competition featuring top European clubs, contributed towards an increase in brand aware ness and a reinforcement of the Amstel image. Amstel renewed its UEFA sponsorship contract. In Africa, sponsorship of the Africa Cup of Nations, the continent's prestigious football competition, played a similar, positive role. Amstel also sponsors various local football activities. The renewed Amstel Internet site 'United Sites of Amstel' (www.amstel.com), which was opened at the end of 1998, was further expanded. The number of visitors rose sharply thanks in part to a partnership with, and link to, the tourist site of Amsterdam (www.visitamsterdam.nl). The use of direct and interactive communications technology contributes towards a broadening of the core values of Amstel: Friendship, Fun and Freedom. Although the specialties segment is small, it is still growing - especially in the developed beer markets of Western Europe and North America. Specialty beers have therefore acquired a permanent place in our portfolio and the sales of these beers display continuing growth. Most successful is Desperados, which showed strong growth in France and Germany in particular. Sales of the white beer Wieckse Witte also increased. Murphy's Irish Red, an amber-coloured beer, was introduced into various markets. Murphy's is especially growing in a number of countries of Western Europe and will also be introduced into new, attractive markets. So far, more than 100 Murphy's Irish pubs have been opened. A new pub concept known as Murphy's House has been developed in France. esearch and Development Innovation in production, product and packaging, and others areas constitutes a cornerstone of Heineken's policy and is based on an extensive programme of research and development. The programme, which is coordinated from the Netherlands, makes use of the expertise of various leading R&D institutions and also involves our suppliers. Many parts of the organization are involved in the projects worldwide. This improves use of the knowledge available: effective improve ments are implemented swifter in the organization. Last year again, projects involving the develop ment of new types and shapes of packaging got under way. The development of various new shapes of beer cans achieved good results. Successful promotions were conducted in various countries. There are numerous developments in the technology of PET bottles and these are also being studied closely. France is taking the lead in the marketing of "33" Export in 50 cl. PET bottles. New introductions are in preparation. Initiatives aimed at achieving the same production at lower investment levels and produc tion costs produced concrete results. In 2000, tests will be carried out in a production environment to prepare for application in the breweries. Maintenance policy has also been completely revised. Thanks to projects involving optimization of the procurement of raw and packaging materials, it is possible to procure the requisite quantities with a better and more uniform quality at more attractive prices. These efforts ensure that Heineken continues to have an optimum cost structure. The Group in particular places emphasis on supplying pure, natural products of the highest quality and on a continuing reduction in the burden on the environment. In order to continue guaranteeing the highest quality worldwide, research has been carried out with the aim of enabling us to trace our products throughout the whole chain, from raw materials via production and distribution to the beer in the market. Also in the framework of supply chain management, continuing optimization of production and logistics planning and the potential for introducing online ordering also received much attention. In the case of exports in particular, this can reduce the lead time between when the beer is bottled and when it reaches the consumer. Knowledge management remains a focus of attention within the Group. At the end of 1999, a project in which knowledge in the field of production and logistics was made accessible to HEINEKEN REVIEW OF EXECUTIVE 19 9 9 N. V. THE BOARD 1 7

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 1999 | | pagina 21