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Five years following the introduction, the David
draught beer system aimed at lower volume
on-trade outlets, is available in 85 markets. During
the year, we also made good progress on the
mobile Xtreme Draught concept, the next
generation of the David system. Xtreme Draught
uses either the new 'Ten Can' (10-litre draught keg)
or the standard 20-litre David keg, making it
flexible and easy to use. It also means optimal
freshness for the beer and a better experience for
both customer and consumer. The new system is
now available in 25 countries around the world.
Finding new and faster ways to grow volume
is the key rationale behind the roll-out of our Extra
Cold programme which adds value to the Fleineken
brand equity and which is now available in more
than 100 markets.
As we move into 2008, all these programmes will
continue to be driven at a market level to address
specific consumer needs or to ensure we are able
to offer the consumer a quality Fleineken brand
experience across the spectrum of consumer
drinking occasions.
International marketing
With Fleineken now available in almost every
country in the world, Fleineken is literally the only
beer brand in the world that can develop and
deliver major international marketing initiatives
with such authority and credibility. In 2007, we
again used this credibility as a way to clearly
differentiate the Fleineken brand from its
competitors and as a way to bring the brand alive
for consumers and trade partners.
'One World, One Cup, One Beer' was the motto for
the fully-integrated campaign for the 2007 Rugby
World Cup held in France. Throughout the seven
weeks of competition, Fleineken had a massive
presence around the stadia, the tournament and
in the world's media. We also entertained 8,000
guests, including consumers and trade partners
from more than 30 markets.
The Fleineken brand's UEFA Champions League
(UCL) sponsorship also leveraged the credibility
and authority of the brand. The programme was
supported by centrally developed international
commercials and break bumpers, on air in 156
countries, as well as consistent communication
material and trade support programmes. At the
tournament final in Athens, the culmination of
more than nine months of in-market activity, we
broke our own record for guests at a single event
when we hosted more than 1,100 guests from
around the world. The first UCL Trophy Tour to Asia
Heineken N.V. Annual Report 2007