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.