Prof! Ie Heineken N.V. is the world's most
international brewing group, with operations
in more than 170 countries. In 1999 total beer
volume of the Heineken Group amounted
to 90.9 million hectolitres beer, ensuring
the Group's second place in world rankings.
The total beer volume of the Heineken Group
comprises the Group volume and the volume
of the affiliated companies Kaiser and Quilmes.
The Group volume comprises the volume of beer
sold by the consolidated companies and the
Heineken beers that are brewed and sold by third
parties under license. Production is based at more
than no breweries in over 50 countries. Heineken
is also active through export and licensing partners.
Heineken N.V. has its roots in Amsterdam,
where, in 1864, Gerard Adriaan Heineken
acquired the Hooiberg (Haystack) brewery.
This brewery itself dated from 1592. Very shortly
afterwards operations expanded nationwide and
across the border. Thanks to a balanced policy
on building up brands and on acquisitions the
Group has developed into the world's leading
brewing group.
The main thrust of Heineken N.V.'s activities
is in Europe. The Group's corporate brands are
Heineken, Amstel and Murphy's, supplemented
and supported by a large number of national and
regional brands. Heineken is the most inter
national brand in the world and the top seller in
Europe. Amstel is Europe's second largest brand.
The beers brewed by Heineken are positioned
in the premium, mainstream or in the specialties
segment of the market. Premium beer is the
umbrella term for lagers that on the basis of their
high quality and good brand image can realize
a selling price that is significantly higher than that
for mainstream beers. The mainstream segment
represents the largest, mid-priced section of the
market. Specialties are beers that differ from lager
in taste, colour, brewing process or in some other
way. Light beers - beers containing less calories -
and non-alcoholic beers also form separate
segments. The Heineken Group has only a very
limited presence in the low-priced segment.
In parts of Europe, the Group owns beverage
wholesalers, through which a supporting range
of soft drinks and spirits are supplied to the
on-premise segment in addition to beer. Some of
the soft drinks are produced in our own factories.
Research and development are coordinated
from the R&D centre in the Netherlands. Group
companies and associated breweries worldwide
receive technical and technological support from
the Netherlands.
Please, turn to the map of the world on page 42/43 of this report
for an overview of our breweries, operating companies, export
offices and the countries where corporate brands are available.
HEINEKEN
PROFILE
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