19
Amstel volume
In millions of hectolitres
2003 I
2004 I
2005 I
2006 I
2007 I
11.0
11.1
I 11.4
12.2
10.6
Just as with Heineken Premium Light, the Amstel
Pulse line extension was a significant driver of
the brand's growth during 2007 and will continue
to be so in 2008. During 2007, we added both
Hungary and New Zealand, to the list of existing
markets where Amstel Pulse is developing a strong
consumer franchise.
In the USA, Amstel Light did not achieve the
growth we had targeted. We are looking at every
aspect of the brand, from its positioning in the
segment to packaging and communication. We
are introducing new programmes to rejuvenate
the brand and help it regain its position in the
profitable imported light segment.
Sustainability
As one of the world's leading brewers, Heineken
creates value and enjoyment for millions of people
around the world through brewing, marketing and
selling high-quality beers. We are proud of this.
At the same time, we are fully aware that we have
an important role to play in society at large and in
the lives of all our stakeholders. These include our
employees, customers and suppliers who depend
on us for their income, our consumers who enjoy
our beers, our shareholders who seek a healthy
return on their capital and the communities in
which we operate which rely on us to be a good,
corporate citizen.
In all of our actions, we seek to balance commercial
reality with social responsibility. It is not an easy
task and it ultimately means that we can never
please visit:
enjoyheinekenresponsibly.com
Heineken N.V. Annual Report 2007