Regional Review continued
Americas
Imported beer
The Americas remains one of our most profitable regions, aided by popularity of mini-kegs and the ‘halo effect’ of the introduction of Heineken Premium Light. Import and specialty beers perform strongly in the USA. Americans know that their Heineken beer they drink has been imported.
- Revenue
- €2.0 billion
- EBIT
- €267.2 million
- EBIT (BEIA)
- €267.2 million
- Consolidated beer volume
- 13.2 million hectolitres
- Heineken group volume
- 8.6 million hectolitres
Consolidated beer volume In millions of hectolitres
The Americas is one of our most profitable regions. The position of the Heineken brand is strong and was further bolstered by the successful launch of Heineken Premium Light, the success of the FEMSA portfolio in the USA and by a strong performance in Latin America.
The Americas reported robust revenue growth of 14 per cent. All major markets in the region developed well. The USA, Canada, Chile and Argentina all turned in strong volume growth, up 12 per cent.
The Heineken brand grew 17 per cent to 8.6 million hectolitres, supported by the growth in the USA and the excellent performance in Canada and Chile.
“ The Americas contributed almost 40 per cent to the volumes of the Heineken brand in the international premium segment. I am proud of the growth achieved by this brand in our region and I am also confident that improvements in the route-to-market we are pursuing in a number of important markets in Latin America, will allow us to capitalise on the preference consumers give to our iconic brand.”
In the USA, the Heineken brand grew by over 1 million hectolitres, the biggest jump ever. The introduction of Heineken Premium Light in the USA met with resounding success, selling 680,000 hectolitres since its launch in March and helping to lift the growth rate of Heineken Lager.
In Canada, Heineken brand volumes enjoyed double-digit growth, reaching 0.4 million hectolitres, benefiting from the sterling efforts of our partner, Molson Coors.
Despite the high marketing investment in Heineken Premium Light, the higher costs of packaging and overall supply-chain costs, the region’s EBIT was slightly up. This is due to the increased volume and better pricing achieved across the region. Fluctuations in exchange rate had a slightly negative effect at net-profit line.
