Milestones 2009 International Graduate Programme Heineken® partners with Rugby World Cup 2Q11 in New Zealand RUGBY 2011 Heineken endorses v x UN Water Mandate Heineken launches global careers site I Scottish Newcastle UK changes name to Heineken UK Heineken Africa Foundation Heineken® launches UEFA Champions League campaign Heineken partners for growth in India and strengthens Asia Pacific joint venture Heineken Experience receives Thea Award Heineken Overview The CEO Water Mandate Heineken launches the International Graduate Programme. This creates a multi-cultural, multi-functional, multi-skilled talent pool capable of undertaking international roles from the beginning of their career. For the first year of the programme, 12 graduates are selected. It is a two-year programme in which graduates complete four placements specialising in Sales Marketing, Finance, Supply Chain or Human Resources. Around 4,500 graduates applied for 12 positions on the programme. The new recruits started the programme in September. Heineken" announces that it will be worldwide partner and the official beer of Rugby World Cup 2011 in New Zealand. This will be the fourth time that Heineken" has been a sponsor and worldwide partner of the Rugby World Cup, having been involved in South Africa in 1995, Australia in 2003 and France in 2007. The Rugby World Cup is the pinnacle of the sport and will be held in a nation that really knows and loves its rugby. As the world's most valuable, international premium beer brand, Heineken" has been associated with many high profile global sporting tournaments and has been a long-standing supporter of Rugby World Cup and Rugby. WORLD CUP WORLDWIDE PARTNER Heineken" endorses the United Nations CEO Water Mandate. This United Nations-led initiative encourages companies to play a more active role in solving issues related to water availability and quality. The signing of the CEO Water Mandate by Jean-Franqois van Boxmeer re-confirms Heineken's existing commitment to both sustainability and water management. Water has long been one of Heineken's focus areas for sustainability. In recent years, the Company has improved its water efficiency by more than 10 per cent and in parallel, has installed wastewater treatment plants at virtually all its breweries that do not have access to municipal wastewater facilities. Heineken has also consistently improved the quality of the water the Company emits at the end of the brewing process. Given the increasing challenges around water availability and quality, the CEO Water Mandate provides Heineken with an excellent platform to share and learn best practice from others in this vitally important area. Heineken launches the first global careers site, giving a focal point for job seekers worldwide who may be interested in a career with Heineken and who are looking for opportunities across the business. The site links the Heineken corporate website, the websites for our key brands and local country sites and is designed to inspire the visitor to explore the Heineken business and explain how rewarding a career with Heineken can be. It provides visitors with information about Heineken, showing potential candidates just how much there is to the business - the scale, the geographic spread of our business, our cultural diversity, our brand portfolio - and the opportunities a career with Heineken can offer. Following the acquisition of Scottish Newcastle in 2008, Heineken's UK business marks the completion of integration with a change in name. The switch to Heineken UK is the beginning of an exciting, new chapter in the history of the UK business and a significant milestone for Heineken. Heineken Heineken announced the Heineken Africa Foundation to support and enhance the improvement of health for the people who live in the Sub-Saharan African communities where Heineken operates. The Heineken Africa Foundation supports health projects and health-related education. Heineken has taken this initiative to underpin its long-standing commitment to Africa. Heineken", in its fifth year as a sponsor of the UEFA Champions League, launches the new 2009/2010 season campaign titled, 'The Heineken Star Experience'. Heineken" brings the UEFA Champions League even closer to football fans, offering a new viewing experience and encouraging them to share that experience of the world's most admired club football competition. One of the first projects to receive funding from the Heineken Africa Foundation was an agreement for the purchase and distribution of long-lasting insecticidal nets to help control malaria infection by mosquitoes in Rwanda. This is one of a number of projects supported by the Heineken Africa Foundation. Heineken'" continues to integrate its responsible consumption programme into the sponsorship of the UEFA Champions League. Every stadium hosting a UEFA Champions League match will feature "Enjoy Responsibly" on one of its three perimeter boards around the pitch, complementing the regular Heineken* boarding. In addition, an Enjoy Heineken Responsibly five-second match bumper will be broadcast several times during UEFA Champions League matches with an estimated audience of 150 million viewers per match week. 'Foundation Heineken and United Breweries Limited (UBL), India's leading brewer, create a strong partnership that will drive growth in one of the world's fastest-growing and most exciting beer markets. Through the transaction, Heineken will gain joint majority control of India's Number 1 brewer, UBL and agree terms for the brewing and distribution of the Heineken brand in India. As part of the new agreement, Heineken acquires Asia Pacific Breweries(APB) India and in a subsequent transaction intends to transfer this into UBL during 2010. The Heineken Experience, one of Amsterdam's most popular tourist attractions, receives the Thea Award for Outstanding Achievement in the field of Brand Experience by the Themed Entertainment Association (THEA). This association represents the world's leading creators, developers, designers and producers of compelling places and experiences. The Thea Award is the industry's highest recognition and granted to the Heineken Experience for its outstanding product. Heineken will strengthen and enlarge APB, its successful joint venture partnership with Fraser Neave through the transfer of a significant part of its controlling interest in PT Multi Bintang Indonesia and its controlling interest in Grande Brasserie de Nouvelle-Calédonie S.A. in 2010. This creates a more profitable business and a stronger platform for growth in South East Asia and the Pacific Islands. wm After undergoing extensive remodelling and expansion, the Heineken Experience reopened its doors in December 2008 with a scale of new attractions such as a mini brewery, a tasting bar and multi-media experiences. The Heineken Experience had welcomed the 250,000th visitor by September 2009. The number of visitors throughout the year remained in line with original projections despite the downturn in tourism, which saw a 30 per cent fall in the number of visitors from the US and the UK. The new Heineken Experience brings the values of the Heineken brand to life in an entertaining and contemporary way.

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