Asia Pacific 13.3% 17 27.0mhl 12.4% 6.3mhl (2016:6.6mhl) €2,996m (2016: €2,894m) €962m (2016:€927m) 24.6% (2016:25.8%) Regional Review (continued) Asia Pacific saw strong growth in volume, revenue and profit. The Tiger brand continued to perform very well across the region. TIGER D WHITE GO SMOOTH Report of the Report of the Financial Sustainability Other Introduction Executive Board Supervisory Board Statements Review Information Heineken N.V. Annual Report 2017 Key brands Heineken®, Anchor, Larue, Tiger, Bintang Regional revenue (beia) as of total (2016:24.4mhl) Consolidated beer volume (2016:12.2%) Consolidated beer volume as of total Heineken® volume Revenue (beia) Operating profit (beia) Operating profit (beia) as of total Our performance in the Asia Pacific region was primarily driven by double digit volume growth in Vietnam and Cambodia. The strong growth of Tiger in Vietnam was driven by execution and distribution expansion to secondary cities and rural areas. Significant new developments during the year included the merger of our Mongolian business with APU JSC, the country's leading beverage business. We also entered into a new Trade Mark Licensing Agreement for Heineken® and a distribution agreement for Birra Moretti to replace our joint venture HEINEKEN Lion Australia. Tiger's growth continued, with the brand selling 11.5 million hectolitres of beer in 2017. Tiger is continuing to engage millennial consumersthrough the 'Tiger Air-Ink' campaign as well as the announced six year partnership with WWF to save the wild tiger. Whilst Heineken® volume was under pressure in China and Vietnam, it experienced robust growth in other markets, and Heineken® Light was launched successfully in Indonesia. Anchor is performing well, with double digit growth driven by strong performance in Malaysia and Cambodia. We continued to invest for growth in the Asia Pacific region, including extending our brewing capacity in Vietnam and Cambodia. We opened a new brewery in East Timor and acquired the Tuatara craft brewery in New Zealand. We are developing a strong pool of local Asian talent, with over 100 Asia Pacific graduates in our accelerated talent pipeline. View case study online a Go Bold Go Smooth, Tiger Black and Tiger White APB Singapore took a bold strategy with the launch of two premium Tiger variants, Tiger Black and Tiger White, to excite and drive positive conversations among youngerconsumers. Itwasa successful campaign in termsof sales volumes, both in the on- and off-trade. Sand from bottles, not from beaches New Zealand beer brand DB Export launched Beer Bottle Sand, an initiative to decrease commercial dependence on beach-dredged sand and encourage Kiwis to recycle by creating a sand substitute from empty bottles, diverted from landfill. a Malaysia launch of Apple Fox Cider HEINEKEN Malaysia recognised the growing number of consumers that are discovering the appeal of cider and launched Apple Fox Cider in 2017 as a mainstream cider brand to complement Strong bow Apple Ciders, our premium cider brand offering.

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