As we present the satisfactory results
for the year 1997, our eyes are firmly
focused on the future. The worldwide
market for beer is set to increase by
half again over the next twenty years.
That is a good outlook. Our task is
to ensure that the core competencies
behind our past successes stay as
fresh as ever. Consistency in production
and marketing is one such competency.
Internationalization is another. And the
Heineken culture is the third. Together
they enable us to go on generating
added value.
Our annual report also takes a look
ahead. What does the future hold
for our most important raw material
- water?
What will consumers be like twenty years
from now? How will we deal with
knowledge? How will we ensure that our
beer gets to the customer as efficiently
as possible?
It is our ambition to go on exerting a
determining influence on our future.
We consider that to be a major responsi
bility to our shareholders, our employees
and all stakeholders.
In short: Our passion is your perfect beer.