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Heineken CEE: Strong future performance as well

(beveragemanager.net) - The strong focus on “leading brands” in individual countries, as well as concentration on innovation and additional brands, are named as the overall strategy for the current year and the years ahead by Jan Derck van Karnbeek, CEO of Heineken CEE.

Another new international brand is Strongbow Gold, which is pursuing the same strategic approach.

14 countries – 60 breweries – 180 brands. These numbers, characteristic of Vienna-based Heineken CEE, provide an impression of the strong role this region plays in the global Heineken concern. There is growth, as well, in both sales volume and profitability, in nearly every country that is managed out of Vienna.

Over the entire CEE region, Heineken sold no less than 45.4 million hectoliters, with an EBIT of 346 million euros. This represents 27.6 percent of the total for the Heineken Group, which documents the enormous significance of the CEE region within the company.

The Mexican brand Desperados, for example, was successfully launched in Austria and other countries. This product, which is mix of beer and tequila, will expand the position in the international gastronomy scene, which will also help to drive the local brand in this channel in the medium term. With the Heineken brand, the company has a brand ready to go that already very professionally covers the outside sales channel.

The stated objective is to expand the range in order to be able to provide the restaurant business with greater expertise and depth. Another new international brand is Strongbow Gold, which is pursuing the same strategic approach.

Investments will focus on growth markets in the current year and continuing through 2014. The CEE region is in the first rank here, as the former eastern bloc countries still have potential that the managers under Jan Derck van Karnbeek plan to take advantage of. One risk factor that must not be neglected continues to be Greece, as it will take some time still before the economic situation in that country is restored to a level that allows serious growth. (bmg)