Profile
5 Heineken N.V. Annual Report 2004
Heineken is one of the world's leading brewers in terms of sales volume and profitability and we
have the widest presence of all international brewers through a global network of distributors and
breweries. In volume terms, we are the largest brewer and beverage distributor in Europe, where we
realise more than half of our sales. We balance a strong position in stable and profitable markets
such as Europe and North America with a growing presence in rapidly expanding beer markets such
as China and Russia. We employ more than 60,000 people.
The Heineken brand, available in almost every country on the planet, is the world's most valuable
international premium beer brand. In addition, we own and manage one of the world's leading
portfolio of beer brands comprising other international premium, local and specialty brands.
Origins
The Heineken family entered the beer business in 1864, when Gerard Adriaan Heineken bought a
brewery in the heart of Amsterdam. Over the past 140 years, four generations of the Heineken family
have built and expanded the brand and the company in Europe and around the world. It is thanks
to the leadership of Gerard, Henry, Alfred 'Freddy' Heineken and Charlene de Carvalho-Heineken,
Chairman of the Board of Directors of Heineken Holding N.V., that Heineken is one of the world's
leading brewing groups.
Goal and market strategy
Heineken's goal is to grow the business in a sustainable and consistent manner, while constantly
improving profitability. The strategy to achieve this has four elements:
Strive to reach a leading position in attractive markets.
Focus on capturing an ever-growing share of the premium and specialty beer market segments.
Work to improve efficiency and cut costs in operations.
Grow through selective acquisitions, so long as they create shareholder value.
Brands
Heineken owns and manages one of the world's leading portfolios of beer brands. Our principal
international brands are Heineken and Amstel. Heineken is positioned as a premium brand, except
for our home market in the Netherlands, and its appeal is growing in many markets. Heineken is the
leading beer brand in Europe and Amstel is the third largest. In Europe, Amstel is positioned in the
mid-priced mainstream segment, the largest segment of the market, and is available in more than
90 countries around the world.
Heineken also owns and manages a strong portfolio of more than 120 top-selling brands that
includes Cruzcampo, Zywiec, Birra Moretti, Murphy's and Star. We have a limited presence in the
low-priced segment of the market and our international and local brands include lagers, specialty
beers, light beers (low-calorie beers) and alcohol-free beers.
Distribution
Heineken is the largest beer and beverage distributor in Western Europe. In every market where
we are active, we strive for comprehensive coverage through alliances with independent distributors
or via our own beverage wholesalers. Often, our wholesalers also distribute wine, spirits and soft
drinks to the on-trade. In some markets, we also produce soft drinks.
