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全球第二大啤酒制造商:销量不佳都怪坏天气

Seamus Webster
2024-08-02

喜力希望2024年欧洲杯和巴黎奥运会能促进销售。但本周一喜力首席执行官表示,上个月欧洲的恶劣天气拖累了增长。

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图片来源:Marvin Ibo Guengoer—GES Sportfoto/Getty Images

一季度业绩惊人强劲之后,分析师预计二季度喜力(Heineken)将继续从2023年的低谷反弹。欧洲杯和巴黎奥运会等大型赛事预计将拉动对酒精饮料的需求,销售和收入有望大幅增长。

不过,尽管周一公布的财报显示销售额和收入同比有所增长,增幅却远不及分析师预期。周一股价暴跌超过10%,喜力则表示业绩让人失望的主要原因是降雨。

喜力是全球第二大啤酒制造商,啤酒销量增长了2.1%,比分析师预期低了一个百分点,其中欧洲市场销量增长了0.6%,远低于预计的2%。公司表示“欧洲天气恶劣”导致二季度增速不及一季度。

“通常来说,欧洲杯等大型赛事能产生积极影响,但天气明显比平均情况要差,也不如去年,所以影响了业务,”周一喜力首席执行官多夫·范登·布林克在财报电话会议上表示。

公平来说,今年在德国举办的2024年欧洲杯确实很潮湿。小组赛期间由于天气恶劣,杜塞尔多夫、柏林和多特蒙德的观众区被迫关闭,以往能有数万名球迷去现场观赛。丹麦跟德国最后一轮16强比赛中,雷暴导致比赛暂停24分钟,球迷被倾盆大雨淋成落汤鸡。

然而从体育场上座率来看,恶劣天气对球迷的兴趣似乎影响不大。Statista的数据显示,2021年受疫情影响观众无法现场观赛,今年约有268万观众观看了德国的51场比赛,打破了2016年法国创下的上座率纪录。

巴克莱银行(Barclays)分析师在一份报告中表示,喜力在欧洲市场的利润增长仅为0.2%,分析师预测为15.1%,部分原因是营销费用增加。

报告称:“实际业绩低于预期,说明公司发出的信息与分析师预期之间存在差距,要想办法缩小信息差。”

不过近来喜力遇到的问题不仅包括下雨延误和湿漉漉的足球场。周一喜力宣布,持有的华润啤酒股份不得不减值9.49亿美元。

2018年喜力持有华润啤酒20%的股份,由于中国仍在艰难摆脱疫情影响,房地产也遭遇危机,华润啤酒市值缩水。喜力对华润啤酒持股减值后,导致2024年上半年净亏损超过100万美元。

此外,去年产品提价抑制了对高端饮料的需求,喜力仍在努力应对影响。(财富中文网)

译者:冯丰

审校:夏林

一季度业绩惊人强劲之后,分析师预计二季度喜力(Heineken)将继续从2023年的低谷反弹。欧洲杯和巴黎奥运会等大型赛事预计将拉动对酒精饮料的需求,销售和收入有望大幅增长。

不过,尽管周一公布的财报显示销售额和收入同比有所增长,增幅却远不及分析师预期。周一股价暴跌超过10%,喜力则表示业绩让人失望的主要原因是降雨。

喜力是全球第二大啤酒制造商,啤酒销量增长了2.1%,比分析师预期低了一个百分点,其中欧洲市场销量增长了0.6%,远低于预计的2%。公司表示“欧洲天气恶劣”导致二季度增速不及一季度。

“通常来说,欧洲杯等大型赛事能产生积极影响,但天气明显比平均情况要差,也不如去年,所以影响了业务,”周一喜力首席执行官多夫·范登·布林克在财报电话会议上表示。

公平来说,今年在德国举办的2024年欧洲杯确实很潮湿。小组赛期间由于天气恶劣,杜塞尔多夫、柏林和多特蒙德的观众区被迫关闭,以往能有数万名球迷去现场观赛。丹麦跟德国最后一轮16强比赛中,雷暴导致比赛暂停24分钟,球迷被倾盆大雨淋成落汤鸡。

然而从体育场上座率来看,恶劣天气对球迷的兴趣似乎影响不大。Statista的数据显示,2021年受疫情影响观众无法现场观赛,今年约有268万观众观看了德国的51场比赛,打破了2016年法国创下的上座率纪录。

巴克莱银行(Barclays)分析师在一份报告中表示,喜力在欧洲市场的利润增长仅为0.2%,分析师预测为15.1%,部分原因是营销费用增加。

报告称:“实际业绩低于预期,说明公司发出的信息与分析师预期之间存在差距,要想办法缩小信息差。”

不过近来喜力遇到的问题不仅包括下雨延误和湿漉漉的足球场。周一喜力宣布,持有的华润啤酒股份不得不减值9.49亿美元。

2018年喜力持有华润啤酒20%的股份,由于中国仍在艰难摆脱疫情影响,房地产也遭遇危机,华润啤酒市值缩水。喜力对华润啤酒持股减值后,导致2024年上半年净亏损超过100万美元。

此外,去年产品提价抑制了对高端饮料的需求,喜力仍在努力应对影响。(财富中文网)

译者:冯丰

审校:夏林

Following a surprisingly strong first quarter, analysts were expecting Heineken to continue to rebound from a rocky 2023 in Q2. With big summer sporting events on the continent like the European Football Championship and the Paris Olympics expected to drive demand for alcoholic beverages, sales and revenue were penciled in for significant growth.

But while Monday’s earnings report showed sales and revenue were up from last year, the boost wasn’t nearly as big as analysts were anticipating. As shares on Monday tumbled more than 10%, the company said rain was partly to blame for the letdown.

Beer volumes for the world’s second-largest brewer crept up 2.1%, more than a full point short of analysts expectations, and sales volumes in Europe rose 0.6%, well short of the projected 2%, as the company cited “poor weather in Europe” for slower growth in Q2 compared with the first quarter.

“Typically big sports events like the Euro Cup have a positive impact, but the weather has been significantly below long-term averages and below last year, impacting our business,” CEO Dolf van den Brink said on an earnings call Monday.

To be fair, the 2024 Euro, hosted in Germany this year, was a noticeably wet affair. Severe weather during the group stage shut down fan zones in Düsseldorf, Berlin, and Dortmund, which typically attract tens of thousands of fans to watch matches. A thunderstorm during the last round-of-16 game between Denmark and Germany temporarily suspended play for 24 minutes and sent torrents of water cascading onto fans.

For the stadiums, however, bad weather didn’t appear to have much of an effect on fan interest. After pandemic restrictions on in-person attendance for the 2021 tournament, around 2.68 million viewers attended the 51 matches in Germany this year, breaking the previous attendance record set in France in 2016, according to Statista.

All told, Heineken profit growth in Europe went up just 0.2%, compared with the 15.1% analysts were projecting, partly the result of increased promotional spending, Barclays analysts said in a note.

“These results missed forecasts, suggesting there was a gap between the company’s messaging and analyst expectations,” the note said. “This needs to close.”

But rain delays and soggy soccer fields haven’t been Heineken’s only problems of late. On Monday, the Dutch brewer also announced it had to swallow a $949 million impairment on its stake in China Resources Beer.

The value of CR Beer—of which Heineken took a 20% effective stake, in 2018—has fallen off as spending in China has struggled to bounce back from the pandemic and the country’s real estate crisis; the write-down on its stake in the Chinese brewer pushed Heineken into a net loss of over $1 million for the first half of 2024.

In addition, Heineken is still grappling with the fallout from a price hike last year that cut into demand for premium beverages.

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