On-trade

Heineken ups on-trade lager share by 0.3 of a percentage point

Turnover was up two per cent organically at Heineken Ireland to €464 million in 2011, according to the Cork brewery’s 2011 Performance Review.

With a 26.5 per cent share of the total beer market and a 37 per cent share of the total lager market, Heineken Ireland remains the number one lager supplier to the Irish market, out-performing the beer market and with growth of 0.3 of a share point in the on-trade lager market last year, according to the Review, mainly driven by strong performances from both Heineken and Coors Light.

Half of all lager consumed in a pub is now from Heineken Ireland’s lager portfolio with Heineken Lager itself holding 41.5 per cent by volume of the on-trade lager market.

Bottled Heineken out-performed the off-trade packaged lager market commanding 14 per cent of that segment in 2011 while Coors Light, the top-selling bottled lager in the on-trade in 2011, showed growth of eight per cent in a  declining Irish beer market in which the draught version enjoyed an on-trade share of over 10 per cent of the key Dublin market last year.

Beer has been in a structural decline since the turn of the Millennium, with expected figures for per capita beer consumption in 2011 at around 94 litres of beer per adult, stated the company. This is representative of a near 36 per cent decline in beer consumption since the turn of the Millennium, with consumption now near mid-1990 levels.

“Heineken Ireland has delivered a very positive and solid performance for 2011, growing share and value across key brands in a depressed trading environment,” commented the company’s Managing Director David Forde, “Being mindful of the continuing volatility and increased uncertainties in our marketplace we remain confident that our efforts combined with our strengthened portfolio and marketing investments, position us well to deliver sustainable growth over the long-term.”

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