HEINEKEN invested
i more than €500 million
in the region in 2012
BUSINESS
now. The population is growing; African
economies have been outgrowing
Europe's for years and politically, more
and more countries are stabilising," Siep
explains.
Unprecedented Performance
On almost all parameters, including
brand growth and profit, HEINEKEN in
Africa consistently records high single-
to double-digit growth. "At the moment,
we're working hard to match capacity
to the demand in our fastest growing
countries: Democratic Republic of the
Congo (DRC), Nigeria, Rwanda, Burundi
and Algeria.
"With African economies recording
growth rates upwards of 6% per year,
premium products are becoming
increasingly attractive to a larger
number of people who can afford
them," Siep adds. "In Kenya, for
example, we are testing the market with
the Heineken® brand. In Algeria, the
Heineken® brand is skyrocketing. And in
South Africa, we're recording 20% brand
growth in the premium segment and 7%
general growth."
Committed to Communities
At the peak of the HIV/Aids epidemic
in Africa, HEINEKEN's employees
experienced the devastating effects of
the disease, which posed a potential
threat to the sustainability of the
business. "We took matters into our
own hands and started treating people
in the breweries. When we discovered
that affordable and reliable healthcare
wasn't only essential to these workers
but also what everyone wanted, we
started to offer such services in all our
breweries across the continent."
HEINEKEN now has 26 clinics,
employing 13 doctors and 80 nurses.
In Africa, some 30,000 employees and
their dependents enjoy healthcare
provided by the Company. In May
2012, HEINEKEN won the prestigious
GBCHealth Business Leadership Award
at the Global Business Community's
annual conference in New York City,
'for its enduring commitment to,
and excellence in, its support for
health-related programming for its
empio;
comm
additie
Africa
millior
includ
in Nigi
Susta
HEINE
cut ac
from I
invest
about
regior
confic
of 60^
"We c
growt
and, c
local
leade
profe
By 20
mane
consi:
sense
in ex[
peop
Inno
In 20
billioi
youn
alrea
"So y
urbai
climt
pote
Of e\
cons
comi
brew
new
segn
inno
are i
is cri
look
they
to in
so w
brar
The
in N
I The latest print campaign for Maltina, a
I popular natural malt drink
and exports to virtually all other African
countries. HEINEKEN has a strong
portfolio of regional brands. These
include Gulder, Maltina, Mützig, Primus
and Star, which make up 66% of total
volumes.
"We've built an integrated system of
people, business and sustainability
to help drive rapid growth. Of course,
there are setbacks every now and then,
but in the end, the foundations of our
operations are strong and resistant
to obstacles. From the moment we
set foot in the African market, we've
been preparing for the continent's
population increase, economic growth
and political stability. That moment is
The latest campaign for
Gulder, a premium brand in
Nigeria and Ghana
World of HEINEKEN Quarter 4 2012
