18. Brand performance
Our number one priority is to drive top-line growth through the creation
of a global portfolio that combines the power of local and international brands
and which has Heineken as the jewel in the crown.
The Heineken brand was once again the world's
undisputed leader among international premium
beers. Its brand value continues to rank highest
among all international brewers. Nevertheless,
we are fully committed to fuelling growth through
constant innovation, customer focus and improving
our presence in developing markets.
In 2005, the Heineken brand in the premium
segment grew by 4.5 percent, despite the very
challenging conditions in two of its key markets,
France and the United States, showing strong
growth in comparison with the 2004 performance.
trend of wellness and health awareness. This new
premium quality full-strength Amstel beer has been
developed, together with an iconic packaging and
a distinctively new Amstel brand concept.
Among our portfolio of more than 170 international,
regional and local beers, exceptional volume growth
was posted by Ochota in Russia, Cristal® in Chile,
Primus® in Congo and Tatra Pils® in Poland.
In 2005 we increased our spending in innovation
and marketing in order to reinforce our brand
portfolio and to address declining beer consumption
in some Western European markets.
Since its introduction in the Netherlands,
well over 150,000 BeerTender systems
and 3 million kegs have been sold in the
Netherlands. In October 2005 BeerTender
was launched in Austria.
Heineken N.V. - Annual Report 2005
Amstel, the third-largest international beer in Europe,
is available in more than 90 markets worldwide.
In addition to Amstel lager, we brew, market
and distribute several Amstel beer propositions,
including light beers, non-alcoholic and tastes
tailored for regional markets. Amstel's positive
overall performance was enhanced by rapid
growth in African markets and in the Middle East.
The relaunch of Amstel Light in the United States
should bear fruit in 2006.
With more markets to follow in 2006, Amstel
introduced its new premium quality Amstel beer
proposition in Russia, based on the worldwide
increasing consumer appreciation for more
accessible beer tastes and tapping into the global
Among the investments was the renewal for a
further three years of the UEFA Champions League.
The Heineken brand has taken over the UEFA
Champions League sponsorship from Amstel.
We took the decision to switch sponsorship because
the popularity of the UEFA Champions League
soccer tournament has increased outside of
Europe, particularly in the Asia Pacific and Latin
America regions, and now better reflects the
international premium image of Heineken.
A high-quality draught
BeerTender brings the enjoyment of a
fresh Heineken draught beer to the homes
of consumers: a unique technology
that delivers the highest quality draught
beer for regular home use.
The appliance keeps the compact 4-litre
keg at the right temperature and in an
optimal condition for a period of three
weeks after the first beer has been
draughted.