A 'I k a
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32
Americas
Continuing our profitable
growth journey
36.4%
,v<
€1,531m
“The majority of our operating
companies in the Americas are
gaining market share while
delivering profitable growth. Our
focus remains on premiumisation,
led by Heineken®, and innovations in
beer and beyond to meet the
evolving needs of our consumers and
customers. Additionally, we’ve made
further progress in expanding our
digital routes, enhancing strategic
capabilities, and investing in Brew a
Better World initiatives.”
88.4mhl 23.7mhl
€10,469m 35.9%
Introduction
MS LOU IS.
ifeinekei
(2022: €9,421m)
ieineker
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
Marc Busain
President, Americas
Given the Americas region stands as the most
important profit pool for global brewers, we are
leveraging our momentum by scaling premium,
stepping up innovation, digitising our route-to-
consumer, and improving profitability through near
shoring our sourcing and enhancing our returnable
packaging mix. Across the majority of our markets,
we have not only gained market share but also
improved financial results compared to 2022.
Despite facing challenges and the inflationary
pressure on disposable income, 2023 witnessed robust
growth in our premium portfolio. The Heineken®
brand reached high single-digit volume growth,
experiencing substantial growth in Brazil and
successes in markets like Panama, Ecuador and
Argentina. In 2023, the Amstel brand achieved similar
levels of success, representing more than half of the
global Amstel volume.
We observed continuous growth in no-alcohol beer
(+23% compared to the previous year), with an
intentional focus on responsible consumption and
moderation. This was demonstrated by Heineken® 0.0
being the first non-alcoholic brand advertising at the
Super Bowl in the US, teaming up with Marvel Studios’
‘Ant-Man and The Wasp: Quantumania’ on a
campaign that focused on drinking (and shrinking)
responsibly. Tecate 0.0 was also launched in Mexico
this year.
The evolution of our beyond beer portfolio includes
sustained investments in Lagunitas Hoppy Refresher
and successful launches in the RTD segment with line
extensions such as Red Stripe Rum available in Punch
and Mojito in the US, Rum Stripe available in
Cranberry and Coconut Pine in Jamaica, and Amstel
Vibes available in Strawmelon and Lemon in Brazil.
In the US, we introduced Heineken® Silver with
significant activations throughout the year, including
sponsorships at Coachella Valley Music, the US Open
Tennis, and F1™ races. Notably, we served as the title
sponsor for the highly anticipated F1™ Heineken®
Silver Las Vegas Grand Prix in November.
Progressing toward our Brew a Better World
ambitions, Brazil is scaling up its activities anchored
in three pillars: circularity, urban reforestation and
renewable energy. One of the campaigns in 2023
was the installation of a Heineken® Floating Bar in
the Pinheiros River in Sao Paulo, with all sales proceeds
supporting the SOS Mata Atlantic, a partner NGO,
in their efforts to clean the river. Mexico is leading
globally with an average of 2.4 hl/hl on water usage,
implementing water balancing projects such as
reforestation and soil conservation in Monterrey,
conservation agriculture in Toluca and Guadalajara,
and Ecological Restoration in Tecate.
2023 also saw rising revenues generated by our eB2B
platforms, with a growing number of customers now
ordering on our platforms. Approximately 60% of our
revenue in the fragmented trade channel is now
digital revenue. Brazil onboarded all indirect
distributors into our eB2B platforms, with more than
265,000 active customers connected at year end.
Heineken
N.V.
Annual
Report
2023
Heineken® volume
(2022: 22.2mhl)
Consolidated
beer volume
as of total
(2022: 34.4%)
Key brands:
Dos Equis
Heineken®
Heineken® Silver
Tecate
Amstel Lager
Operating
profit (beia)
(2022: €1,391m)
Continuing our commitment to expanding market
share, this year we announced a groundbreaking
investment of €430 million to establish a new brewery
in Mexico. The construction is set to take place in
Merida, Kanasin municipality, marking our first
brewery in the country’s southeast region. This project
aligns with our EverGreen ambitions, establishing a
new standard for sustainable brewing. Furthermore,
through ongoing investments, such as the can
manufacturing factory in the Mexican state of
Chihuahua, the Passos Brewer in Brazil, and line
expansions across Central America and the Caribbean,
we are advancing to better serve customers, seize
growth opportunities, and reinforce the strategic
role of the Americas for the company.
We also continued to drive our Diversity, Equity and
Inclusion (DEI) initiative with the aim of cultivating
an inclusive environment where everyone belongs.
Moreover, we are enhancing our efforts in Talent
Management with the launch of our New Heineken
Potential Model, with Mexico and Brazil leading the
way in engaging leaders and providing training,
coaching and support.
Consolidated
beer volume
(2022: 88.5mhl)
Net revenue (beia) Operating
(2022: €9,421m) profit (beia)
as of total
(2022: 31.6%)
Despite increased volatility in Haiti and Suriname,
we continue to perform well in the Caribbean.
Our local sourcing initiatives across the region
are positively impacting input costs, with notable
contributions from local and regional sourcing
of bottles and malt in Brazil in 2023.
