Heineken reports on brand growth
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”.