31.1mhl €3,205m
12.9% €1,085m
6.2mhl
27.0%
M Lj
Asia Pacific
Heineke:
"IF YOU'RE
GONNA DRINK...
THINK.
PLAN BEFORE YOU DRIVE"
We delivered strong growth
in volume, revenue and
profit underpinned by
continued good performance
of the Tiger brand.
r£4
O O Qs
Report of the Executive Board
Report of the Supervisory Board
Financial Statements
Sustainability Review
Heineken N.V. Annual Report 2019
Other Information
The Asia Pacific region delivered double-digit
volume, revenue and profit growth with
simultaneous accelerated performance across
multiple countries.
In Vietnam, beer volume increased double-digit.
This was on the back of continued favourable
beer market conditions and execution of our
portfolio expansion strategy following integration
of HEINEKEN Hanoi to create one combined
HEINEKEN Vietnam business. We expanded our
portfolio with the successful launch of Heineken®
Silver, a new smooth and easy-to-drink 4% ABV
beer which retains the signature Heineken®
full-bodied taste.
In Cambodia, beer volume saw strong double-digit
growth, driven by Anchor and Tiger in an expanding
beer market.
We continued to grow strongly in Myanmar and
launched a new local brand, Bawdar, supplementing
the portfolio.
We completed the transfer of our HEINEKEN China
business to China Resources Beer in the first half
of 2019. This long-term strategic partnership will
significantly expand the availability of Heineken®
and some of our other international brands in the
growing premium beer category.
In Malaysia, the business delivered high single-digit
volume growth with a balanced portfolio strategy.
In Singapore, beer volume grew mid single-digit and
the Tiger range was expanded with the launch of
Tiger Crystal.
Tiger's double-digit growth continued, exceeding
14 million hectolitres, and we launched Tiger Crystal
in Singapore, Malaysia, Laos and Sri Lanka in 2019.
The Tiger Street-football platform was activated
in four countries and our Tiger Roar campaign was
unveiled in a further three countries following its
successful launch in 2018.
Heineken® returned to growth in 2019 for the first
time since 2016, driven by improved performance
across multiple countries.
We continued to rollout Heineken® 0.0 with
launches in India, Australia, Thailand, Singapore
and Malaysia.
Heineken® was one of the main sponsors of the
successful Rugby World Cup, hosted for the first time
in Japan. It delivered great experiences for visitors
and fans around the world, boosting sales in the
country to the highest level in 25 years.
Heineken® Silver launch
in Vietnam
Heineken® Silver was launched in
March 2019 in Vietnam, making it
the first ever country-specific variant
of Heineken®. With a lower ABV
of 4%, Silver has gained traction.
The brand, with its distinctive
balanced and low bitterness, has
been well received by consumers.
Heineken
Helnekc:
Heineken
ASXMGHMAMflE
Keys Down, Real Talk
DB Breweries in New Zealand continued
its successful anti-drink driving campaign,
'Keys Down, Real Talk'. It launched a
vlog series featuring iconic community
members who role model responsible
consumption. The initiative has reached
over 300,000 people.
Key brands
Heineken®
Anchor
Larue
Tiger
Bintang
Consolidated beer volume Net revenue (beia)
(2018: 29.0mhl) (2018: €2,919m)
Consolidated beer Operating profit (beia)
volume a of total (2018: €943m)
(2018: 12.4%)
Heineken® volume
(2018: 6.2mhl)
Operating profit (beia)
as of total
(2018: 24.8%)1
1 Restated for IAS 37.
