Deliver top line growth
Our strategy is to lead the global
premium segment in beer and cider
by leveraging the strengths of
Heineken®, our international and
local brands. Our goal is to be number
one, or a strong number two, in the
markets where we compete with
a full brand portfolio.
Our brands are the drivers
of our top line growth-
Global
brand
International
brands
Low- and
no-alcohol
International
craft
Global
cider
Heineken® and international
brands growth
Consumer trends and behaviours
Continue to shape the cider category
Connecting in a digital world
O O Qs
Report of the Executive Board^^^M Report of the Supervisory Board
Further information about our brands at:
theheinekencompany.com/our-brands
Hdnck
Heineken N.V. Annual Report 2019 ^10^
Financial Statements Sustainability Review Other Information
In 2019, the Heineken® brand volume grew by 8.3%,
the best performance in over a decade. The brand
grew across all regions with double-digit growth in
over 40 markets including Brazil, Mexico, South Africa,
Nigeria, the UK, Romania and Germany. Heineken®
0.0, now available in 57 countries, continues to
gain traction.
Our international brands portfolio includes
Amstel, Desperados, Sol, Tiger and Birra Moretti.
Together these brands are a strong driver of
premium revenue growth. In 2019, the volume of our
international brands portfolio grew high-single digit,
driven by the double-digit growth of Tiger and Amstel.
Consumer tastes and preferences continue to evolve
and shape the industry.
International craft is an important category for us.
It complements the growing international premium
beer segment and puts beer at the centre of the
conversation for a broad group of discerning consumers.
Our craft volume grew mid single-digit to 5.6 million
hectolitres with a double-digit expansion in Europe
compensating for lower volume in the Americas.
Globally, consumers are seeking variety. Our consumer-
oriented approach has deepened our understanding
of this market and accelerated international growth
of our craft range. The biggest growing beer style
is wheat beer and the fastest is IPA. We cover
these segments with our international craft brands
Lagunitas and Edelweiss. In 2019 new local craft
brands such as Oedipus in the Netherlands and Gallia
in France joined our craft portfolio.
We are successfully scaling local authentic brands like
Ichnusa and Messina in Italy and line extensions of
local brands such as Brand IPA in the Netherlands and
Zywiec APA in Poland.
The public focus on health and wellness is driving
growth in low- and no-alcohol drinks. Health conscious
consumers want variety and we are meeting this
through innovation in low- and no-alcohol beers,
Radlers, dark and clear malts and malt-based
energy drinks.
Volumes in our low- and no-alcohol portfolio increased
high-single digit, delivering 14.1 million hectolitres
in 2019.
We are expanding at scale and speed in the no-
alcohol segment. The no-alcohol portfolio grew
double digit, driven by Heineken® 0.0, other line
extensions of leading brands and beer mixes. Our Zero
Zone products are alive in more than 20 countries,
offering consumers a compelling range of no-
alcohol beverages.
Demand for variety in flavours and tastes has made
Cider the fastest growing category in alcoholic
beverages. Albeit still relatively small, we are shaping
the cider category in many markets where modern
cider is new, such as Spain, Vietnam and Mexico.
We are strengthening our position in more mature
cider markets, such as South Africa and Ireland, with
our global brands Strongbow and Orchard Thieves.
Active in over 40 markets, our cider volume was stable
and reached 5.6 million hectolitres in 2019. Volume
increased double digit outside the UK, with South
Africa and Russia in the lead. In the UK, volume
declined high single-digit mainly due to a challenging
comparable versus last year. We now locally produce
Cider in 18 markets.
We want to be the best connected, most relevant
brewer for consumers living in the digital age.
Read more about how we are getting closer to
consumers and customers on page 21
