32. Regional review continued In terms of brands, Heineken posted positive growth across the Caribbean region and remains the most widely available beer, with a strong position in each of 31 regional markets. A top priority in the US is the boosting of the growth of the Heineken brand. In this context we increased our focus on new campaigns, and we introduced the 'clear plastic label', which was well received by consumers. As from March 2006 we will introduce a unique line extension - Heineken Premium Light. This beer combines a distinctive taste with lower alcohol content, fewer calories and carbohydrates, and will be positioned in the luxury segment of the light market. This light market represents half of the total US market and is still growing. A very important and successful development for Heineken this year is the distribution agreement with FEMSA. For a three-year period starting in 2005, we are the exclusive national importer, marketer and seller of the brands Tecate®, Dos Equis®, Sol®, Carta Blanca® and Bohemia®. Sales volumes of FEMSA brands added 2.2 million hectolitres to our volume, further improving and completing our portfolio across the US. Heineken USA and Heineken N.V. (and in certain cases other Heineken companies and Heineken Holding N.V.) have been named as defendants in purported 'class action' lawsuits filed in nine states. The lawsuits claim that Heineken companies, along with other producers and distributors of alcohol beverages, have unlawfully advertised and marketed products to underage people. Heineken is defending vigorously against these accusations as Heineken companies advertise and market their products lawfully to people of legal drinking age. In 2005, two of the lawsuits were dismissed: the court in the lawsuit pending in the State of Colorado dismissed that case, although the plaintiffs have appealed that ruling, and the plaintiff himself voluntarily dismissed the lawsuit he brought in the State of Florida. Heineken has filed, or will be filing in 2006, motions to dismiss all cases at the initial pleading stage. Heineken N.V. - Annual Report 2005

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2005 | | pagina 38