0
Strong growth in
premium beer
26
79.1mhl €6,319m
35.7%
15.9mhl 39.8%
€1,045m
3RINDE
DO BE
Americas
"Our people have shown great resilience throughout the crisis,
and together we have delivered strong growth in premium beer
led by Heineken®, launched successful innovations, and with
significant cost mitigations continued our profitable growth."
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Sustainability
Review
Other
Information
Marc Busain
President, Americas
Key brands:
Heineken®
Lagunitas
Dos Equis
Tecate
Schin
Consolidated beer volume
(2019: 85.6mhl)
Consolidated beer
volume as of total
(2019: 35.5%)
Heineken® volume
(2019: 13.4mhl)
Net revenue (beia)
(2019: 7,429m)
Operating profit (beia)
(2019: €1,204m)
Operating profit (beia)
as of total
(2019: 29.1%)1
1 Excluding Head Office Eliminations
In the US, Heineken® performed well driven by strong growth of
Heineken® 0.0, now the number one non-alcoholic brand in the
market with a premium positioning.
Water shortages are a recurrent issue
in Panama's suburbs, an ongoing
challenge to basic needs compounded
by COVID-19. This is why during the
peak of the dry season Cerveza Panama
launched the initiative "Apoyando a
Nuestra Gente" delivering drinking
water to communities in need, such
as San Miguelito, Tocumen, Chilibre.
In Mexico, the temporary ban on alcohol
production in April and May due to COVID-19
had a negative impact on the business.
Customers rebuilt inventories in June but
further restrictions were imposed by the
Mexican government in July. In September, we
launched our new hard seltzer brand,
Pura Pirana, in Mexico. It is a refreshing mix
of carbonated pure mineral water and a dash
of natural fruit flavours with 5% alcohol.
The result is a hard seltzer that is low in carbs,
low in sugar, low in calories and vegan-friendly.
In Ecuador, we
launched Heineken®
and Amstel and
commissioned a
canning line at our
Guayaquil brewery.
In November,
we extended our
partnership with
Molson Coors in
Canada, signing
a new multi-
year agreement
to manage
distribution and
sales of Heineken®,
Heineken®0.0, Sol,
Strongbow,
Birra Moretti,
Tecate, Dos Equis,
Murphy's Stout
and Newcastle
Brown Ale
until 2025.
In September, we entered
the Peruvian beer market
with the acquisition
of local beer brand,
Tres Cruces, and the
incorporation of its local
operating team in Lima.
We aim to build a
diverse portfolio in Peru
consisting of local beer
brands complemented
with our range of leading
international brands.
r\) o id I HOI <d' O St
To support Brazil's bars and restaurants, we initiated
the "Brinde do Bem" campaign. HEINEKEN pledged to
double the funds raised through the platform to support
bars and restaurants impacted by COVID-19.
In Brazil, Mexico and
the US, Heineken®
0.0 had a strong
performance in 2020.
ikiosftmi
FRUTOS
ROJOS
rORONJA
til HlTltl
□URAZNO
.5 CRLK
