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.