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Heineken Increases Irish Market Share

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Heineken Increases Irish Market Share

Heineken Increases Irish Market Share
February 14
10:21 2014

Despite a decline in the overall Irish beer market during 2013, Heineken Ireland has made market share gains and continues to extend its leadership of the lager segment. Covering both the Republic of Ireland and Northern Ireland, Heineken Ireland employs 544 people and maintained its revenue at €477 million in 2013, driven by robust company investments behind its brands.

The portfolio includes Heineken, Coors Light, Amstel, Fosters, Beamish Stout, Murphy’s Stout, and a full range of specialty beers, which includes Desperados, Paulaner, Moretti, Sol, Tiger and Zywiec.

The company’s portfolio of beers increased its value share of the market and now possess a value share in excess of 46% of the lager market inIrelandprimarily driven by the success of the Heineken brand. The Heineken brand remainsIreland’s leading lager, with a 33% value share of the lager market. One third of all consumer spend on lager is focused on the Heineken brand.

Maggie Timoney (pictured), chief executive of Heineken Ireland, comments: “2013 has been another year of strong progress for Heineken Ireland which has seen us grow our market share in both volume and value terms in a beer market that experienced a decline of 3.2% in 2013. Our sustained, high impact commercial programmes continue to deliver across our main brands and helped our company extend its leadership within the lager segment.”

Irish beer market volumes in 2013 declined by 3.2% to 4.21 million hectoliters. The value of the total beer market inIrelandnow stands at €2.5 billion, representative of an increase of €50 million or 2.8% in value terms, primarily driven by the increased growth of the on-trade.

The 2013 beer market split remains similar to 2012, with the pub trade still dominating, accounting for 62% of the Irish beer market, with the off trade commanding a 38% share.

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