€7,456m
42.2m
21.6
7.6m
Western Europe
€853m
"The region is now the company's leading source for innovation revenue.
We intensified our focus on driving down costs and reinvested savings
to strengthen our brands, enhance sales effectiveness and create exciting
new categories."
Alexis Nasard, President Western Europe Chief Marketing Officer
Key highlights:
TCM2 savings exceeded €65 million
High rate of innovation driven by launch of Radler in 9 countries
Heineken® 'Green month' in-store promotions outperformed non-participating stores by up to 40%
HECTOLITRES
HECTOLITRES
Contents
Overview
Report of the
Executive Board
Report of the
Supervisory Board
Financial
statements
Other information
Group revenue
Group revenue as of total Key brands
Group beer volume
Group beer volume as of total Heineken® volume in premium segment
Group operating profit (beia) Group operating profit (beia) as of total
Read our regional announcement in full:
theHEINEKENcompany.com
AMSTEL
Heineken N.V. Annual Report 2013
21
