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.