Market opportunities
13.
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Sustainable, long-term value creation for our
shareholders will be the result and is our top priority
for the coming years. With the introduction of a
new senior management reward and remuneration
policy, we have taken a big step towards improving
the alignment of the business with the interests
of shareholders.
In achieving sustainable growth, we remain fully
committed to the responsible brewing, sales and
marketing of our brands. Our society demands
it from us and we demand it from our business.
Our re-listing in the SAM Dow Jones Sustainability
Index in 2005 expresses our commitment and intent
to meet the obligations and responsibilities placed
on companies like Heineken in the 21st century.
Finally, I am very grateful for the commitment,
contribution and loyalty of our employees during
the past year. We are confident that they will again
fully contribute to the execution of the priorities
we have set. I am looking forward to the challenge.
Jean-Frangois van Boxmeer, Chairman/CEO
Amsterdam, 21 February 2006
Russia: growing consumption
As part of Heineken's strategy, 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 Russia.
In the developing beer markets of Central
and Eastern Europe, beer consumption is
growing. Increased consumption is driven
by a growing population, an increase
in personal income and spending and the
shift from the consumption of traditional
(hard) liquor to beer. Growth is coming
from both the mainstream segments as
well as the higher-priced premium and
specialty segment.
Heineken N.V. - Annual Report 2005