MSTEl
Report of the Executive Board
Operational review
continued
Total Amstel volume
In millions of hectolitres
2002
2003
2004
2005
2006
been focused on three areas of skill development:
portfolio management, sales and distribution
management and mainstream brand management.
Over the last two years, a large part of this has
been the implementation of portfolio reviews
across our operating companies. This work has
allowed us to re-allocate both money and people
to focus on the 'winning' brands. To date, we have
covered approximately 80 per cent of our global
volume and are now undertaking the second
phase which is fully executing the findings. We are
now clearly beginning to see greater consistency
of approach and more exchange of best practice
across markets which is making a significant
contribution to improved performance.
Sustainability
One of the biggest challenges facing an
international businesses like Heineken is
achieving a balance between the sustainability
of business performance with the sustainable
development of the communities in which we
operate. At Heineken, we recognise this need
and work hard to put social and environmental
sustainability at the heart of the actions that
support Heineken's priorities.
Improving our sustainability 'footprint' is part
of our commitment to all stakeholders. We
aspire to deliver business results that support
the long-term health, safety and well-being of
our employees, consumers, customers and
the communities in which our stakeholders
live and work.
We believe that beer forms part of an enjoyable
lifestyle when consumed and marketed
responsibly. Looking ahead, we will continue to
actively encourage the responsible consumption
of beer and marketing of our beer. We will do
this both as Heineken and through membership
of international industry groups such as the
International Center for Alcohol Policies (ICAP),
Global Alcohol Producers Group and the Brewers
of Europe and through our work with local, non
governmental organisations.
AMSTEL
QQ Heineken N.V.
<L. Annual Report 2006
