1. Grow the
Heineken® brand
A major highlight
for Heineken®
in 2012 was the
sponsorship of the
most successful
ever James Bond
film, Skyfall.
Operational Review continued
The Heineken® brand is a
key strategic asset and the
undisputed leader in the
international premium segment (IPS).
Heineken® has consistently outperformed the overall
beer market, the international premium segment, and
our own portfolio over the past several years. We aim
to excite our consumers with effective global marketing
platforms, such as the current 'Open Your World'
campaign. We continue to explore opportunities
to introduce Heineken® in new markets in response
to the growing consumer demand for high quality,
premium beer brands around the world.
In 2012, the Heineken® brand in
the premium segment delivered solid
organic volume growth of 5.3 per
cent, outperforming the total Beer
category as well as the international
premium segment. This has led to additional
share growth in key geographies.
Brand performance was strong both in developed
(e.g. US, France, UK) and emerging markets.
It was particularly noticeable in Brazil, Russia,
India, China and Nigeria where Heineken®
enjoyed double digit growth.
This development was largely due to a global
approach to brand management and to
effective marketing.
Heineken® outperforming IPS and beer market
(Volume growth CAGR 2005-2012F)
Beer market IPS Heineken®
12
Heineken N.V. Annual Report 2012
