THE HEINEKEN COM PA NY TOWARDS SUSTAINABILITY 1.1 Profile Selling its products in over 170 countries, Heineken is one of the largest brewery groups in the world. Its position is the product of almost a century and a half of solid performance, measured expansion and consistent brand development. Since 1864, when Gerard Adriaan Heineken bought a brewery in Amsterdam, the company has grown under the leadership of three generations of the Heineken family into an international group with 115 breweries in 65 countries, as well as a strong export and licens ing business and several maltings and soft-drink plants. Almost 110 million hectolitres of beer were brewed in 2003, over half of which was sold in Europe. Heineken employs over 60,000 people around the world. Its operating profit in 2003 was €1.2 billion, on net turnover of almost €9.3 billion. Structure of the Heineken group Heineken N.V. shares are listed on the Euronext Amsterdam stock exchange. A 50.005 per cent inter est in Heineken N.V. is held by Heineken Holding N.V., which is also listed on Euronext Amsterdam. L'Arche Holding S.A., a Swiss company owned by the Heineken family, in turn holds a 50.005 per cent interest in Heineken Holding N.V. Standing at the head of the Heineken group of companies, Heineken Holding N.V. is not an ordinary holding company. Since its formation in 1952, Heineken Holding N.V.'s object pursuant to its Articles of Association has been to manage or supervise the management of the group and to provide services for Heineken N.V. The function which Heineken Holding N.V. has performed for the group since 1952 has been to promote its continuity, independence and stability and create conditions for controlled, steady growth of the group's activities. This has allowed Heineken N.V. consistently to pursue a long-term policy which serves the interests of the entire group, its shareholders, employees and other stakeholders. Within the Heineken group of companies, the primary duties of Heineken N.V.'s Executive Board are to initiate and implement corporate strategy and to manage Heineken N.V. and its related companies. It is supervised in the performance of its tasks by Heineken N.V.'s Supervisory Board. Goal and strategy Heineken's goal at all times is to defend and strength en its leading global market position and preserve its independence. Corporate strategy therefore seeks to achieve a level of sales and profitability, which makes Heineken not only one of the world's largest, but also one of the financially best-performing brewing groups. The success of this strategy requires Heineken to fulfil its corporate social responsibilities particularly with regard to alcohol policy, social policy and environmental issues. Brands Our company's principal international brands are Heineken and Amstel. Heineken has the widest global presence of any international beer brand and is the largest beer brand in Europe. In virtually all markets, Heineken is positioned in the premium segment. Amstel, the third largest beer brand in Europe, is generally positioned at the upper end of the mid- priced mainstream segment, which forms a large proportion of the market. The international brands are supplemented and supported by local brands and a range of speciality beers, light beers and alcohol- free beers. The company has a very limited presence in the low-priced segment. The objective of our brand strategy is to establish a full portfolio of beer brands in all the markets in which we operate, with Heineken as a premium brand. We aim to secure good market positions, with a balanced sales mix and an efficient cost structure, HEINEKEN N.V. SUSTAINABILITY REPORT 2002-2003 9

Jaarverslagen en Personeelsbladen Heineken

Heineken - Milieuverslag | 2002 | | pagina 11