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Western Europe | HEINEKEN is Western Europe’s leading brewer and the region is the biggest contributor to Group profitability thanks to the strong market positions and excellent brand portfolio. HEINEKEN is Europe’s number one beer.
HEINEKEN has market leadership positions in the Netherlands, UK, Spain and Italy and is the number two player in France, Ireland and Switzerland.
2010 Key figures
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Full Year 2010
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Full Year 2009
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Total change %
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Organic change %
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Group beer volume, mhl
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45.7 |
47.4 |
-3.6 |
-3.5 |
| Consolidated beer volume, mhl |
45.4 |
47.2 |
-3.7 |
-3.6 |
| HEINEKEN Premium brand, mhl |
7.4 |
7.5 |
-0.7 |
-0.7 |
| Revenue, € m |
7,894 |
8,432 |
-6.4 |
-4.6 |
| EBIT (beia), € m |
904 |
792 |
+14 |
+17 |
| Operating Profit (beia) margin |
11.4% |
9.4% |
+200bp |
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EBIT (beia) grew 17% organically, primarily reflecting the achievement of significant TCM cost savings across the region, a strong profit improvement in the United Kingdom and an improved sales mix. This contributed to significantly higher operating profit margins. The reported change in revenue reflects a €280 million reduction related to the deconsolidation of the Waverley TBS distribution operation in the UK. The difference in organic change between consolidated beer volume and revenue is mainly due to the impact of a declining on-trade on the revenues of our wholesale operations.
Group beer volume in the region declined 3.5% on an organic basis as a challenging economic environment impacted consumption, particularly in on-trade channels in Italy, Spain, The Netherlands, the UK and Ireland. Volume grew in Finland and remained stable in Portugal, France and Belgium.
Premium volume of the HEINEKEN brand outperformed the overall regional volume trend following the success of new marketing initiatives and strong brand performances in France and Portugal.
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