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HEINEKEN Ireland 2015 Performance Update

Date:9th February 2016

CEO Statement 

Maggie Timoney, MD HEINEKEN Ireland, commented:

2015 saw HEINEKEN Ireland record market share growth of 0.3% in the beer and cider category, performing ahead of the market and delivering another strong year for the company.

The launch of our new cider, Orchard Thieves, last May, was a big success. Orchard Thieves now commands an impressive 4.3% of total cider and outperformed the declining cider category.”

2015: HEINEKEN Ireland grows in the Long Alcohol Drinks (LAD*) market:

  1. HEINEKEN Ireland grew its share of the total LAD market by 0.3%, outperforming the market, which saw a decline of 0.1%.
  2. The Heineken® brand remains Ireland’s No.1 lager.
  3. HEINEKEN Ireland’s share of the total cider market is 5.4%. HEINEKEN Ireland’s cider portfolio includes Orchard Thieves, Symonds, Scrumpy Jack and Stonehouse.
  4. Orchard Thieves, launched in May 2015, is now the No.4 cider brand in the market place, commanding 4.3% of the Total Cider Market. It is ranked No.3 in the On Trade channel and No.4 in the Off Trade Channel.
  5. 2015 was another year of growth for Coors Light, growing market share in both channels.
  6. The Desperados and Tiger brands had a stellar year, both delivering high single digit growth.
  7. Revenues for HEINEKEN Ireland remain strong in 2015 at €512.6m, driven by strong execution of innovative new product launches.

*The Long Alcohol Drinks (LAD) category consists of the beer and cider.

Highlights of the 2015 Irish Beer & Cider Market:

The Irish Long Alcohol Drinks (LAD) market saw a decline of 0.1% in 2015, with volumes now at 4.86m hls (hectolitres).

  1. Within the LAD category, beer market volumes showed a marginal growth of 0.4%, with volumes now at 4.2m hls.
  2. The cider category saw declines of 3.3%; a fall of 5.3% in the On Trade and a fall of 1.6% in the Off Trade.
  3. 2015 saw the total On Trade channel decline by 0.6%, reversing recent improvements in this channel and the Off Trade channel saw a return to growth of 2.1%, following a decrease of almost 4% in 2014.

About HEINEKEN Ireland

HEINEKEN Ireland is a wholly owned subsidiary of HEINEKEN N.V., the most international brewer in the world. Based in Cork since 1856, the brewery combines a long and proud brewing tradition with the most up to date technology and innovative marketing. The company employs 534 people.

The brewery’s portfolio includes Ireland’s No 1 lager, Heineken®, Orchard Thieves, Desperados, Tiger, Coors Light, Fosters, Sol, Amstel Radler, Beamish Stout, Murphy’s Stout, and Beer Frontier our range of specialty beers, which includes Affligem, Paulaner, Moretti, Zywiec etc.