£\J Annual Report 2006
Report of the Executive Board
Operational review
continued
Our David draught system for lower-volume
outlets in the on-trade was also extended by
the roll-out of the Xtreme Draught concept,
a slimmer, more mobile version. In total, our
David system is delivering benefit to outlet
owners in more than 70 markets and has
delivered more than 1 million hectolitres
since its introduction in 2002.
In line with our commitment to driving top-line
growth, we took the decision to implement an
Extra Cold beer programme around the world.
This builds on the consumer insight that there
are different occasions on which consumers seek
a beverage that both cools and refreshes. The
programme covers both draught and packaged
beer and incorporates sub-zero degree fridges
for the on- and off-trade as well as frozen draught
beer founts for the on-trade. These innovations
allow Heineken to be served at -2°c.
In 2006 our innovations accounted for
approximately 40 per cent of all new growth
on the Heineken brand.
It is clear that, as with Heineken Premium Light,
we are now seeing the benefit of taking bold
decisions and supporting them with action and
investment across the organisation.
Heineken brand communication
During the year, our advertising and promotional
programme was highly effective in delivering
growth.
We translated our international Heineken brand
sponsorships into high-impact consumer
communication platforms. 2006 was the first year
of our UEFA Champions League sponsorship. As
a basis for consumer promotion and association
with 'the global game' the tournament is a natural
and successful fit for Heineken.
The brand's unquestioned leadership in Europe
also allows us to exploit the Heineken Rugby Cup
tournament across six key markets. Combined
with the UEFA Champions League, this means that
we have arguably the two highest-profile Pan-
European sporting events within the Heineken
brand stable. These events have certainly helped
to drive growth of the brand in Europe over the
last 12 months.
We have become known for our creative use of
film to support the Heineken brand proposition.
Our association with the latest James Bond film -
Casino Royale - has given us the opportunity to
extend this reputation and build promotion and
activation programmes for those of legal drinking
age and above in 55 markets around the world.
These major activities were complemented by the
work that our markets undertook to associate the
Heineken brand with music and music events such
as Thirst, our global DJ competition.
O O Heineken N.V.
