MILESTONES K
008
Heineken
Heineken
ACQUISITION IN
ALGERIA
AGREEMENT ON
ACQUISITION OF
SCOTTISH
NEWCASTLE
JOINT VENTURE
SERBIA AND
KAZAKHSTAN
ACQUISITION
IN ROMANIA
ACQUISITION
IN THE CZECH
REPUBLIC
FINAL APPROVAL
SCOTTISH
NEWCASTLE
ACQUISITION
IN BELARUS
ACQUISITION IN
SWITZERLAND
HEINEKEN
RETURNS AS
GLOBAL JAMES
BOND PARTNER
NEW CAMPAIGN
FOR UEFA
CHAMPIONS
LEAGUE
OPENING OF
SEVILLE BREWERY,
SPAIN
FIRST
INTERNATIONAL
RESPONSIBLE
DRINKING
CAMPAIGN
REOPENING
HEINEKEN
EXPERIENCE IN
AMSTERDAM
Quantum of
solace
A OUPOS E
tIGINAL
OVER ICE
d.fl
JANUARY
Heineken announces the
acquisition of the Tango
Brewery in Algiers, Algeria.
The company employs 350
employees and operates a
modern brewing facility in
Rouiba, near Algiers, the
capital. The brewery has been
operational since 2001 and
has a production capacity
of 750,000 hectolitres.
The company's portfolio
consists of the leading
mainstream beer brand Tango
and two brands in the economy
segment, Samba and Fiesta.
The combined volume, including
Heineken, totals 140,000
hectolitres. Heineken is now
locally brewed in Algeria.
The boards of Sunrise
Acquisitions Limited ("BidCo")
and Scottish Newcastle pic
announce that they have
reached agreement on the
terms of a recommended cash
offer to be made by BidCo, a
newly incorporated company
jointly owned by Carlsberg A/S
and Heineken for the entire
issued and to be issued share
capital ofS&N.
Heineken announces the
establishment of a joint venture
with Efes Breweries International
(EBI) in order to invest in the
Uzbek beer market through
the acquisition of breweries.
Heineken and EBI hold 40
per cent and 60 per cent
respectively of the shares in
the joint venture, respectively,
with EBI responsible for
operational management.
In addition, Heineken and
EBI announce they intend to
combine their operations in
the Kazakh and Serbian beer
markets. In Kazakhstan, EBI is
the second largest brewer with
a 25 per cent market share.
The company operates two
breweries with a total annual
capacity of 2.1 million hectolitres.
Heineken is the fifth largest
brewer in the market with a
5 per cent market share and an
annual capacity of 400,000
hectolitres. Following the
completion of the proposed
transaction (in October 2008),
Heineken and EBI hold 72 per
cent and 28 per cent respectively
of the combined Kazakh business.
In Serbia, EBI is the third
largest brewer in the market
with a 10 per cent market share.
The company operates two
breweries with a total annual
capacity of 1.4 million hectolitres.
After Heineken's acquisition of
the Rodic brewery in February
2008, Heineken is the fourth
largest brewer in the market
with a 7 per cent market share
and an annual capacity of 1.5
million hectolitres. Following
the completion of the proposed
transaction (which occurred in
August 2008), Heineken and EBI
hold 72 per cent and 28 per cent
respectively of the combined
Serbian business.
FEBRUARY
Heineken announces the
acquisition of the Romanian
brewer Bere Mures. The
transaction will strengthen
Heineken's number one position
in the country, increasing both
its market share - to 31 per cent
- and its volume to 6 million
hectolitres.
The brewer is located in
Targu Mures in the Transylvania
region. The company employs
394 people and has a production
capacity of 1.6 million hectolitres.
The company's portfolio
includes Neumarkt, one of the
country's leading beers, the
smaller brands Dracula and
Sovata as well as two profitable
mineral water brands, Cezara
sparkling mineral water and
Cheile Cibului still water.
MARCH
Heineken announces the
acquisition of Drinks Union
i in the Czech Republic. The
transaction will strengthen
Heineken's number three
position in the market and will
give the Company a market
share of 12 per cent and a total
domestic volume of more than
j 1.9 million hectolitres.
Drinks Union owns four
breweries, located in North
and East Bohemia. The company
employs 523 people and has
a total production capacity of
0.9 million hectolitres.
The company's portfolio
consists of the national brand
Zlatopramen and the regional
Breznak, Louny and Dacicky
brands.
I i HEINEKEN N.V. ANNUAL REPORT 2008
APRIL
Recommended cash offer for
the acquisition of Scottish
Newcastle becomes effective.
