o 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.

Jaarverslagen en Personeelsbladen Heineken

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