Profile
Selling our products in over 170 countries, we
are one of the largest brewers in the world.
Our position is the product of almost a centu
ry and a half of solid performance, measured
expansion and consistent brand develop
ment. 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 brew
eries in 65 countries, as well as a strong
export and licensing 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 turnoverof almost
€9.3 billion.
Strategy
Heineken's goal at all times is to defend and
strengthen 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 brew
ing groups. The success of this strategy relies
on Heineken fulfilling its corporate social
responsibility, particularly with regard to
alcohol use, social policy and environmental
issues.
Heineken's vision of sustainability
Three core values have been central to our
company since the beginning: respect,
enjoyment and a passion for quality.
These core values have been key factors
in Heineken's growth and will continue to
underpin our growth in the future.
Sustainable quality is the yardstick by which
we judge both our beers and our financial
results. Heineken's goal is a place among the
top three companies in the brewing industry
in terms of sustainability. Our breweries
produce beers of high quality, which are
marketed worldwide with respect for local
communities and the environment.
Sustainable quality is also the criterion by
which we judge the working conditions prov
ided for Heineken personnel and the contri
bution Heineken makes to the community.
Progress towards sustainability is an integral
element in our operations, which requires
us systematically to maintain a dialogue with
stakeholders and to define and implement
programmes and other measures in the light
of that dialogue. This is the foundation on
which the legitimacy and continuity of our
company is built. Heineken wants these pro
grammes and other measures to be visible
and measurable.
Local implementation
Local dialogue is consistent with Heineken's
management model, which is based on
respect for cultural diversity and delegation
of responsibilities and powers. Practical
implementation is therefore decided at local
level. In consultation with employees and
external stakeholders, the Heineken values
and principles were defined in greater detail
by the local managementteams in 2002 and
2003. The outcome of this dialogue will be
used in 2004 and 2005 to tailor the Values
and Principles to local needs and translate
them into procedures and activities which
are consistent with local wishes, regulations
and cultures.
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