38. Chapter 3: The products (continued)
segment. Because of the brand's strategic
importance for our Company, it is also managed by
our Group Commerce department. Sales of the
Amstel brand account for roughly 10 per cent of
our total Group volume.
The remaining 70 per cent of total Group volume
is achieved through a portfolio of more than 170
international, regional and local beers; including
brands such as Ochota® (Russia), Cruzcampo®
(Spain), Zywiec® (Poland), Birra Moretti® (Italy),
Bintang® (Indonesia), Christal® (Chile), and Primus®
and Star® in African countries.
Our continuous focus on consumer needs drives
and guides the development of new, innovative
products. Consumers in some parts of the world
want beers with reduced bitterness, reduced
caloric value or reduced alcohol content. To meet
these needs, we have developed products such as
Amstel Pure Filtered® in Russia, Heineken Premium
Light® in the USA or Lingens Blond® in the
Netherlands. To meet the needs of consumers who
prefer fuller flavoured beer (but for whatever
reason do not want to drink alcohol) we market
products such as Buckler® (international markets)
or Bintang Zero® (Indonesia).
Barley is a cereal with a high nutritional value. Many
of these nutrients find their way into our beers and
also into products we have developed specifically
to supply a highly nutritional alcohol-free beverage
to the consumer. Such products include: Amstel
Malta® in Nigeria and Maltina® in the Democratic
Republic of Congo. Both are low-sugar malt drinks
enriched with vitamins Bl, B2, B6 and C, as well as
essential minerals.
Our soft-drink companies also develop products to
meet specific consumer demands. For example, our
Dutch soft-drink subsidiary Vrumona has been
active in the development of improved-flavour,
sugar-free soft drinks for many years. It has
recently developed and marketed some exciting
new products like Joy® - a still lemonade with no
added sugar and reduced acidity to prevent dental
problems for children.
Quality assurance
Brewing is a natural process in which the main
ingredients are barley malt, water and hops. Malt
is produced in maltings by steeping, germinating
and drying barley. Also other grains, such as maize,
rice or sorghum can be used during the brewing
process. The raw materials used in our beers are
required to meet high quality standards laid down
in our recipes and specifications. The packaging
materials in which our beers are sold are also
subject to strict quality standards. Both raw
materials and primary packaging must, as a
minimum, comply with all statutory guidelines and
a good Hazard Analysis and Critical Control Points
Beer
42
Orange juice
39
Soft drinks
39
Alcoholic mix drinks
65
White wine
70
Red wine
82
Whiskey
245
Milk
63
Caloric value of various beverages per 100 gramsKcal
Source: Netherlands Nutrition Centre
Heineken N.V. - 2004/2005 Sustainability Report