31 Heineken N.V. Annual Report 2004 Report of the Executive Board Operational Review
component in strengthening the brand equity, re-inforcing the international, premium positioning
and driving spontaneous awareness of the brand. Along the way, we were able to give thousands
of Heineken partners, suppliers and employees a unique and intense Heineken brand experience.
Following the Heineken brand's highly successful sponsorship of the Rugby World Cup at the end
of 2003, our continued sponsorship of the Heineken Cup across key European markets maintained
our credentials in the sport and also helped support the brand's positioning, drive volume and recruit
new consumers to the brand.
Music
The Thirst dance music programme continued to draw crowds in venues around the world and won
many international awards. The programme, which brings the world's leading DJs in a travelling music
show is now in its third year. Thirst is a significant part of our strategy to build presence and credibility
in contemporary music - an increasingly important marketing and recruitment platform for the
brand.
Total Amstel sales in millions of hectolitres
2000
2001
2002
2003
2004
Amstel
The Amstel Brand is available in over go markets around the world and ranks as one of the top inter
national beer brands. It is the third largest beer brand in Europe, with the Heineken brand occupying
the number one position. In 2004 Amstel's volume grew to 11.1 million hectolitres, benefiting from the
double-digit growth in developing markets outside of Western Europe, while its core European volume
base remained under pressure due to the weakness of the mainstream segment in Europe.
Among the key growth areas for Amstel in 2004 were Sub-Saharan Africa, North America, the Middle
East, Kazakhstan, the United Kingdom and Ireland. In Spain and the Netherlands Amstel maintained its
position, whereas in France, other markets around the Mediterranean and Central European markets,
Amstel remained stable.
10.8
10.8
10.8
11.0
11.1
