Heineken set to increase marketing spend in Europe
Heineken is to increase its market spend across Europe in 2010, after announcing 18% net profit growth for 2009.
Jean-François van Boxmeer, chairman of the Executive Board and CEO of Heineken said that in “one of the most challenging trading environments” the company had worked within, Heineken had delivered “an outstanding financial performance” and that the international spread of the company’s assets was a competitive strength in the recession.
“Looking ahead, we will continue to invest in the growth of our brands, particularly Heineken,” he added. “We will leverage our leadership in Europe and increase our marketing investments in order to grow value share. We will continue to deliver significant savings via our TCM programme, drive strong cash flow generation and ensure that our new markets will deliver further improvement in profit. We will work fast to complete the acquisition and integration of FEMSA Cerveza in order to unlock the synergies and potential of the combined business," van Boxmeer added.