Countries and Brands
Other information
As at 31 December 2010
At Heineken we aim to be a leading brewer in
each of the markets in which we operate and
to have the world's most prominent brand
portfolio. The tables in this section show our
breweries and brands worldwide.
148
1. Western Europe
Heineken is Western Europe's largest and leading beer brewer.
We have market leadership positions in the UK, France, Italy and
the Netherlands and we are the number two player in Belgium,
Finland, Ireland, Portugal, Spain and Switzerland. Heineken
is also brewed under licence and various Group brands are
imported into several other Western European markets.
2. Central and Eastern Europe
Heineken is the largest brewing group in Central Europe, leading
in Greece, Austria, Slovakia, Bulgaria and FYR Macedonia. We are
the number two player in Poland, Romania, Croatia and Hungary.
Heineken has strong market positions in Russia, Germany, Serbia,
the Czech Republic and Belarus. Heineken, and in some cases
Amstel, are also brewed under licence or imported into several
other Central and Eastern European markets.
3. Africa and the Middle East
Heineken is also very successful in Africa and the Middle East.
We have owned breweries and have enjoyed substantial
market positions in several African countries for more than
50 years. As well as brewing a variety of local brands, we
also brew and export the Heineken and Amstel brands across
the region. Most of the Operating Companies also produce
and market soft drinks.
4. The Americas
The position of Heineken in the region was strengthened
in 2010 with the acquisition of the beer operations of FEMSA.
These included a strong number two position in Mexico and
a position in Brazil, plus the significant volume from the export
activities of brands such as Sol, Dos Equis and Tecate. Heineken
also has a number of breweries in Panama, Surinam and
the Caribbean territory and a strong export presence in the
USA, the Caribbean and Latin America. Significant interests
also exist in Compania Cervecerias Unidas (CCU) in Chile
and Argentina, and in Cerveceria Costa Rica (CCR). In addition,
the Heineken brand is brewed under licence in a number
of markets, most notably Canada.
5. Asia Pacific
Underpinning our position in the region is our Singapore-based
joint venture with Fraser and Neave, Asia Pacific Breweries
(APB). It operates breweries in Singapore, Laos, Malaysia,
Mongolia, Thailand, Vietnam, Cambodia, China, New Zealand,
Papua New Guinea and Sri Lanka, and as from February 2010
also in Indonesia and New Caledonia.1 Heineken is brewed at
several of APB's breweries throughout the region. In India, we
have a 37.5 per cent stake in United Breweries Limited (UBL) and
a 50/50 (voting interest) joint venture in Millennium Alcobev with
UBL. UBL is the market leader in India. We also import Heineken
into the region. Heineken beer has a strong market position,
particularly in Thailand, Vietnam, Australia, New Zealand,
Singapore and Taiwan.
Geographic distribution of consolidated beer volume
2010
2009
Western Europe
45,394
47,151
31.1
Central and Eastern Europe
42,237
46,165
29.0
Africa and the Middle East
19,070
19,820
13.1
The Americas
37,843
9,430
25.9
Asia Pacific
1,328
2,681
0.9
145,872
125,247
100
1 On 10 February 2010 we transferred a significant part of our controlling interest in PT Multi Bintang Indonesia
and our controlling interest in Grande Brasserie de Nouvelle Calédonie to APB.
