全球第二大啤酒制造商：銷量不佳都怪壞天氣
Seamus Webster
2024-08-02
圖片來源：Marvin Ibo Guengoer—GES Sportfoto/Getty Images
一季度業績驚人強勁之后，分析師預計二季度喜力（Heineken）將繼續從2023年的低谷反彈。歐洲杯和巴黎奧運會等大型賽事預計將拉動對酒精飲料的需求，銷售和收入有望大幅增長。
不過，盡管周一公布的財報顯示銷售額和收入同比有所增長，增幅卻遠不及分析師預期。周一股價暴跌超過10%，喜力則表示業績讓人失望的主要原因是降雨。
喜力是全球第二大啤酒制造商，啤酒銷量增長了2.1%，比分析師預期低了一個百分點，其中歐洲市場銷量增長了0.6%，遠低于預計的2%。公司表示“歐洲天氣惡劣”導致二季度增速不及一季度。
“通常來說，歐洲杯等大型賽事能產生積極影響，但天氣明顯比平均情況要差，也不如去年，所以影響了業務，”周一喜力首席執行官多夫·范登·布林克在財報電話會議上表示。
公平來說，今年在德國舉辦的2024年歐洲杯確實很潮濕。小組賽期間由于天氣惡劣，杜塞爾多夫、柏林和多特蒙德的觀眾區被迫關閉，以往能有數萬名球迷去現場觀賽。丹麥跟德國最后一輪16強比賽中，雷暴導致比賽暫停24分鐘，球迷被傾盆大雨淋成落湯雞。
然而從體育場上座率來看，惡劣天氣對球迷的興趣似乎影響不大。Statista的數據顯示，2021年受疫情影響觀眾無法現場觀賽，今年約有268萬觀眾觀看了德國的51場比賽，打破了2016年法國創下的上座率紀錄。
巴克萊銀行（Barclays）分析師在一份報告中表示，喜力在歐洲市場的利潤增長僅為0.2%，分析師預測為15.1%，部分原因是營銷費用增加。
報告稱：“實際業績低于預期，說明公司發出的信息與分析師預期之間存在差距，要想辦法縮小信息差。”
不過近來喜力遇到的問題不僅包括下雨延誤和濕漉漉的足球場。周一喜力宣布，持有的華潤啤酒股份不得不減值9.49億美元。
2018年喜力持有華潤啤酒20%的股份，由于中國仍在艱難擺脫疫情影響，房地產也遭遇危機，華潤啤酒市值縮水。喜力對華潤啤酒持股減值后，導致2024年上半年凈虧損超過100萬美元。
此外，去年產品提價抑制了對高端飲料的需求，喜力仍在努力應對影響。（財富中文網）
譯者：馮豐
審校：夏林
一季度業績驚人強勁之后，分析師預計二季度喜力（Heineken）將繼續從2023年的低谷反彈。歐洲杯和巴黎奧運會等大型賽事預計將拉動對酒精飲料的需求，銷售和收入有望大幅增長。
不過，盡管周一公布的財報顯示銷售額和收入同比有所增長，增幅卻遠不及分析師預期。周一股價暴跌超過10%，喜力則表示業績讓人失望的主要原因是降雨。
喜力是全球第二大啤酒制造商，啤酒銷量增長了2.1%，比分析師預期低了一個百分點，其中歐洲市場銷量增長了0.6%，遠低于預計的2%。公司表示“歐洲天氣惡劣”導致二季度增速不及一季度。
“通常來說，歐洲杯等大型賽事能產生積極影響，但天氣明顯比平均情況要差，也不如去年，所以影響了業務，”周一喜力首席執行官多夫·范登·布林克在財報電話會議上表示。
公平來說，今年在德國舉辦的2024年歐洲杯確實很潮濕。小組賽期間由于天氣惡劣，杜塞爾多夫、柏林和多特蒙德的觀眾區被迫關閉，以往能有數萬名球迷去現場觀賽。丹麥跟德國最后一輪16強比賽中，雷暴導致比賽暫停24分鐘，球迷被傾盆大雨淋成落湯雞。
然而從體育場上座率來看，惡劣天氣對球迷的興趣似乎影響不大。Statista的數據顯示，2021年受疫情影響觀眾無法現場觀賽，今年約有268萬觀眾觀看了德國的51場比賽，打破了2016年法國創下的上座率紀錄。
巴克萊銀行（Barclays）分析師在一份報告中表示，喜力在歐洲市場的利潤增長僅為0.2%，分析師預測為15.1%，部分原因是營銷費用增加。
報告稱：“實際業績低于預期，說明公司發出的信息與分析師預期之間存在差距，要想辦法縮小信息差?！?/p>
不過近來喜力遇到的問題不僅包括下雨延誤和濕漉漉的足球場。周一喜力宣布，持有的華潤啤酒股份不得不減值9.49億美元。
2018年喜力持有華潤啤酒20%的股份，由于中國仍在艱難擺脫疫情影響，房地產也遭遇危機，華潤啤酒市值縮水。喜力對華潤啤酒持股減值后，導致2024年上半年凈虧損超過100萬美元。
此外，去年產品提價抑制了對高端飲料的需求，喜力仍在努力應對影響。（財富中文網）
譯者：馮豐
審校：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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