PROFILE Heineken is one of the world's great brewers and is committed to growth and remaining independent. The brand that bears the founder's family name - Heineken - is available in almost every country on the globe and is the world's most valuable international premium beer brand. HEINEKEN N.V. ANNUAL REPORT 2008 Our aim is to be a leading brewer in each of the markets in which we operate and to have the world's most prominent brand portfolio. Our principal international brand is Heineken®, but the Group brews and sells more than 200 international premium, regional, local and specialty beers and ciders, including Amstel®, Birra Moretti®, Cruzcampo®, Foster's®, Maes®, Murphy's®, Newcastle Brown Ale®, Ochota®, Primus®, Sagres®, Star®, Strongbow®, Tiger® and Zywiec®. We have the widest presence of all international brewers, thanks to our global network of distributors and 125 breweries in more than 70 countries. In Europe we are the largest brewer and cider producer. We achieve our global coverage through a combination of wholly-owned companies, licence agreements, affiliates and strategic partnerships and alliances. Some of our wholesalers also distribute wine, spirits and soft drinks. Our brands are well established in profitable, mature markets, whilst the popularity of our beers is growing in emerging beer markets. Marketing excellence and innovation are key components of our growth strategy. In everything we do, it is the consumers and their changing needs that is at the heart of our efforts. We also play an important role in society and in the communities in which we operate. Social responsibility and sustainability underpin everything we do. As part of this, we continue to increase our initiatives to combat alcohol abuse and misuse and we will work hard to reach the highest environmental standards in the industry. History The Heineken story began more than 140 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in the heart of Amsterdam. Since 1886, the unique Heineken A-yeast has guaranteed the pure, premium taste of Heineken beer. After 13 years of prohibition, in 1933, Heineken set foot on American soil and in 1937 the first Heineken beer was brewed outside the Netherlands, in the Dutch East Indies. Over the ensuing 60 years, growth and acquisitions substantially expanded the Company. The acquisition of Brau Union in Austria in 2003 significantly extended the pre-eminence of Heineken in Europe. The acquisition of key Scottish Newcastle businesses in 2008 represented the largest acquisition in the history of Heineken. It created a single, stronger, more competitive business focused on sustainable growth. Four generations of the Heineken family have been passionately involved in the expansion of the Heineken brand and the Heineken Company throughout the world. By the 21st century, the small 19th century local Amsterdam brewer has grown into a worldwide business with a global brand, employing more than 50,000 people.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2008 | | pagina 11