18 Report of the Executive Board
Operational review continue
Shifting the balance
2007 was notable for taking the first steps in
re-balancing our approach to marketing and sales.
In the past few years, we have made a significant
investment in the architecture, strategy and
communication platforms for our major brands.
This has undoubtedly helped us drive some of the
growth that we are now seeing. What we began
during 2007 though was a series of marketing and
sales workshops with the clear objective to
improve the in-market execution of the plans we
have developed - in effect, ensuring that we get
the maximum return from the investments we
have already made.
During 2008, the focus on marketing and
communication excellence will accelerate.
Ultimately, our aim is to have the same levels
of competence across our business for delivery
of sales and distribution that we have traditionally
had for creative and consumer communication
development.
The Amstel brand
The Amstel brand is another important pillar within
our global portfolio, with availability in more than
100 markets and global volume of 10.6 million
hectolitres. 2007 was a pivotal year for Amstel
with a number of significant developments which
helped to set the brand's course for the future.
In March 2007, we regained control of Amstel in
South Africa, one of Amstel's biggest markets. In
the short term, we have established a supply chain
out of Europe. In 2010 we will switch to local
production, following the completion of a brewery
in South Africa.
saw over 50,000 consumers have their picture
taken with the trophy and attracted a TV audience
of more than 200 million people.
However, we do not solely strategically promote
the brand. Over the last few years, we have been
building a reputation for innovative use of film as a
way of reaching our target consumers. With 'The
Matrix' and 'James Bond' franchises already a part
of this approach, in 2007 we again sought a
high-profile opportunity to continue the success.
We chose 'The Bourne Ultimatum', which we
successfully integrated into our global marketing
campaigns. Music also remains a key sponsorship
area for the Heineken brand with more than 100
Heineken supported or sponsored large music
events worldwide, including our global music event
'Thirst Studio*.
Heineken N.V. Annual Report 2007