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