Heineken Predicts Slower 2015 Growth But Reports Strong Irish Sales
Published on Feb 11 2015 2:50 PM in Drinks
Heineken forecasts that its beer sales and profit margin will grow at a slower rate in 2015, after a year of sales boosted by the football World Cup and emerging market expansion.
Heineken Ireland reported double-digit growth for its Desperados and Tiger brands, while summer saw the successful release of low alcohol option, Amstel Radler. Revenues for Heineken Ireland remain at €505.5 million, which the brand says is driven by robust company investments behind its brands.
A statement for Heineken noted that the Irish beer market recorded a smaller decline of 0.3% when compared to 2013, but while there is some stabilisation of beer volumes in the pub sector, off trade remains challenging with a decline of 4% in 2014.
Sales in 2014 were mostly stable across the rest of Western Europe, though Central Eastern European markets were weaker than before. These two regions experienced slower than expected economic growth and unfavourable weather in Q2 and Q3. Heineken also benefited from an increase in sales across the Americas and Asia, as both global and regional brands performed well.
© 2015 - Checkout Magazine by Jenny Whelan.