Heineken reports on brand growth

05 March, 2010

Better pricing and an improved brand mix offset lower beer volumes in the UK market, the Heineken group said in a report on its financial performance for 2009.

Foster’s grew 2.6% after implementing a new marketing campaign and wider distribution, while continued growth in the cider market led to an overall increase of 7.2% in sales of Strongbow.

The cider brand was also helped by launches in the South African and Dutch markets, said Heineken.

The group delivered organic net profit growth of 18%, to €1.1 billion, on a slight decrease in revenue.

Chief executive officer Jean-Fran?çois van Boxmeer said: “Strong pricing delivered stable revenues that compensated for lower volumes.

“We will continue to invest in the growth of our brands? – particularly Heineken.”??In the UK, the Heineken brand is to benefit from a digital campaign offering consumers the chance to win a holiday to Brazil in May, to watch the Heineken-sponsored UEFA Champions League final in the home of “samba football”.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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