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How 2016 Business Plans Are Affected By The General Economic Environment

Faithful Consumers Make us Optimistic

We are optimists regarding 2016 and we continue to work hard in order to translate the optimism of our plans into very good results

Heineken Serbia started operating in 2008 and, from a low single-digit volume share base, managed to become one of the top breweries for growth in Europe in a short period of time by increasing our share and more than doubling our volumes.

We don’t underestimate the fact that the external environment is unpredictable and that uncertainty in the broader socioeconomic situation in Europe could influence the dynamics of the Serbian economy and beer market.

On the other hand, we remain optimistic for several reasons: Serbia’s GDP achieved a moderate growth rate last year and the outlook for 2016 is even better; the beer market grew for the first time after many years of negative results and we believe consumers are giving us a clear signal that they are really interested in the progress of our category.

The beer category offers a wide variety of products, tastes and pack types, and we already see consumers react very positively to this trend; at the same time, all major breweries in the country are supporting the role of our sector and bringing the rich heritage and the quality attributes of our products closer to Serbian consumers. We are getting closer to a time when consumers will discover the “magic of brewing“.

On top of everything, we are optimists because we believe in our plans. We believe in the strength of our portfolio and the value of our innovations. We believe in our plans to invest further in the continuous improvement of our production facilities.

We believe in the strong, talented team that leads our company and we are proud that more and more of our Serbian colleagues are pursuing their careers in Heineken worldwide.

Overall, we are optimists because we believe that there is still room to improve and offer more to Serbian consumers and society, and this has proven to be the “secret” behind our continuous growth.

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