General review
Heineken, Amstel and specialties
Our most important brand, Heineken, once more
achieved excellent growth in 1999. In the year
under review it also expanded its position as the
leading international beer brand, backed up by
increased marketing activities and an expansion
of distribution. Besides advertising, sponsorship
of international tennis tournaments and local
music events occupies an increasingly important
place within our successful communications
policy. The Heineken brand was to be seen at the
US Open tennis championships, the Davis Cup,
the Australian Open and the Heineken Shanghai
Open. Thanks in part to the quality of the players
these events attracted large TV audiences
worldwide. As of 1999, Heineken is the main
sponsor of the European Rugby Cup Competition
known as the Heineken Cup.
The growth in sales of Heineken beer exceeded
that of the world beer market considerably. Sales
increased by 5.0 from 19.4 million hectolitres
to 20.4 million hectolitres. In particular, Heineken
achieved higher beer sales in the United States,
France, Spain, Italy, China, Thailand and
Argentina. Working closely together, the central
and local marketing organizations developed
innovative activities that attracted much attention
in many areas involving the Heineken brand.
These activities make Heineken beer more acces
sible and reinforce consumer brand preference.
The sale of Heineken beer in new cans, the shaped
cans, was further expanded internationally. The
Geographical breakdown
of Group volume
in thousands of hectolitres
1999
1998
change
Europe
45,368
38,192
18.8%
Western Hemisphere
6,568
19,309
7.7%
Africa
8,436
7,662
9.7%
Asia Pacific
7,377
8,693
19.0%
Croup volume
67,749
79,149
16.4%
Affiliated companies
23,170
24,879
-6.9%
Total beer volume
90,919
83,059
9.5%
keg-shaped cans in particular and the millennium
can were very popular with consumers. The intro
duction of new packaging units made Heineken
attractive for a larger number of drinking occasions.
In addition, the improved graphic design of labels
and outer packagings that have been introduced
supported the brand's modern image.
The use of new media allows us to contact
our consumers more directly, interactively and
throughout the world. Therefore, Heineken
developed numerous activities using the Internet
and other new media. The Heineken web site
(www.heineken.com) has been expanded and
continues to be a much visited Internet site. Totally
new was BarTrek, in which maps of international
cities can be downloaded from our web site using
a hand computer. These maps show the Heineken
bars. The shortest route to the bar of a person's
choice can be found via satellite. Heineken's
millennium advertising campaign, which was to
be seen in 30 different countries, also scored a big
success. The campaign was supported locally and
via the Internet.
Sales of Amstel rose once again in the declining
mainstream segment. In 1999, sales of Amstel
increased from 7.6 million hectolitres to 7.9
million hectolitres, an increase of4.6%. Sales
rose mainly in the Netherlands, South Africa,
Cameroon, France and Greece. Exports of Amstel
Light to the United States also increased once
again.
The Amstel brand is also growing as a result
of the introduction of new, relevant beers under
the Amstel brand name and as a result of entering
new markets. Curasao saw the successful launch
of Amstel Bright, an easy-to-drink light beer sold
in a flint bottle. Following the success in the
Dutch market, a five-litre can with integral tap
was also introduced in Italy, Ireland and the
United Kingdom.
Amstel is involved in the sponsorship of sporting
and other events, for which there is interest in
broad sections of the population and which support
the desired brand image. Its role as main sponsor
of the UEFA Champions League, a football
1 6