The Americas



 
 
The economic downturn led to lower on-trade consumption and downtrading in the off-trade, especially in the USA.
 

2009 key figures
Revenue €m
1,566
EBIT (beia) €m
210
Heineken brand volume
8.3 million hectolitres
Group beer volumes
18.7 million hectolitres
Consolidated beer volume 9.4 million hectolitres

 
Consolidated beer volume was 8.7% lower. Group beer volume performed relatively better, thanks to CCU, the joint venture in Chile and Argentina.
 
In the fourth quarter volume of the Heineken brand showed a positive trend in Canada, the Caribbean and South America.
 
Revenue, in constant currencies, was lower as the effect of better pricing only partly compensated for volume softness. Organically, EBIT (beia) grew strongly, benefitted from major Total Cost Management savings initiatives across the region.