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

2009 key figures
Revenue €m
1,817
EBIT (beia) €m
485
Heineken brand volume
2.3 million hectolitres
Group beer volume
23.5 million hectolitres
Consolidated beer volume 19.8 millon hectoliters

In the second half of 2009, beer consumption in Nigeria slowed, affecting the region’s total growth rate. In the rest of Africa, volumes continued to develop well.
 
Organic revenue grew 9.1%, driven by higher volumes and better prices. EBIT (beia) was higher, thanks to double digit organic growth and despite the negative currency translation effect of €34 million.
 
Volume of the Heineken brand grew 12% to 2.3 million hectolitres, mainly driven by strong growth in South Africa (+29%), Nigeria (+22%) and Algeria (+29%). With the Heineken brand growing 29%, Algeria is now the brand’s third largest market in the region.
 
Volume of the Amstel brand grew 24%.Amstel is now the region’s third largest beer brand, after Primus and Star.
 
Soft drinks and other beverages volumes for the region grew by 7.5% to 7.2 million hectolitres.