Regional Review continued
Asia Pacific
Significant success
Heineken maintained its position in the premium segment by engaging consumers in innovative and creative consumer connection programmes. Our Heineken brand has generated significant success in Thailand, New Zealand, Vietnam, China, Singapore and Malaysia.
- Revenue
- €0.6 billion
- EBIT
- €94.5 million
- EBIT (BEIA)
- €94.5 million
- Consolidated beer volume
- 6.4 million hectolitres
- Heineken group volume
- 3.5 million hectolitres
Consolidated beer volume In millions of hectolitres
Heineken’s history in Asia Pacific stretches back some 75 years. We remain committed to increasing our market share in this important region through a strategy of acquisitions and organic growth in key, fast-growing countries.
In a large part of the region Heineken works through Asia Pacific Breweries, its joint venture with Fraser and Neave. Heineken has fully-owned operations in Indonesia and New Caledonia and we export the Heineken brand to Taiwan, Hong Kong, South Korea and other markets in the region. In addition, we enjoy successful partnerships in some of the region’s large beer markets, such as those with Kirin in Japan and Lion Nathan in Australia. Looking forward, we will strive to increase our share of the regional beer markets and profit pools by growing organically and through selective value-creating acquisitions.
Revenues grew by more than 11 per cent. Consolidated volumes increased 7 per cent, to 6.4 million hectolitres. EBIT rose 29 per cent to €95 million as a result of higher beer sales and despite higher marketing and personnel costs, the latter mainly as a result of the expansion of the business.
“ We have always been committed to the region for the long-term. Whilst our organic growth in the region continues to be strong, we actively seek opportunities to grow our business, especially in the relatively untapped beer markets. In the long-term, we aim at significantly increasing our share of the rapidly growing regional profit pool.”
The Heineken brand further extended its leadership of the international premium segment, growing volumes steadily throughout much of the region, up more than 10 per cent to 3.5 million hectolitres. The Heineken brand achieved particularly strong volume growth in Taiwan, Vietnam, Indonesia, South Korea and Australia.
Tiger, Asia’s leading beer brand, continues to expand its worldwide network and is now available in 60 countries, including Australia, Europe, the Russian Federation, the UK and US. Tiger is the leading Asian imported beer brand in the United Kingdom in terms of volume and increased its visibility and sales in the US after signing a new distribution agreement.
Innovation is one of the drivers behind our revenue and profit expansion in the region. We introduced new brands, beer types and packaging in several markets. In May 2006, Australia became the second market to launch the new premium Amstel Pulse brand. As part of our efforts to encourage greater consumer interest in Hong Kong, the first cases of the new embossed Heineken cans were delivered to outlets in October in 33 centilitre and 55 centilitre formats and in a range of multi-pack presentations. DraughtKeg is available in Southeast Asia.
