Profile Heineken has the widest global presence of all the inter national brewers, operating in over 170 countries* and employing 48,237 people around the world. With total sales of 108.9 million hectolitres in 2002, Heineken is also among the largest. Beer is produced at over 110 breweries in more than 60 countries and by other brewers under licence. Heineken also has a strong export business. Europe accounts for over half of the sales volume. Roots, aims and strategy Heineken has its roots in Amsterdam, where Gerard Adriaan Heineken purchased a brewery in 1864. In the ensuing decades, under the leadership of three genera tions of the Heineken family and pursuing a policy of measured expansion and consistent brand development, Heineken has grown into one of the world's leading brewing groups. Core values within the company include respect, enjoyment and a passion for quality. Heineken aims to defend and strengthen its global market position and preserve its independence by retain ing its place among the largest brewing groups in the world in terms of beer sales and profitability, based on a portfolio of strong brands with Heineken as the leading international premium beer. In many countries Heineken has secured strong market positions and an efficient cost structure by combining the production, marketing and sale of the international Heineken premium brand with that of a selection of promi nent 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 attaches great importance to having a responsible policy on alcohol abuse and good social and environmental policies. Brands Heineken has built its strong international and local market positions by developing and regularly updating its cohesive portfolio of strong brands which offer high added value for its customers and consumers. 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 virtually all markets, the Heineken brand's quality and image mean that it can be positioned in the 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. The Group's international brands are supplemented and supported by national and regional brands and a portfolio of speciality beers (which differ from lager in flavour, colour or brewing method), light beers (low-calorie beers) and alcohol-free beers. Heineken has a very limited presence in the low-priced segment. Distribution Heineken seeks to achieve comprehensive coverage in each market, through alliances with independent distrib utors or via our own beverage wholesalers. Heineken owns numerous wholesalers in Europe which, in addition to beer, also supply a supporting range of soft drinks, wines and spirits to the on-trade. Some of the soft drinks are produced by Heineken. Research and development Innovation is very important to a leading company like Heineken, especially in reinforcing the competitive position of the international Heineken and Amstel brands. In pursuit of its commitment to 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 the Group's research and develop ment centre in the Netherlands, which makes its services available to group companies and associated breweries all over the world. Ownership structure and stock exchange listing Heineken Holding N.V. holds 50.005% of the Heineken N.V. shares. Heineken Holding N.V. engages in no operational activities: these are carried on by Heineken N.V. and its related companies. Heineken N.V. is responsible for the development and implementation of strategy. Heineken Holding N.V. is concerned primarily with safeguarding the long-term continuity, independence and stability of Heineken's activities. The net asset values of both shares and the dividend policies of both companies are identical. Both shares are traded on Euronext Amsterdam, as are options on the shares. The full list of breweries and operating companies can be found on pages 76-79.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2002 | | pagina 2