Americas
27.8%
lagunitas
AGUA
16
72.1 mhl
33.1%
10.7mhl (2016:9.8mhl)
€6,258m (2016:€5,203m)
€1,188m (2016:€1,021m)
30.4% (2016:28.5%)
Regional Review (continued)
The Americas region continued its strong revenue and profit development,
driven by a focus on top line growth supported by stringent cost initiatives and
Excellent Outlet Execution. The Heineken® brand performed particularly well,
most notably in Brazil, Mexico and Argentina. The acquisition of Brasil Kirin
and full ownership of Lagunitas positions the region well for future performance.
PURIFICADA
IEINEKEN
Report of the
Report of the
Financial
Sustainability
Other
Introduction
Executive Board
Supervisory Board
Statements
Review
Information
Heineken N.V. Annual Report 2017
(2016:58.7mhl)
Consolidated beer volume
(2016:29.3%)
Consolidated beer
volume as of total
Key brands
Heineken®, Tecate Light, Schin,
Dos Equis, Lagunitas
Regional revenue (beia) as of total
Heineken® volume
Revenue (beia)
BREWING COMPANY
Lagunitas
In 2017, HEINEKEN acquired the
remaining shares in Lagunitas Brewing
Company. To maintain the Lagunitas
culture and free spirit, the company will
continue to operate as an independent
entity within HEINEKEN and will report
within the HEINEKEN Americas Region.
Operating profit (beia)
Operating profit (beia) as of total
Mexico, Brazil and Haiti delivered strong results.
The region successfully expanded volumes, revenue
and profit in 2017.
Mexico, our largest market in the region, continued
to deliver robust volume growth with excellent
growth from Tecate and Dos Equis.
During the year, HEINEKEN acquired Brasil Kirin, one
of the largest beer and soft drinks producersin Brazil.
This acquisition transforms HEINEKEN's business by
extending its portfolio and broadening its reach across
Brazil. The integration of our business in Brazil with
Brasil Kirin was successfully concluded ahead of our
expectations. Increased scale and a strengthened
brand portfolio will allowthe businessto accelerate
premiumisation particularly with Heineken® and Sol,
and enable further growth of the well-established
Schin, Bavaria, Kaiser, Amstel and Devassa brands in
the mainstream and value segments. The Eisenbahn
brand is ourfastest growing premium brand in Brazil
which sold more than 1 million hectolitres in 2017.
The US beer market declined in 2017, weighing
on our portfolio of brands. In this context,
effective marketing and strong sales execution
saw Heineken® lager return to growth, partially
offsetting declines of Heineken® Light.
In May 2017, HEINEKEN acquired the remaining
shares in Lagunitas Brewing Company.
Lagunitas has continued to outperform the US
craft beer market. Lagunitas isthe market leader in
the IPA segment, the fastest growing sub-segment
within craft.
In Mexico, HEINEKEN donated water to earthquake
survivors. HEINEKEN also supported communities in
Puerto Rico and St. Maarten who were affected by
hurricane Irma in 2017.
a Growth of Heineken®
brand in Brazil
In 2017, Heineken® continued to
grow double digit in Brazil, meeting
consumers' demand for a premium
international beer.
MÉXICO
Earthquake water
donations Mexico
HEINEKEN Mexico temporarily
transformed one of its breweries to can
and ship more than one million cans of
water to survivors of the earthquake.
We also made our Distribution Centres
available to serve as collection centres
for food, clothes, blankets, and
other items.
