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Africa and the Middle East | HEINEKEN's presence in Africa is a long-standing one. The improved political stability continues to drive economic development and improve purchasing power, making beer more affordable. In a number of countries, the emergence of a distinct middle class has increased the demand for international premium beers. The popularity of the brands and of HEINEKEN beer in particular, is rapidly growing. HEINEKEN is the number two brewer in Africa and the Middle East.
2010 Key figures
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Full Year 2010 | Full Year 2009 | Total change % | Organic change % |
| Group beer volume, mhl |
25.7 |
23.5 |
+9.4 |
+9.1 |
| Consolidated beer volume, mhl |
19.1 |
19.8 |
-3.8 |
+9.7 |
| HEINEKEN Premium brand, mhl |
2.7 |
2.3 |
+16 |
+16 |
| Revenue, € m |
1,988 |
1,817 |
+9.4 |
+13 |
| EBIT (beia), € m |
549 |
485 |
+13 |
+10 |
| Operating Profit (beia) margin |
26.2% |
25.9% |
+30 bp |
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Volumes were strong, reflecting growth across all markets in the region including Nigeria, South Africa, the Democratic Republic of Congo, Republic of Congo, Burundi, Rwanda and Egypt. The total change in consolidated beer volume reflects a shift from imported product to local production by our joint venture operation in South Africa as of January 2010.
Soft drink volume grew 10% reaching 5.8 million hectolitres, with strong performances in the Democratic Republic of Congo, Burundi, Rwanda and Tunisia. In Nigeria, the growth was driven by solid performance of the Fayrouz brand. Volume of the HEINEKEN brand increased substantially in South Africa and Nigeria.
EBIT (beia) in the region grew 10% on an organic basis driven by higher volume and pricing and a larger contribution from our joint ventures.
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