The Best Beer Company in a Better World - Anheuser-Busch InBev

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0 0 Million euro Million hl 0 0 0 26 | Annual Report 2008 The Zones that drive us Western Europe In 2008 we bucked the trend in Western Europe and geared the business for higher value growth, with some exceptional performances from our global and multi-country brands. In 2008, most countries increased their market share compared to last year. We continued to put our efforts behind our focus brands; building fewer stronger brands in the upper core and premium segments. In some cases this meant exiting high volume, low value private label agreements, leading to a slight decrease in volume. Own beer volumes grew, primarily driven by Beck’s, Leffe, Hoegaarden and Jupiler. In the U.K. Stella Artois grew market share for the first time after many years of decline. The successful launch of Stella Artois 4% fueled brand equity improvement among target consumers and key stakeholders. Beck’s also grew share and volume impressively. In Germany, we were the only brewer to grow volume in a declining market, with Beck’s performing particularly well. In 2008, Jupiler was the fastest growing brand in the Netherlands. Multi-country brands Leffe and Hoegaarden also continued to grow both in Belgium and France. 733 39.1 1.003 36.1 1.254 0 2006 2006 2007 2007 2008 2008 Revenue Volumes 33.8 2.000 40 30 1.000 20 10 0 Million euro Million hl 3.64643.2 Revenue Volumes 4.000 50 46.1 40 3.217 30 2.000 20 0 2006 2006 2007 2007 2008 2008 A company of owners ‘Increasing efficiency is vital to our daily operations. I devised a colorcoded pallet system for forklift drivers which makes them more efficient in implementing the FIFO (first-in first-out) system of loading trucks at the same time as decreasing the chances of loading the wrong beers.’ 3.455 49.1 Warehouse Supervisor, Germany 10 0 Million euro Million hl Normalized EBITDA Revenue Volumes ‘In 2008, we maintained or delivered market share growth in all markets, an exceptional performance and turn-around driven by our global and multi-country brands.’ Zone President Western Europe 3.000 40 38.3 30 NA LAN LAS contribution of 12.0 % WE CEE AP LAS WE WE CEE CEE AP AP 1.820 30.9 2.198 36.4 2.209 2.000 20 10 1.000 0 2006 2006 2007 2007 2008 2008 Million euro Million hl 912 994 Revenue 1.019 2006 2007 2008 1.500 1.000 500 Million euro
00 0 0 00 0 0 Million euro hl Central & Eastern Europe 3.646 43.2 49.1 3.455 Revenue Volumes 46.1 3.217 4.000 50 40 30 2.000 20 10 0 0 2006 2006 2007 2007 2008 2008 Million euro hl Revenue Volumes LAN LAS WE contribution of 7.2 % CEE AP WE CEE CEE AP AP In 2008, volume decline in Central & Eastern Europe (CEE) of 6.1% is largely attributable to continued volume reductions in the less profitable brands in Russia and the Ukraine, as well as industry slowdown. The enhanced focus on growing the share of higher margin and premium brands has not yet fully offset the decline in the more affordable brands, but we are starting to see some early signs of recovery, especially in Ukraine. Overall, the industry as a whole continues to grow, but at a much slower rate than the expectations at the beginning of 2008. Market share remained stable for the Zone overall. Serbia was the most successful market, with share growth of almost 7 points. Some excellent cost management kept logistics costs flat despite fuel increases, and Zero-Based Budgeting, now in its third year in Serbia, is on track to achieve improvements in fixed costs of over 20% since implementation. Beck’s performed well across the Zone and Beck’s Green Lemon was rolled out successfully in Romania, helping to drive brand growth of 3.6% in this market. Klinskoye and Siberian Crown were repackaged. In the Ukraine, Chernigivske non-alcoholic beer was launched successfully, and the Chernigivske mother brand performed much more strongly towards the end of the year, strengthening its number one position in the market. On the production side, the strategically located Angarsk brewery started production in March, providing around 10% of the supply for the Russian market. ‘In a tough and competitive environment, we were able to protect our market share while building a stronger base for the future.’ 30.9 1.820 36.4 2.198 Zone President Central & Eastern Europe 38.3 2.209 3.000 40 30 2.000 20 10 Million euro hl 1.000 0 2006 2006 2007 2007 2008 2008 912 994 Normalized EBITDA Revenue 1.019 2006 2007 2008 1.500 1.000 500 Million euro A company of owners ‘As a sales representative, it is important to understand your customers and how their business works. In an effort to really understand how my potential client’s business functioned, I spent an entire day working as a waiter in his establishment and, in the end, gained a new account.’ Sales Representative, Czech Republic
Page 1 and 2: Our dream is to become The Best Bee
Page 3 and 4: Anheuser-Busch InBev is a publicly
Page 5 and 6: 50% 40% 30% 20% 10% 04 05 06 07 07
Page 7 and 8: Global brands Multi-country brands
Page 9 and 10: The Net Debt to EBITDA ratio not on
Page 11 and 12: Success in China China is the large
Page 13 and 14: World-class efficiency World-class
Page 15: Business Service Center Excellence
Page 19 and 20: Fewer bigger bets We know focus wor
Page 21 and 22: Stella Artois Légère In 2008, we
Page 23 and 24: One of 2008’s key innovations was
Page 25 and 26: Chernigivske In the Ukraine, Cherni
Page 27 and 28: 14.3 12.6 2006 2007 2008 Volumes NA
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Contacts Registered office Anheuser
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The Best Beer Company in a Better World - Anheuser-Busch InBev

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