83.3mhl (2017: 72.1mhl) 35.6% (2017: 33.1%) 11.5mhl (2017: 10.7mhl)
€6,781m (2017: €6,312m) €1,178m (2017: €1,188m) 29.6% (2017: 30.4%)
Regional Review (continued)
We delivered strong revenue and profit growth in the Americas,
driven by our focus on top line growth, maintained cost initiatives
and Excellent Outlet Execution. The Heineken® brand performed
particularly well, most notably in Brazil and Mexico, more than
offsetting the decline in the US.
Introductio^^^^^^^^^^H Report of the Executive Board^^^^^l Report of the Supervisory Board
Key brands: Heineken®, Tecate Light, Lagunitas, Schin, Red Stripe
Brazil, Mexico and Haiti delivered strong results.
The region successfully expanded volumes, revenue
and profit in 2018.
In Mexico, we continued to deliver robust volume
growth with excellent growth from Tecate and
Dos Equis, and double digit growth of Heineken®.
Our acquisition of Brasil Kirin in 2017 broadened
our reach across Brazil and the performance of
our extended premium beer portfolio - led by
Heineken® and including Sol, Eisenbahn and Baden
Baden - grew strongly. Our mainstream brands,
Amstel and Devassa, also continued to deliver
strong double digit growth. The ongoing arbitration
between Cervejarias Kaiser Brasil S.A. and the
Coke Distribution System in Brazil is still pending.
The US beer market continued to be challenging
and declined in 2018, weighing on our portfolio
of brands. We launched an integrated US-led
Heineken® marketing campaign in the summer
of 2018 with a series of television commercials,
digital spots and outdoor branding. In addition,
new US campaigns have been activated for
our Tecate and Dos Equis brands. Despite this,
our volumes declined in 2018.
Lagunitas continues to gain share in the
competitive US craft segment. Outside the US,
Lagunitas continues to grow double digit, with
local production outside the US for the first time.
The brand is now sold in over 25 markets,
with more planned for 2019.
In May 2018, we acquired a minority stake in
Belize Brewing Company Ltd., Belize's market
leader in beer. It has been an importer and
distributor of HEINEKEN brands in Belize (including
Heineken®, Amstel and Red Stripe) since 2016.
In February 2018, we officially opened our
new brewery in Meoqui, Chihuahua, Mexico.
The brewery, our seventh in Mexico, has a
production capacity of 6 million hectolitres per
year and produces brands such as Tecate, Dos Equis
and Heineken® for the Mexican market as well
as for export markets. The Meoqui brewery is the
largest greenfield project in HEINEKEN's history.
It has been constructed following circular economy
principles, focusing on renewable energy and
efficient water usage (see page 16).
Heineken N.V. Annual Report 2018
Consolidated beer volume Consolidated beer Heineken® volume
volume as of total
Net revenue (beia) Operating profit (beia) Operating profit (beia) as of total
Growth of Heineken®
brand in Brazil
Heineken® continued to grow double
digit, meeting consumers' demand
for a premium international beer.
"Con el alcohol...
No Te Pases" responsible
campaign in Mexico
We launched a new campaign about
intelligent alcohol consumption.
The goal of this campaign is to create
awareness about responsible alcohol
consumption, whenever alcohol
is being consumed or purchased.
The campaign will be communicated
during music festivals, sport events
and on digital media platforms.
The American actor, Danny Trejo,
is our ambassador who will bring
the campaign messages to life
and promote moderate drinking.