44. Operational review continued
Another key innovation in 2005 was our 'Cold Beer'
programme. Consumers, especially in hotter
climates, like their beer colder than it is oftentimes
served. The programme educates and assists the
on-trade in serving colder beer. Our 'Cold Beer'
programme is raising the awareness of the need
for colder beer and is helping to boost revenue.
In the on-trade we extended our innovation
to include glassware: the new 'Galaxy' glass
was recently introduced in the Netherlands,
and other two special formats are being tested
in the Netherlands and Italy. Both are patented
and have distinctive features. One of the new
formats has been designed by the creator of
Paco, the aluminium bottle of Heineken.
An important evolution in packaging is the
increasing use of PET (plastic bottle), in addition
to our can and glass offer. This format is
increasingly popular and successful especially
in some Eastern European countries. Heineken
has recently launched a new one litre PET
version, to a strong consumer reception.
Products
The continuous focus on consumer needs led
Heineken to develop new beers, such as Cheers
in Asia and Freeq in Poland and to test new taste
profiles for a more sophisticated consumer in
Western Europe. Two examples are Desperados
and Isla Verde, introduced in France.
These changing demands include the call for
less-bitter beers that are easier to drink and
lighter beers for the growing segment of
consumers interested in reducing calorie intake.
Heineken, with its Amstel Light and newly launched
Heineken Premium Light Lager offer is tapping
the growing market. Amstel Light was recently
re-launched in the US market and was successfully
introduced in the growing Russian market.
Another important product we will develop
further, especially in Africa and Asia, is Fayrouz.
This non-alcoholic malt beverage is now produced
and sold almost exclusively in Egypt, but an
introduction in Nigeria and some Asian countries
will follow in the not too distant future.
The sub-zero refrigerator is a Heineken-
branded cooler, specially developed
for consumers to ensure a cool-served
Heineken premium beer.
The temperature of beer affects the taste
profile in a number of ways. It makes the
beer taste smoother, less bitter and easier
to drink and therefore more accessible.
Heineken N.V. - Annual Report 2005
