Heineken N.V. has the widest global presence of all the international brewing groups, operating
in over 170 countries* and employing 40,025 people around the world. With total beer volume of
105.1 million hectolitres in 2001, Heineken is also among the largest. Beer is produced at over 110
breweries in more than 50 countries and by other brewers under licence. Heineken also has a strong
export business. Europe accounts for over half of the sales volume.
Strategy and mission
Heineken has its roots in Amsterdam, where Gerard Adriaan Heineken purchased a brewery in 1864.
In the ensuing decades, under the leadership of three generations of the Heineken family and pursu
ing a policy of measured expansion and consistent brand development, Heineken has grown into
one of the world's leading brewing groups. In many countries Heineken has secured strong market
positions and an efficient cost structure by combining the marketing and sale of the international
Heineken premium brand with a range of strong local brands. This generates above-average returns
and creates added value for our shareholders. Heineken seeks long-term profit growth by expanding
in existing markets and entering new markets. Heineken aims to be the best international brewing
group in terms of financial performance. The company's core values include respect, pleasure in the
good things in life and a passion for quality. Heineken attaches great importance to having good
social and environmental policies.
The group's principal international brands are Heineken and Amstel. Heineken has the widest global
presence of any international beer brand and is the leading brand in Europe. In most markets,
the Heineken brand's quality and image mean that it can be positioned in the attractive premium
segment. Amstel, the second largest beer brand in Europe, is generally positioned in the mid-priced
mainstream segment, the largest segment of the market. Our international brands are supplement
ed and supported by national and regional brands and a range of speciality beers (which differ from
lager in flavour, colour or brewing method), light beers (low-calorie beers) and alcohol-free beers.
Heineken also has a very limited presence in the low-priced segment.
The beverage wholesalers owned by Heineken play an important role in distribution, especially in
Europe. As well as beers, these wholesalers also supply a supporting range of soft drinks, wines and
spirits to the on-trade sector. Some of the soft drinks are produced by Heineken.
Research and development
Innovation is very important to a leading company like Heineken, especially in defending the compet
itive position of its international Heineken and Amstel brands. In pursuit of higher quality, lower cost,
greater safety and lower environmental impact, Heineken works hard to improve all the technical
processes involved in brewing, packaging and supply chain management. Work in these areas is
coordinated by our research and development centre in the Netherlands, which makes its services
available to group companies and associated breweries all over the world.
Stock exchange listing
Heineken N.V. shares are quoted on Euronext Amsterdam, Euronext Brussels and the Luxembourg
Bourse. Heineken Holding N.V. holds 50.005% of the Heineken N.V. shares. Heineken Holding shares
are traded on Euronext Amsterdam.
The full list of breweries
and operating companies can
be found on pages 80 - 84.