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Heineken Increases Global Market Share

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Heineken Increases Global Market Share

Heineken Increases Global Market Share
February 19
09:45 2013

Heineken increased revenue by 7.4% to Eur18.4 billion in 2012 as group beer volume grew 2.8% organically, with growth in four out of five regions, driving a gain in global market share. Organic revenue growth was 3.9% consisting of total consolidated volume growth of 1.5% and increased revenue per hl of 2.4%. Net profit more than doubled to Eur2.9 billion owing to a non-cash exceptional gain of Eur1.5 billion.

Despite the challenging trading environment, Heineken also managed share gains in many key markets in Europe, by continuing to invest in its brands and deepening its relationships with customers.

The launch of global brands such as Desperados, Strongbow Gold and Sol in new markets, as well as successful innovation such as ‘Radler’, all contributed to top-line growth. Innovation introduced in the market within the last three years now represents Eur1 billion, or 5.3% of revenues.

Jean-François van Boxmeer, Chairman and CEO of Heineken, comments: “2012 has been another year of strong progress for Heineken. Most notably, acquiring full control of Asia Pacific Breweries significantly expanded our exposure to growth markets and extended our business platform in Asia which, along with Africa and Latin America, continued to perform well in 2012. In the US, our portfolio strategy is working, combining a turnaround of the Heineken brand with continued strong growth of the Mexican brand portfolio.”

He adds: “Across the company we have reduced costs and improved operating efficiencies, delivering Eur196 million of pre-tax savings under our TCM2 programme. The Heineken brand continued its track record of outperformance, growing ahead of the global beer market and further extending its leadership in the International Premium Segment.”


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