Central and Eastern Europe
- Revenue €3.7 billion
- EBIT €381 million
- EBIT (beia) €444 million
- Consolidated beer volume 51.1 million hectolitres
- Heineken volume in premium segment 2.6 million hectolitres
“Across the region, we are obtaining leading market positions and brands. Fast-growing markets, new acquisitions and further top-line growth give us an excellent platform from which to develop both the Heineken brand as well as our local and regional brands. We are excellently positioned to build an increasingly profitable business.”
Nico Nusmeier
President Heineken Central and Eastern Europe
In 2007, beer consumption in Central and Eastern Europe was exceptionally strong as a result of a mild winter and spring. Consolidated volume increased organically by 8.3 per cent, with Russia, Poland and Romania as major contributors. Acquisitions in 2007 in the Czech Republic (Krusovice Brewery) and Germany (Schmucker Brewery) contributed 287,000 hectolitres.
This growth in the region is driven in part by an increase in purchasing power and a structural shift from spirits to beer. Economic growth in new member states of the European Union and the development of a modern off-trade also continues to play an important role in the long-term growth of beer consumption of the region. With growing income levels across many markets, the interest in premium beers is increasing strongly.
The Heineken brand added more than 400,000 hectolitres (+19 per cent) to its volume, thanks to initiatives such as the introduction of clear plastic labels in Romania and Hungary, the installation of 11,000 Extra Cold draught beer units, the introduction of DraughtKeg and innovative advertising campaigns. Russia, Greece and Poland were major drivers of growth of the Heineken brand.
Revenue increased organically by 8.1 per cent, and fluctuations in currencies in Poland, Romania and Slovakia contributed €41 million to revenue (+1.2 per cent). EBIT (beia) increased 22 per cent to €444 million largely driven by higher volume, a positive price and sales mix and a modest increase in fixed costs.