heineken brand experienced a solid volume growth of 9.1 per cent in Australia. premium a C '?i'Ê ULT With a population of 1.1 billion, India is one of the fastest-growing and most exciting beer markets in the world. Consumption is being driven by a rapidly emerging middle class and a growing preference for beer over other beverages. In 2009, the market represented some 14.4 million hectolitres, a comparatively small volume given the country's large population. However, demand has soared in recent years, with India's per capita consumption of 1.3 litres increasing at double-digit rates year on year. Building on its existing presence in the market, in December 2009, Heineken announced a new partnership for growth with United Breweries Limited (UBL) and Dr. Vijay Mallya. Each of Heineken and Dr. Mallya holds a 37.5 per cent stake in UBL with the remaining 25 per cent held publicly. The new shareholders' agreement allows us to add value via the governance of UBL and includes key terms for the brewing and distribution of the Heineken brand in India. UBL's flagship beer is Kingfisher, the number one beer brand in India and leading Indian beer in the international market. As part of the agreement, Heineken acquired APB's operations in India in February 2010 and, in a subsequent transaction, Heineken will transfer these operations to UBL during 2010. At the same time, UBL will benefit from the strength of Heineken's global distribution network to deliver Kingfisher to new markets, around the world. "This is a tremendously exciting deal," says Onno Rombouts, Regional Commercial Manager Heineken Asia Pacific. "The potential for the Heineken brand in this largely untapped market is enormous and we have found Indian consumers to be immensely savvy about the brands they choose. We believe the combination of the Kingfisher and Heineken brands will fortify our ability to shape the premium segment and the overall beer market in India." www.annualreport.heineken.com Annual Report 2009 - Heineken N.V. 43

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2009 | | pagina 40