Profile 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. Brands 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. Distribution 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.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2001 | | pagina 2