Shape the cider category 11 Our business priorities (continued) As the market leader in cider, we continue our journey to build a truly global category through a portfolio of great brands. Ier brand. )ur lai iverse cate< Heineken NV. Report of the Report of the Financial Sustainability Other Annual Report 2016 Introduction Executive Board Supervisory Board Statements Review Information Until recently, cider has been relatively unknown in many markets and its potential largely untapped. We are determined to change that. In 2016, we unlocked technical and cost barriers to growth. Our portfolio expanded to new markets, led by Strongbow Apple Ciders, our flagship brand, as well as Blind Pig, Stassen, Bulmers, Old Mout and our newest brand Orchard Thieves, which was launched in five new markets. Around the world, more consumers are discovering the appeal of cider. Outside the UK, cider delivered double digit volume growth. Performance was particularly strong in Ireland, South Africa, Romania, Czech Republic, Russia and Mexico. In Asia Pacific, Strongbow Apple Ciders has now been rolled out in five markets and has shown encouraging early signs. In the UK, the home base of cider, we gained market share driven by the continued success of Strongbow Dark Fruit, Strongbow Cloudy Apple and Old Mout. New flavours and crafty brands are expanding the cider market and differentiating cider from other alcoholic beverages. Our world-class Stassen innovation centre in Aubel, Belgium continues to focus on developing new tastes to excite the consumer. A FRESH REMIX ■sl R0KC BO*

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2016 | | pagina 12