We are proud to be one of the world's great beer
businesses. The Heineken brand is the most international
beer brand in the world, enjoyed by consumers in more
than 170 markets. I am honoured to have the responsibility
with my commercial colleagues around the world for
growing the reputation, equity and volume of our flagship
brand through the introduction of innovations and new
communications. Respect for the consumer and an
acknowledgement of the dangers associated with the
misuse of alcohol drives us to market our products in a
responsible way. But we are moving further than simply
marketing our brands responsibly. We are taking significant
steps towards the marketing of responsibility itself as part
of the way we communicate with consumers. I am
committed to taking the message of responsible
consumption seriously in our communication activities.
Peter van Campen
Director Group Commerce
Heineken N.V. - 2004/2005 Sustainability Report
