Western
Europe
r*
Regional Review continued
"Through product innovation,
continued brand investment
and forging strong partnerships
with modern-trade retailers
we have further reinforced
our leadership positions across
the region."
€964 million
8.0 million hectolitres
€7,785 million
€740 million
25.8 per cent
44.3 million hectolitres
Didier Debrosse
President Western Europe
EBIT (beia)
Heineken volume in premium segment
Revenue
(3
EBIT
Consolidated beer volume as of Group
Heineken N.V. Annual Report 2012
1 MM'
llrit
Consolidated beer volume
roup beer volume declined
I organically by 2 per cent.
I Beer markets in the region
were adversely impacted by
challenging economic conditions, rising
VAT and beer excise rates in several markets
and declining consumer spending in
on-premise channels.
Despite these challenges, regional volume
performance was resilient, contributing to share
gains in the UK, France, Ireland and Belgium
and stable market share in the Netherlands.
In December 2012, the French government
approved a 160 per cent increase in the beer
excise tax rate, effective from 1 lanuary 2013.
The effect of stock building in France in the
fourth quarter of 2012 (ahead of the planned
excise duty increase), is estimated to have
increased regional group beer volume by
0.5 per cent in 2012. There was a corresponding
0.5 per cent negative impact to 2012 regional
beer volumes following the planned withdrawal
of a product in the high-promotion discounter
channel in Finland.
Key brands
