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Heineken
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SOAff THINGS SHOULDN'T BE
SHAKEN OR STIRRED.
In Theaters November 17
www.MWnelien.com/CinnoRoyjlo
James Bond set
Heineken invested in a ground-breaking promotional
partnership with Sony Pictures Entertainment for the
21st edition of James Bond, Casino Royale. Heineken's
promotional campaign included a TV commercial
featuring Bond girl Eva Green. The partnership marked
the first time that a commercial product was allowed
access to the actual Bond set to shoot an ad.
The Amstel brand
Amstel is available in more than 90 markets
worldwide with total group sales of 12.2 million
hectolitres. In addition to Amstel Lager we brew
and sell various Amstel propositions including
Light beers, non-alcoholics and taste suited for
regional markets.
In line with our portfolio approach we developed
a revised strategy for the Amstel brand which
provides a distinctive role for the brand in our
international portfolio. Part of this new approach
has been the creation and launch of Amstel Pulse.
This is a beer which meets the growing consumer
desire for more accessible taste and which,
through significantly lower calories and
carbohydrates, taps into the consumer wellness
and lifestyle trend.
In Russia, during the first year of introduction,
sales of Amstel Pulse have exceeded 100,000
hectolitres. Amstel Pulse has also been launched
in Australia, Greece, Dubai and New Zealand.
The packaging identity for the Amstel brand
has been refreshed, first introduced in the
Netherlands at the end of 2006. This new design
will be rolled out to other markets in 2007. This
will increase the brand's point of differentiation
and re-confirm its quality credentials within the
portfolio.
In the USA a new campaign 'Live tastefully'
was launched in the summer with new TV ads in
order to revitalise the Amstel Light brand, building
up on its European flavour and long-standing
heritage. With Amstel Light and Heineken Premium
Light our Group enjoys the largest share in the
imported light beer market in the USA.
Brand portfolios
Managing a portfolio of brands requires a
significant level of sales and marketing capability.
That's why we have focused a significant amount
of effort on training and development initiatives
throughout the global function, implemented via
the new regional structure. These initiatives have
Heineken N.V. Q«|
Annual Report 2006 J.