Embracing
Diversity in
I I Central and
Eastern Europe
BUSINESS
It is HEINEKEN's second largest
region by volume - and also
the most diverse. The key to
success in Central and Eastern
Europe, says Regional President
Jan Derek van Karnebeek, is
embracing this diversity and
responding with innovation.
In 2011, HEINEKEN's group beer
volume increased by 6.5% in the
Central and Eastern Europe (CEE)
region, and 2012 first quarter figures
show continued growth in a market
with historically high per-capita beer
consumption levels. At the same time,
a wealth of successful innovations have
emerged from and been incorporated
into the territory, improving and
diversifying consumer experiences while
contributing to top-line growth. As the
economies and consumers of the region's
younger markets develop, embracing
internationalism and new experiences, the
future looks bright.
Understanding Diversity
"Central and Eastern Europe is a diverse
region; it's not a 'one-size-fits-all'
Young market economies in Central
and Eastern Europe are embracing
internationalism and new experiences
Quarter 3 2012 World of HEINEKEN I 11
