The quick read €16,133 million €2,608 million €1,445 million 145.9 million hectolitres 26 million hectolitres Financials History Organic net profit growth of 19.7 per cent Reported net profit of EUR1,436 million Heineken brand premium volume grew 3.4 per cent Revenue +9.7% EBIT (beia) +25% Net profit (beia) +37% Consolidated beer volume +17% Heineken volume in premium segment +3.4% EBIT (beia)' In millions of EUR 1.748 ■■1.932 1 Restated for change in accounting policies as disclosed in note 3(b) of the notes to the consolidated financial statements. Consolidated beer volume In millions of hectolitres Net profit (beia) In millions of EUR 1MB 1,119 1.013 Heineken volume in premium segment In millions of hectolitres Overview The Heineken story began almost 150 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 what was then the Dutch East Indies. Over the ensuing years, growth and acquisitions substantially expanded the Company, firstly in Western Europe and Africa followed by acquisitions in Central and Eastern Europe and Russia. In 2010, Heineken continued to create new platforms for future growth by acquiring the beer operations of Fomento Económico Mexicano, S.A.B. de CM. in Mexico (including its US and other export business) and Brazil, an acquisition that strengthened the Company's leading international portfolio with the addition of the Dos Equis®, Tecate® and Sol® brands. Four generations of the Heineken family have been passionately involved in the expansion of the Heineken brand and the Heineken Company throughout the world.

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2010 | | pagina 8