DraughtKeg: extraordinary success established its first advertising campaign in France, while Cruzcampo® Shandy in Spain and Birra Moretti® Zero are creating new opportunities. The Fit2Fight programme was implemented in the region and we are confident that this programme will further improve profitability and will support long-term growth. The proposal of the European Union for the harmonisation of excise duty levels across the region is still being discussed. Heineken supports an equal treatment of beer in comparison with wine and believes that excise duty on beer - where wine is not taxed - leads to further unfair competition. DraughtKeg was introduced in France in April 2005 and the one-way BeerTender version in October 2006. The DraughtKeg is a 5 litre C02 pressurized keg with a tap. The consumer chills the keg and then simply clicks on the easy-to-install tap tube to draw a fresh draught beer. Our unique and patented carbonator pressure unit inside the keg releases C02 to keep the pressure at 1 bar. This allows for a crisp quality beer with the right head of foam and the right 'bite'. The DraughtKeg stays fresh for 21 days after first tapping, right down to the last glass. On average, 20 glasses can be dispensed. The DraughtKeg is now available in 54 countries around the globe, proving an extraordinary success. It is exclusively used for the Fleineken brand. With the new one-way BeerTender technology, the DraughtKeg can now be used as a keg for our BeerTender appliance as well. The new system was introduced in the French market for the first time. We are more than tripling our manufacturing capacity in order to meet the high consumer demand. The new filling line will be up and running in the first half of 2007. Principal brands Our principal international brands are Heineken and Amstel. Heineken is positioned as a premium brand, except for the Dutch market and Amstel is positioned in the mid-priced mainstream segment. Heineken N.V. 0"7 Annual Report 2006 I

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2006 | | pagina 32