Reach
As at 31 December 2006
1. Western Europe
Heineken is Western Europe’s largest and leading beer brewer. We have market leadership positions in the Netherlands, Spain and Italy and we are the number two player in France, Ireland and Switzerland. Heineken, and in some cases Amstel, are also brewed under licence or imported into several other Western European markets.
2. Central and Eastern Europe
Brau Union is Heineken’s Central European operating company and the largest brewing group in Central Europe, leading in Greece, Austria, Romania, Slovakia, Bulgaria and Macedonia. We are the number two player in Poland. Brau Union has also strong market positions in Russia, Germany, Hungary, Croatia and the Czech Republic.
3. The Americas
Heineken has built a strong position in the Americas, with exports to the USA, Central America and the Caribbean. Heineken also owns a number of breweries in the Caribbean and Central America and has interests in and licensing agreements with several breweries in Central and South America. The agreement of Heineken USA and FEMSA Cerveza in Mexico makes Heineken the exclusive national importer, marketer and seller of FEMSA’s brands. Our interest in CCU has strengthened our position in Chile and Argentina.
4. Africa and the Middle East
Heineken has owned breweries and has enjoyed substantial market positions in several African countries for more than 50 years. In Africa we brew a variety of local brands and in some countries Heineken and Amstel beer are also brewed locally. Most of the operating companies also produce and market soft drinks. In South Africa, Amstel is brewed and distributed under licence.
5. Asia Pacific
Underpinning our position in the region is our Singapore-based joint venture with Fraser & Neave, Asia Pacific Breweries (APB). It operates 23 breweries in Singapore, Malaysia, Thailand, Vietnam, Cambodia, China, New Zealand, Papua New Guinea, India and Sri Lanka. Heineken is brewed at several of APB’s breweries throughout the region. In addition, we have our own breweries in Indonesia and on New Caledonia. We also import Heineken into the region. Heineken beer has a strong market position, particularly in Thailand, Vietnam, Hong Kong, Australia, New Zealand, Singapore and Taiwan.
Geographical distribution of Consolidated beer volume
| In millions of hectolitres | 2006 | 2005 | % |
| Western Europe | 32,100 | 31,896 | 0.6 |
| Central and Eastern Europe | 46,925 | 39,308 | 19.4 |
| The Americas | 13,197 | 11,782 | 12.0 |
| Africa and the Middle East | 13,281 | 11,559 | 14.9 |
| Asia Pacific | 6,402 | 5,976 | 7.1 |
| Consolidated beer volume | 111,905 | 100,521 | 11.3 |
