Americas
24.3%
58.7mhl
29.3%
9.8mhl
€5,203m
€1,021 m 28.5%
18
Regional Review (continued)
The region experienced another strong year driven
by the portfolio strategy, Excellent Outlet Execution
and cost management initiatives. This translated into
strong revenue and profit growth. Tecate performed
strongly in both Mexico and the US.
Miami Marine Stadium
HEINEKEN USA's crowd-funding campaign to restore
this iconic stadium raised more than USD 100,000.
Dos Equis introduced the new Most Interesting Man
in the World, earning more than three billion impressions
across media channels.
TECATE,PGR UN MÉXICO
SIN VIÜLENCIA CONTRA LA MUJER.
Stand up to violence against women
Tecate's anti-gender violence campaign generated
10.7 million national media impressions and
won a Silver Lion at the Cannes Lions Festival.
Heineken NV.
Report of the
Report of the
Financial
Sustainability
Other
Annual Report 2016
Introduction
Executive Board
Supervisory Board
Statements
Review
Information
Mexico continued to perform strongly and
delivered further revenue and profit growth.
Despite a challenging macroeconomic
environment in Brazil, our premium brand
portfolio continued to outperform the
market, with sustained double digit volume
growth of Heineken®, and the successful
roll-out of Amstel. In the US, Heineken®
declined slightly, while the Mexican portfolio
continued to do well.
Lagunitas continued its strong performance
in the US where we outperformed the beer
category. The brand is also exported to
France, the Netherlands and Mexico. We are
seeing encouraging growth of Lagunitas
in the UK as well.
We continue to expand our portfolio of
brands with purpose. Tecate launched
a breakthrough campaign against
gender violence.
The Meoqui brewery, our seventh brewery in
Mexico, will be operational at the end of 2017
to satisfy growing demand. Its design is based
on the principle of the circular economy. It will
positively impact our distribution footprint as
it covers an area that has traditionally been
difficult to reach.
In 2016, HEINEKEN Mexico also became
a member of the Circular Economy 100
(CE100), the Ellen MacArthur Foundation's
pre-competitive innovation programme.
Key brands
Heineken®, Tecate, Amstel, Sol, Dos Equis
Regional revenue as of total
Consolidated
beer volume
(2015: 56.0mhl)
Consolidated beer
volume as of total
(2015: 29.7%)
Heineken® volume
in premium segment
(2015: 9.4mhl)
Revenue
(2015: €5,159m)
Operating profit (beia)
(2015: €904m)
Operating profit (beia)
as of total
(2015: 26.7%)