The region mainly comprises mature markets mostly characterised by well-established retail structures and a strong tradition of beer consumption. Beer consumption is generally flat or slightly declining. However, the uncertain macroenvironment of recent years has had a slightly negative impact on consumption and has also led to consumers shifting from on-trade to off-trade consumption.

Our focus in the region is twofold: increasing market share through improved value management, superior in-store execution and driving international and local premium brands; and simplifying our business model, increasing efficiencies and taking out costs while providing superior customer service and top-quality products.



Markets in Western Europe region include:

Bulgaria, Croatia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Norway, Poland, Serbia, Sweden, Switzerland and the UK.