The closure of the transaction
is the start of an exciting new
era for Heineken, strengthening
the position in Western Europe.
The Company will accelerate
the process of uniting people,
brands and best practice from
both Heineken and S&N
to create a single, stronger,
more competitive business.
Heineken's acquisition of parts
of S&N includes businesses,
licences and investments in
Belgium, Finland, India, Ireland,
Portugal, the UK and the US,
with core brands including
Foster's, Kronenbourg 1664,
John Smith's, Newcastle Brown
Ale, Sagres, Lapin Kulta, Maes
and Beamish.
JUNE
Heineken announces the
acquisition of the Rechitsa
Brewery, strengthening
Heineken's number two
position in the fast-growing
Belarusian market giving the
Company a production share
of 24 per cent.
The company employs
588 people, has a production
capacity of 525,000 hectolitres
and is located in the city of
Rechitsa in South Eastern
Belarus. The business also
operates a maltery, with a
capacity of 10,000 tonnes.
The company's portfolio
consists of the mainstream
beer brand Rechitsa and its
six sub-brands, the economy
brand Dneprovska and a newly
launched premium brand,
BergG, which has three variants.
JULY
Heineken announces the
tendering of 96.54 per cent* of
all shares in the newly formed
Eichhof Getranke Holding AG.
The tender offer for the
beverage division of Eichhof
was completed after approval
of the Swiss Competition
Commission in August.
The beverage division
comprises the production and
distribution of beers, non
alcoholic beverages and wine
and employs approximately
450 people. The company is the
owner of the Eichhof brewery in
Lucerne, which has a production
capacity of 400,000 hectolitres.
Its main brand, Eichhof, is the
leading mainstream beer in the
Lucerne region. The company
has an estimated 10 per cent
market share of the Swiss beer
market. Soft drinks and wine
account for 45 per cent of
total volumes.
Increased to 100 per cent in December 2008.
AUGUST
Heineken launches a worldwide
promotional campaign for
the 22nd James Bond film,
'Quantum of Solace'.
Heineken's global 'Quantum of
Solace' marketing campaign,
featuring leading Bond-girl
Olga Kurylenko, launches across
an estimated 40 countries and
offers a great opportunity to
drive sales growth and to help
build the value of Heineken's
brand equity.
The new James Bond film,
released in cinemas worldwide in
November 2008, is Heineken's
fifth consecutive global
partnership with one of the
most successful and longest-
running movie franchises.
SEPTEMBER
In its fourth year as a sponsor
of the UEFA Champions League,
Heineken launches a new
advertising campaign:
'Great Together'.
The campaign's 10-second break
bumpers will be broadcast
worldwide on UEFA Champions
League match nights with an
estimated audience of 140
million viewers per match week.
As of the 2008 - 2009 season,
Heineken will integrate its
responsible consumption
programme 'Enjoy Heineken
Responsibly' into the sponsorship
of the UEFA Champions League.
OCTOBER
Heineken announces the official
opening of its newest brewery in
Seville by His Majesty, King Juan
Carlos I of Spain.
This modern and technologically
advanced brewery will increase
annual production capacity
in Seville from 3 to 5 million
hectolitres and will also
significantly enhance Heineken's
environmental credentials. In
2008, consolidated beer volume
of Heineken Spain totalled 10.9
million hectolitres.
Heineken Spain owns five
breweries and brews the
Heineken, Amstel, Cruzcampo
(Spain's best selling beer brand),
Buckler and Kaliber brands.
NOVEMBER
Heineken launches the first global,
interactive responsible drinking
campaign, called 'Know The Signs'.
Our aim is for consumers to
engage and interact with this
campaign rather than passively
watch a one-way piece of
communication. By making it
possible to interact with this
campaign we believe we are more
likely to be successful in raising
awareness of over-consumption
of alcohol.
DECEMBER
Following extensive renovation
and expansion, the Heineken
Experience, located in the former
Heineken brewery in the centre
of Amsterdam, re-opens for
visitors and is officially opened
by Mrs. Charlene de Carvalho-
Heineken on 9 December.
The Heineken Experience is one
of Amsterdam's most popular
tourist attractions with over
400,000 visitors a year. Visitors
are introduced to the Company's
history and the world of Heineken
during a self-guided tour, which
includes a variety of new,
interactive and entertaining
elements like a Mini Brewery,
a Stable Walk along the iconic
Shire horses and the Brew U Ride
Theatre, where visitors can
interactively experience the
brewing and bottling process.
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