The quick read natural drink History Where we operate Priorities ®eer of malted barley, natural hops, yeast f aIr® Most of our beers, like Heineken contain no preservatives, additives or colourings. Financials €14,701 million €2,095 million €1,055 million 125.2 million hectolitres 25.1 million hectolitres 1904 Beer consists of m h SAGRES I BULMERS Revenue +2.7% EBIT (beia) +8.4% Net profit (beia) +4.1% Consolidated beer volume (0.5)% Heineken volume in premium segment (3.1)% EBIT (beia) Net profit (beia) Consolidated beer volume Heineken volume in premium segment Overview i The Heineken story began 145 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 years, growth and acquisitions substantially expanded the Company, particularly in Europe, which created a 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 55,000 people. For more information see page 164 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. Our aim is to be a leading brewer in each of the markets in which we operate and to have the world's most valuable 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" Kingfisher" Newcastle Brown Ale® Ochota" Primus* Sagres® Star® Strongbow" Tiger* Zywiec® For more information see page 12 We have the widest presence of all international brewers, thanks to our global network of distributors and over 125 breweries in more than 70 countries in 2009. In Europe we are the largest brewer and we are the world's largest 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 both profitable and mature markets, and with recent agreements and proposed acquisitions in India, Asia and Latin America, are growing in emerging beer markets. For more information see page 164 Marketing excellence and innovation are key components of our growth strategy. In everything we do, it is the consumers and their changing needs that are 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. For more information see page 7 J Strong organic net profit growth of 18 per cent Reported net profit of EUR 1,018 million Free operating cash flow EUR 1,741 million In millions of EUR i ORIGINAL In millions of EUR 2005 I 2006 I 2007 I 2008 I 2009 I 840 1,055 In millions of hectolitres 2005 2006 2007 2008 2009 In millions of hectolitres 20.1 22.5 2 Annual Report 2009 - Heineken N.V. For more information see page 71 Annual Report 2009 - Heineken N.V.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2009 | | pagina 10