22 jun: Obligationer/middag: Stille slut på ugen med lille renteplus
22 jun: Parken: FCK ansætter ny cheftræner (NY2)
22-06-2012 12:17:00

Heineken Sees Olympics Boosting Exposure in Emerging Markets

Relateret indhold
03 mar - 
Aktier/middag: Dong og Mærsk danner bundduo i helt rødt..
03 mar - 
Aktier/åbning: Nets nærmer sig bundrekord i rødt marked
03 mar - 
Aktier/tendens: Mærsk og TDC i fokus - rød dag truer

By Simon Zekaria

LONDON--Dutch brewing giant Heineken NV (HEIA.AE) hopes to reach untapped audiences in emerging markets through its sponsorship of the Olympic Games this summer, as well as driving share gains in the U.K.

Heineken's sponsorship and marketing chief, Hans Erik Tuijt, told Dow Jones Newswires that the Olympics present an opportunity for the company to align itself with a global event.

"In big cities, where big events are, we want to be part of the conversation," he said.

The world's No. 3 brewer by sales is a sponsor for the Olympics for the first time this year, with sole branding for its flagship premium lager.

While the Olympics typically attracts domestic tourists, analysts expect this year's games to draw more foreign visitors than usual, including from India, China and Russia, as well as being broadcast around the world.

Global brewers are increasingly pushing into emerging markets to cash in on rising incomes and a growing desire for Western brands. But debt-stricken Western Europe remains Heineken's core market, generating 35% of its operating profit in the region, compared with 8% for Anheuser-Busch InBev NV (ABI.BT) and about 1% for SABMiller PLC (SAB.LN), according to Sanford Bernstein.

Heineken and rival Carlsberg A/S (CARL-A.KO), which generates 50% of its operating profit in Western Europe, are seen as over-exposed to the region, where a dire economic situation is pressuring consumer spending, according to analysts.

But the brewer is also aiming to rebuild its brand in the U.K., which, alongside Germany, is Europe's main beer-drinking market. In February, Heineken said its fiscal-year U.K. beer volumes slipped 2.8%, even as it made share gains. Beer volumes in Western Europe fell 1.8% in the first quarter.

"We are still re-branding Heineken in the U.K. That takes time," Mr. Tuijt said.

Amsterdam-based Heineken sponsors other blue-riband sporting events including the UEFA Champions League, Europe's highly lucrative club soccer competition, which also has a huge global appeal.

Mr. Tuijt said Heineken only has eyes for club soccer, even if the UEFA European Championships and FIFA World Cup, each running on alternate four-year cycles, also attract huge audiences.

The larger roster of sponsors, as well as the limited frequency and duration of the competitions dilutes impact and makes it difficult to stand out, he noted.

"For the [European Championships], if you ask consumers in the U.K. who is the sponsor and ask someone in Germany or Spain you would get different answers. If you ask people around the world who is the sponsor of the Champions League, 52% of beer drinkers say it is Heineken, which is a massive number."

Write to Simon Zekaria at simon.zekaria@dowjones.com

(END) Dow Jones Newswires

June 22, 2012 06:17 ET (10:17 GMT)

Copyright (c) 2012 Dow Jones & Company, Inc.

Opret kommentar

Relateret debat

  • 1 uge
  • 1 måned
  • 1 År
Ingen indlæg

Fondsbørsmeddelelser

NKT/Jyske: Ny forventning efter afsluttet opkøb kan skuffe

22-03-2017 16:39:17
Der er risiko for en skuffelse, når NKT Holding kommer med den opdaterede prognose for NTK Cables, som selskabet har lovet efter afslutningen af opkøbet af ABB's højspændingsforretning.Det vurderer aktieanalytiker Janne Vincent Kjær fra Jyske Bank.- Vi ser en risiko for, at den nye guidance vil overraske negativt med konsensus' forventninger til margin på 13,5 pct. - mere end 1 procentpoint over v..

Novo-rival overvejer frasalg af kopiforretning - citat

22-03-2017 13:14:00
Det franske medicinalselskab Sanofi, der er blandt Novo Nordisks store konkurrenter, kigger på et frasalg af sine forretningsaktiviteter inden for kopimedicin.Det skriver Bloomberg News, hvis kilder oplyser, at Sanofi har hyret banker for at se på et eventuelt frasalg.Der er tale om et frasalg, som menes at kunne indbringe i størrelsesordenen 2-2,5 mia. euro, skriver Bloomberg News.Selve salgsproc..

Mærsk: EU skyder afgørelse om Hamburg Süd-køb

22-03-2017 11:32:57
EU's konkurrencemyndigheder har udskudt en afgørelse vedrørende Maersk Lines køb af Hamburg Süd til den 10. april. Det skriver Bloomberg News.Beslutningen om at rykke deadline kommer, efter at selskaberne har givet indrømmelser den 20. marts, skriver Bloomberg./ritzau/FINANSJakob Dalskov +45 33 30 03 35 Ritzau Finans, E-mail: finans@ritzau.dk , www.ritzaufinans.dk

Mest læste nyheder

  • 24 timer
  • 48 timer
  • 1 uge
1
Aktier/middag: Trump-bekymringer rammer alle i C20 undtagen én
2
Nordea på sløj dag: Her er tre grunde til at aktierne fortsætter op
3
Aktier/tendens: Mærsk, FLS og banker i fokus i ventet faldende marked
4
Aktier/åbning: Mærsk og Genmab trækker godt ned i bredt fald
5
Sparekasse fjerner 27.602 stavnsbundne kunders millionafkast - citat

Relaterede aktiekurser

Anheuser-Busch Inbev SA .. 110,94 -0,5% Fald i aktiekurs
Carlsberg A A/S 611,00 0,0% Aktiekurs uændret
Heineken 79,38 0,0% Aktiekurs uændret
AB Inbev 102,80 0,0% Aktiekurs uændret

Køb- og salgsanbefalinger

  • Trend
  • Pengemaskinen

Copyright Euroinvestor A/S 2017  Disclaimer Privatlivspolitik
Aktieinformation leveres af Interactive Data.
Data er forsinket 15-20 minutter iht. de enkelte børsers regler om videredistribution.
 
23. marts 2017 05:14:07
(UTC+01:00) Brussels, Copenhagen, Madrid, Paris
Version: LiveBranchBuild_20170322.1 - EUROWEB2 - 2017-03-23 05:14:07 - 2017-03-23 05:14:07 - 1 - Website: OKAY

Når du besøger Euroinvestor.dk accepterer du, at der anvendes cookies, som vi og vores samarbejdspartnere benytter til funktionalitet, statistik og markedsføring. Læs mere om cookies på Euroinvestor.dk her

x