Europe 47.2 78.6mhl 39.3% 10.6mhl €10,112 m €1,261 m 35.2% 20 Regional Review (continued) Europe delivered strong results. The strategy to invest in our brands, premiumisation and innovation, combined with a strong focus on operational excellence, is paying off. OA)L'rf"'S!- With Birra Moretti Regionali we are premiumising a strong mainstream proposition. These extensions contain local ingredients typical for the region. Heineken® Forwardable Bottle (FoBo) Launched in France, people can leave a message for the next consumer with FoBo. It reduces CO2 by over 70% compared to a one-way bottle. HEINEKEN has teamed up with Deliveroo to offer home deliveries of its beers and ciders in the UK. U Heineken NV. Report of the Report of the Financial Sustainability Other Annual Report 2016 Introduction Executive Board Supervisory Board Statements Review Information Volume across the region grew slightly with continued positive momentum in our largest markets, including France, Italy, Spain and the Netherlands. In most markets, we observed some recovery of the on-premises business, which supported our channel mix. Our performance in the UK was resilient with volumes in the premium segment accelerating further. Our UK pub estate continued to outperform its tenanted peers and remains a strategic asset. Heineken® outperformed the portfolio, benefiting from innovations such as H41 and Heineken® Extra Fresh. In addition, successful local activations in France and the UK boosted sales. Desperados continued to thrive, notably in Spain, Germany, France and Poland. Great progress was made in leveraging our local presence and local brands into appealing premium propositions, such as Birra Moretti Regionali in Italy, Sagres Bohemia variants in Portugal, Zywiec variants in Poland, Brand variants in The Netherlands, and several 'retro' innovations across Eastern Europe, including Zlaty Bazant '73 in Slovakia and Zagorka Retro in Bulgaria. Our cider strategy is working as we leverage our number one international cider brand Strongbow Apple Ciders and its flavour innovations. Our cider volume grew double digit outside the UK with particularly strong performance in Ireland, Romania, the Czech Republic and Poland. In the UK, we gained share, with growth fuelled by Strongbow Dark Fruit and Cloudy Apple. Our low- and no-alcohol proposition now represents around 5% of European consolidated beer volume. In 2016, we were recognised with an EU Sustainability Energy Award for our zero carbon brewery in Göss, Austria. In addition, after the installation of 13,000 solar panels in Italy, our brewery in Massafra is now the largest solar brewery in the world. Key brands Heineken®, Cruzcampo, Birra Moretti, Zywiec, Strongbow Apple Ciders Consolidated beer volume (2015: 76.6mhl) Heineken® volume in premium segment (2015: 10.2mhl) Consolidated beer volume as of total (2015: 40.7%) Revenue (2015: €10,227m) Operating profit (beia) (2015: €1,196m) Operating profit (beia) as of total (2015: 35.4%) Regional revenue as of total ■v U

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2016 | | pagina 21