O The Heine ken Company
The roots of Heineken lie in Amsterdam, where in 1864 Gerard Adriaan Heineken
became the owner of the 'De Hooiberg' (The Haystack) brewery dating from 1592.
Under the management of three generations of the Heineken family the Company has
developed into the Heineken of today: the world's second and most international bre
wing company, active in more than 170 countries throughout the world.
In 1999 Heineken and its affiliated companies brewed 90.9 million hectolitres of beer
in more than 110 breweries in 50 countries. Heineken is also active in the export of
beer and issues licences to third parties. The Company's activities are focused on
Europe; the Head Office is located in Amsterdam. During the past 10 years the sales of
the Heineken Company almost doubled, whilst the profit showed a threefold increase.
Heineken is listed on the Stock Exchanges of Amsterdam, Brussels and Luxembourg.
The Company's international brands are Heineken, Amstel and Murphy's, supple
mented by a large number of national and regional brands of beer. Worldwide,
Heineken is the most international beer brand. In Europe Heineken is the leading
brand, with Amstel occupying a worthy second place.
The beers are positioned in the premium, mainstream and speciality-beer
segments of the market. The Company also operates beverage wholesale companies
in some parts of Europe, which supplement beer distribution with a supporting range
of soft drinks, wines and spirits. Heineken produces some of these soft drinks in its
own factories. The Heineken Company also owns a number of maltings, some of which
are integrated in local breweries.
Number of employees in 1999 (average): 36.733
CHAPTER
Beer sales (in million hi)
1998
1999
Turnover (in EUR billion)
1998
1999
Europe
38.2
45.4
Beer
5.0
5.8
North and South America
6.1
6.5
Soft drinks
0.6
0.7
Africa
7.7
8.4
Wines spirits*
0.4
0.4
East Asia
6.2
7.4
Other
0.2
0.2
Group volume
58.2
67.7
Total
6.2
7.1
Sales by
licensing partners
24.4
23.2
Total beer Volume 83.1 90.9 Wholesale sector only, no production (except Australia).
HEINEKEN ENVIRONMENT REPORT 1998-1999