Another Brick In The Wall. Sounds good. Heineken Regional Review Europe Irish Stout were lower. Preparations are in progress for repositioning of the Heineken brand, which will require a substantial market investment. Sales of Heineken beer in Germany continued to grow in 2001. There was a sharp rise in sales of our Desperados speciality beer. The results of the joint ven ture with Bayerische BrauHolding AG will be included in the consolidation as from 2002. Since Spendrups Bryggery in Sweden started produc ing Heineken beer locally under licence in May 2001, sales of Heineken in that country have trebled. Heineken's successful distributor in Bosnia also took over marketing in Croatia in early 2001 and posted sales growth of 20%. Exports of Amstel beer from Greece to Albania record ed strong growth. The beer market in Yugoslavia benefited from the improving economy and greater political stability, and sales of imported Heineken beer increased sharply. The acquisition of Bravo International, the fourth largest brewer in Russia, in early 2002 places Heineken in a good position from which to pursue rapid growth in this emerging beer market. The position of imported Heineken beer in Eastern Europe was strengthened by the signature of new distribution agreements for Russia, Latvia, Estonia, Lithuania and Georgia. Heineken Switzerland Campaign Sounds Good Agency JWT+H+F Ziirich Awards 3rd finalist International Food and Beverage Creative Excellent Awards 2001 HEINEKEN N.V. ANNUAL REPORT 2001 32

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2001 | | pagina 39