43.
L
That's why we have set new targets, which will
be published in our sustainability report in 2006.
This section of this annual report merely
states our commitment and our views.
To make a better judgement, and to have
a closer look at what we are actually doing,
we encourage you to visit our website
wvvw.heinekeninternational.com/responsibility.
I ïovation and research
Heineken is a leader within the beer industry
in innovation, packaging and draught beer systems
in order to meet the constantly evolving needs of
consumers. That's because we consider innovation
a essential for our continued growth.
r any of our research and development activities
a e carried out locally in our operating companies
a id coordinated centrally by Heineken Supply
C lain located in Zoeterwoude, the Netherlands.
T e programmes cover the entire supply chain,
f om the review of new and improved strains of
stainable barley and hops, to the development
c new products and packaging.
Heineken focuses innovation on three major areas:
draught beer systems, packaging, and products.
Draught beer systems
Among our top accomplishments was the launch
of BeerTender and DraughtKeg in a number of key
markets. BeerTender, a home system that chills and
dispenses draught beer, was introduced in Austria
following successful launches in the Netherlands
and Switzerland.
In a number of countries, including the Netherlands,
France and the USA, we also launched DraughtKeg,
a portable keg for taking chilled beer to any
drinking occasion: a party, the beach or a picnic.
Both products have met sales expectations and
we believe offer significant opportunities to grow
incremental volume. In Asia, we have also begun
the roll-out of "XtremeDraught", an evolution
of the David draught system in the on-trade.
Packaging
We introduced a number of innovations in
packaging in 2005, the most important of which is
the clear label for Heineken, which was introduced
in USA in the second half of the year. In addition,
we launched the fridge pack, and mixed packs
of Heineken and Amstel.
Heineken N.V.
- Annual Report 2005
