HEINEKEN Hungária is committed to the Hungarian consumer

HEINEKEN Hungária keeps seeing an optimistic long term vision, keeps its role of being a good corporate citizen and continues to drive for quality and value in the market place. However, the beer industry is facing a very challenging environment, with an unavoidable impact on the shelf prices. HEINEKEN keeps introducing new products, new line extensions, besides also focusing on being the greenest brewer by 2020.

2011 was a difficult year for both the industry and HEINEKEN Hungária. The key to the company’s success is to fully comply with the challenges of the environment, the market and the changing government policy. Nevertheless, the challenges to meet consumer needs for innovations and drive for quality are central to all activities.

Innovation is key in the strategy of HEINEKEN Hungária which has introduced several flavored beers into the market since 2009 with Gösser NaturZitrone – setting a new trend for the consumers and followed last year with the non-alcoholic Gösser NaturZitrone, again a product which opened a new segment for those, who do not want to drink alcohol, but want to enjoy a refreshing taste of beer and lemon together.
Soproni, Hungary’s favourite mainstream beer has also stepped into this segment with several flavors introduced with huge success; Soproni Citrom and Soproni Narancs. Other new flavors, Soproni Körte and Soproni Grapefruit have been added and the non-alcoholic segment of the mainstream market with Soproni Zero Narancs and Soproni Zero Grapefruit earlier this year.
All these products underline the innovative side of HEINEKEN Hungária and also show the importance of being consumer oriented by reflecting their needs through the production of low alcohol content and non-alcoholic drinks. These products provide natural alternatives for those who want to enjoy beer with less alcohol content, and also represent the company’s efforts to further promote responsible alcohol consumption.
At the end of 2011, with the introduction of Strongbow Gold the company has entered a new category – cider. The distribution and promotion of this new product is still in progress, though our customers are very optimistic with the initial results.

As we continue to strive to provide perfect quality for consumers and create value in the market the beer industry increasingly suffers from higher input costs, in addition to the introduction of NETA for the flavored beer early this year. Local government taxes have also increased. VAT has been increased from 25% to 27% and there are some major increases in cost of employees by the company to the state. These all put the industry under significant pressure and has become very difficult to continue to provide the highest quality without having an impact on the shelf prices. ‘We regret that we have to correct our prices in the coming months and we will have to transfer some of these to the consumers in order to be able to create value for the future in the market place’ – says Oladele Ajayi, General Manager of HEINEKEN Hungária.

HEINEKEN Hungária is a good corporate citizen, and is dedicated towards its clearly defined sustainability agenda tagged, Brewing a Better Future. The goal is to make HEINEKEN the most environmentally friendly beer brewing company by 2020.

The company is making significant and long-term investments in order to realize its goal mainly in the area of environmental impact, support for the community and ensuring our products play a positive role in society.
This has been recognized in the last 6 months with the following awards: the CSR Hungary Award in November 2011 and the 1st FMCG Greennovation Special Award in April 2012.

‘To achieve our goals of delighting the Hungarian consumer and becoming the greenest brewer in the world are all key elements of our performance which can only be achieved as we drive for quality and value in the market place; even in a market where we see difficult years in the short and mid-term’ – said Oladele Ajayi, General Manager of HEINEKEN Hungária.