Important highlights
Milestones 2007
Amstel in
South Africa
New UEFA
Champions
League
advertising
campaign
Heineken and
FEMSA sign
ten year
import
agreement
for the USA
Krusovice
Brewery
in Czech
Republic
4 fi
Rugby World
Cup 2007 in
Paris
Heineken and
Carlsberg to
bid for
Scottish
Newcastle
Acquisitions in Serbia
and Belarus
March
May
June
September
October
December
04
Heineken regains control
of Amstel Lager in South
Africa, following an
arbitration award by
the International Court
of Arbitration of the
International Chamber
of Commerce in favour
of Amstel.
In addition, Heineken takes
an in-principle decision
to construct a brewery
in South Africa.
Amstel Lager will be
marketed, sold and
distributed in South Africa
through brandhouse
Beverages (Pty)
Ltd., the Cape Town-
headquartered joint
venture between
Heineken, Diageo and
Namibia Breweries.
Until the new brewery
is completed, the
production of Amstel
Lager will be brewed in
existing Amstel breweries
in Europe and transported
to South Africa.
Heineken launches a new
advertising campaign for
the Heineken brand and
the UEFA Champions
League partnership, which
establishes the new theme
"Enjoyed together around
the world." This new
campaign builds on
the truly international
premium status of both
Heineken and the UEFA
Champions League.
Heineken and Fomento
Económico Mexicano,
S.A.B. de C.V. ('FEMSA')
extend their existing
three-year relationship
in the United States for
a period often years,
effective 1 January 2008.
Heineken USA will
continue to be the sole
and exclusive importer,
marketer and seller of
the FEMSA beer brands,
Dos Equis, Tecate, Tecate
Light, Sol, Bohemia and
Carta Blanca, in the USA.
Heineken announces
the acquisition of
Krusovice Brewery
in the Czech Republic
from Radeberger Gruppe
KG. As a result of this
transaction, the market
share of Heineken in
the Czech Republic will
increase to 8 per cent,
with total volumes of over
1.6 million hectolitres,
improving Heineken's
position in the market
to number three.
This acquisition provides
a strong opportunity
to accelerate top-line
growth in the Czech
market. The Krusovice
brand is very popular
among local consumers
and Heineken is confident
that with appropriate
commercial investment,
this brand has clear
potential to grow.
•Heinekeo N.V. Annual Report 2007
05
Heineken launches its
new campaign entitled
'Continental Shift,'
officially starting the
countdown to the opening
game of Rugby World
Cup 2007 in Paris on
7 September. Heineken
was once again the Official
Beer of the Rugby World
Cup and holds Official
Sponsor status.
Referring to a new
campaign theme 'One
World, One Cup, One
Beer', Heineken presented
a TV commercial in which
thousands of fans from all
over the world show their
passion for the game of
rugby and for Heineken
beer. The television
commercial was shot
in a number of iconic
locations around the
world, and is based around
the idea that rugby fans
would do anything to get
to Rugby World Cup 2007.
Heineken and Carlsberg
confirm their intention
to make an offer for the
entire issued share capital
of Scottish Newcastle
pic. Through the deal,
it is intended that
Heineken will ultimately
obtain a number 1
position in the UK and
number 2 positions in the
key markets of Portugal,
Ireland, Finland and
Belgium, as well as greater
exposure to developing
markets and segments,
with positions in India and
the US import market.
Carlsberg will ultimately
acquire Scottish
Newcastle's interests
in Russia (BBH), France
and Greece.
In January 2008, the board
of Scottish Newcastle
recommends the terms
of a cash offer to its
shareholders.
Heineken announces the
acquisitions of the Rodic
Brewery, in Novi Sad,
Serbia and of the Syabar
Brewing Company, in
Bobruysk, Belarus.
Rodic was established
in 2003 and employs
282 people. The Rodic
Brewery facility is a state-
of-the-art, 1.5 million
hectolitre brewery,
located in Novi Sad,
northern Serbia.
The company's portfolio
consists of the beer
brands MB Premium, MB
Pils and Master. Total 2007
sales volume is estimated
at 500,000 hectolitres.
The Syabar Brewing
Company has been
operational since October
2005 following the
reconstruction of a state-
owned brewery, employs
280 people and is located
in Bobruysk, 140 km
south-east of Minsk.
The portfolio consists
of the national
mainstream beer brand
Bobrov, which holds the
number two position
in the market and the
recently introduced
premium brand Syabar.
2007 sales volume is
estimated at 600,000
hectolitres, compared
to 370,000 hectolitres
in 2006.
Heineken N.V. Annual Report 2007