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BULMERS
OPERATIONAL REVIEW CONTIP
16 REPORT OF THE EXECUTIVE BOARD
HEINEKEN N.V. ANNUAL REPORT 2008
Heineken volume by region
In millions of hectolitres
Central and Eastern Europe
Americas
34.8%
Africa and Middle East
8.1%
Asia Pacific
4.4
17.0%
Total
25.9
100%
r In premium segment.
Drivers of growth
Innovations contribute to the top-line growth and to the
strength of the Heineken brand in particular. In 2008,
DraughtKeg, the unique 5-litre 'go-anywhere' draught
system, and BeerTender, the 'genuine home draught beer
experience', accounted for part of the volume growth of the
Heineken brand. DraughtKeg is now sold in over 100 markets
worldwide and in France the portfolio was extended with the
introduction of Pelforth. In 2008, we also introduced
BeerTender in the USA and Spain. At the same time, the
roll-out of the David draught beer system, aimed at lower
volume on-trade outlets, gradually continued and is now
available in 90 markets. We have seen continued volume and
value growth of our range of on-premise systems David and
Extreme Draught (mobile David), now delivering superior
EBIT and volume growth in a gradually declining on-premise
draught market. Thirty-two markets now use Extreme
Draught. Orion, a new cellar beer system, has been launched
in the Netherlands and Switzerland.
Driving top-line growth by winning customers at the point
of purchase has been the key rationale behind the roll-out
of our Extra Cold programme. Heineken Extra Cold is a
different way to serve Heineken. It is the original Heineken
beer served Extra Cold and covers both draught and
packaged beer. Since the launch of the programme in 2005,
Extra Cold draught beer has been installed in 62,000 outlets.
In 2008, the Extra Cold product and brand experience were
promoted by using a specially designed 'Heineken Extra
Cold Truck' that visited 23 different cities in 12 European
countries. Visitors were invited to the truck's unique ice bar
experience and guided through various interactive cooling
down stages before reaching 'Extra Cold' at -8°C.
We have broadened the scope of our innovation efforts by
establishing an Innovation Team, taking also on board the
attractive portfolio of innovative solutions that the Scottish
Newcastle acquisition has brought us: Super Chilled and
Lager Widgets.
International marketing
As a leading international brand with a presence in almost
every country in the world, Heineken is well placed to launch
major international marketing initiatives.
In 2008, the Heineken brand strategy was further developed
to achieve better coherence across the Group's global
communications. At the same time, the Heineken Visual Identity
was upgraded and a new visual identity for Heineken music
properties and 'Enjoy Heineken Responsibly' was developed.