CREDIt RAtING OF ANADOLU EFES

SOFt DRINKS - International
All operating markets of CCİ offer a high growth potential. Per-capita soft
drinks consumption is currently low in these markets but they are on an
upward growth trajectory. The 15.9 percent growth rate in the sales volume
of CCİ’s international operations in 2010 is a clear indicator of this potential.
Thanks especially to the strong performance in the Eurasian operations
during the year, the total sales volume of CCİ’s international operations
increased to 171 million unit cases.
Expansion in CCİ’s product portfolio through offerings of new still beverage
categories such as fruit juices, energy drinks, iced tea, and bottled water to
consumers in some markets is the primary growth driver in these markets.
For example, new products launched in countries in Central Asia, recovering
economic conditions and successful marketing strategies all contributed to
the 25 percent growth in this region which exceeds the CCİ average. Local
flavors such as Buratino and Dushes offered in Kazakhstan and Azerbaijan
under the “Fanta” brand and new products under the “Piko Tempo” brand
all contributed to sales volume growth. The iced tea category continued
its strong growth with new flavor and package launches, especially in
Kazakhstan.
As one of the operating markets of CCİ in 2010, Iraq sustained its strong
performance, registering over 30 percent growth on a year-on-year basis.
Pakistan market continued to grow at a high single digit rate despite the
devastation left behind by the massive floods.
International Soft Drink
Operations
Sales Volume (million unit cases)
2009
147,6
171,0
2010
The sparkling beverages
category grew by
double digits in 2010
while the still beverages
category rose by nearly
16 percent. The tea
category also continued
to grow strongly through
new packaging and
flavor launches.
ANADOLU EFES ANNUAL REPORT 2010 61