The Heineken brand
2009 clearly demonstrated that in times of economic
pressure, strong brands are one of the most important
pillars in enabling a consumer goods business to weather
For Heineken, 2009 has again proved there is no substitute
for long-term, consumer-focused investment in brand health.
It is clearly the right strategy and has helped to differentiate
us from our competitors and deal with the major challenges
with which we have been faced during the year.
Consumers rightly value beer brands that are relevant,
provide unique experiences and are brewed with passion
and quality. They will only accept paying more for brands
that continually deliver on all these levels.
Once again, the Heineken brand was the outstanding
example of this philosophy. As the jewel in our world-leading
portfolio of brands, we invested significantly as we have
always done; outperforming the rest of portfolio. This helped
us reach 25.1 million hectolitres in the premium segment of
the global beer market and 125.2 million hectolitres overall,
including the Netherlands.
When a brand has the global footprint and awareness that
Heineken does, it is a challenge to drive growth. However,
as we said we would, we have now used the distribution
platform provided by the former Scottish and Newcastle
businesses acquired in 2008 for a platform for growth for
the Heineken brand.
Annual Report 2009
- Heineken N.V.
Heineken volume by region
In millions of hectolitres
Whilst Heineken beer itself remains true to its traditional,
natural recipe, we ensure that we continuously adapt all
other aspects of the brand to ensure it remains relevant
and contemporary. That's why at the beginning of 2009 we
launched a new visual identity across the range of packaging
and merchandising. This is being rolled out across all of our
markets and brand formats and platforms.
Alongside this new identity, we also developed a new 'brand
idea' for Heineken - the central thought that drives all
communication planning and execution. To support the
implementation of the brand idea, we have created a new
visual communication style, which better reflects both the
brand identity and idea. As we move into 2010, we will be
developing new television and print advertising that will
communicate the brand idea to the consumer.
Central and Eastern Europe
Africa and Middle East
in premium segment
Annual Report 2009 - Heineken N.V.