19.
Global breakdown of brands
In millions of hectolitres
Heineken
19.8%
Amstel
Other
IV
118.6
The newly developed Xtreme Draught®
is the ultimate mobile 20-litre draught
beer system, providing superior quality
to our customers. Key features of the
Xtreme Draught are its 'brandability',
affordability and its ultimate user-
friendliness as it is a no-cleaning
installation that keeps beer in a good
condition for a longer period of time.
Xtreme Draught is expected to be
launched in the summer of 2006.
Another element of our investment in marketing
is our groundbreaking Thirst global dance music
contest, which entered its third year in 2005.
This travelling music and DJ contest, which mixes
the biggest names in dance music with the best
local talent, visited 25 countries, helping to boost
the image of Heineken among young adults.
volume growth potential. Portfolio reviews also
included a resource allocation review, a price and
promotion review and a recommendation on brand
and stock keeping unit (SKU) rationalisation.
Among the top innovations to the Heineken brand
for 2006 will be the national launch in the United
States of Heineken Premium Light in March 2006.
Following a successful test marketing in four US
cities in 2005, we will roll out the brand nation-wide
with additional investments in a marketing
campaign of USD 50 million.
Our portfolio of regional, national and local beers,
which includes top regional performers such as Star,
Cruzcampo and Zywiec, was strengthened with the
addition of new tastes designed to meet the changing
demand of consumers. In Poland, for instance, we
launched Freeq®, a new sour cherry and raspberry
flavoured beer.
In 2005 portfolio reviews were conducted in Austria,
Spain, the USA, Russia, Italy and France as part of
the Building Winning Portfolios programme. All of
them gave direction to strengthen the portfolios
with more focused segment strategies and defining
the role of innovation to unlock further value and
