Heineken N.V. is the world's most international brewing group, with operations in more than
170 countries*, in 2000 the total volume of beer brewed by the Heineken Group was 97,9 mil
lion hectolitres, ensuring the Group's second place in world rankings. The Group comprises a
large number of operating companies and holds various minority interests. Heineken is also
active through export and licencing partners. Production is based at more than no breweries
in over 50 countries. The main thrust of Heineken N.V.'s activities is in Europe.
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 build
ing up brands and on acquisitions the Group has developed into one of the world's leading
The Group's leading international brands are Heineken and Amstel. These brands are sup
plemented and supported by a large number of national and regional brands as well as a num
ber of specialty beers. Heineken is the world's most international beer brand 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 special
ties segment of the market. Premium beer is the umbrella term for lagers that on the basis of
their 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 and mid-priced
section of the market. Specialties are beers that differ from lager in taste, colour and brewing
process or in some other way. Light beers - lagers containing fewer calories - and non-alco
holic beers also form separate segments. The Heineken Group has only a very limited pres
ence in the low-priced segment.
In parts of Europe the Group owns beverage wholesalers, through which in addition to beer
it supplies a supporting range of soft drinks, wines and spirits to the on-premise sector. Some
of the soft drinks are produced in our own facilities.
Research and Development are coordinated from the R&D centre in the Netherlands. Group
companies and associated breweries world-wide receive technical and technological support
services from the Netherlands.
An overview of our breweries
and operating companies is shown
on pages 50 and 51.