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%)

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