BUSINESS
With dramatically increased storage
capacity, off-site stock monitoring by
breweries for no-fuss restocking and
highly efficient cleaning processes, this is
a great example of pioneering technology
and aesthetics working together to
produce tangible results: of the 135
outlets equipped with the Orion system,
more than half were newly won customers
for HEINEKEN, and all customers saw
double-digit draught sales increases.
"Elsewhere, the Romanians and
Bulgarians pioneered beer in PET plastic
bottles, overcoming consumer prejudices
by creating an attractive bottle and
proving you can deliver very high-quality
beer in PET. They created a unique
consumer experience, where you share a
bottle over dinner with friends - like you
would with wine."
And the success stories continue. Across
the CEE market, beer and natural lemon-
juice mix Radler has proved a raging
success, using different beer brands
regionally but sticking to the same
concept, executed with real commitment.
In the high summer season of 2011,
Radler accounted for 11% of total
Company sales in Slovakia - in spite of
only being launched there in March that
year. Overall, Radler contributed more
than 400,000 hectolitres of additional
volume to the region in 2011, significantly
increasing market share in Austria,
Hungary, Slovakia and Croatia.
In Poland and Russia, tequila-flavoured
beer Desperados is doing especially well,
and is making headway into Austria:
"People are looking for new drinking
experiences. Younger Eastern Europeans
really connect with the Desperados
brand," says Ian Derek. The launch of
Strongbow Gold in Hungary - which
kicked off with a highly successful viral
campaign - is another opportunity for
expansion in the region.
"Ultimately, all these products are value-
enhancing from HEINEKEN's point of
view but also from the customer point
of view: because you're offering a richer
experience you can command a higher
price."
HEINEKEN's global
brands and local
portfolios have
contributed to
significant growth in
the region, with Radler
alone adding 400,000
hectolitres In 2011
Quarter 3 2012 World of HEINEKEN 13
