Chief Executive's Statement continued /- /-<- ?"t Report of the Report of the Financial Other Contents Overview Executive Board Supervisory Board statements information Our other global beer brands grew at double digit rates. Desperados, Sol and Affligem were successfully launched in a further 18,10 and 11 countries respectively during the year. Our local champion brands, such as Tecate, Zywiec and Tiger, continued their strong performance. Around the world the cider opportunity continues to excite. It is a fast growing category with large potential and HEINEKEN is the global leader. We have successfully launched Strongbow Apple Ciders in five new markets, created a number of flavour innovations for Strongbow and Bulmers and brought storied brands such as Old Mout from New Zealand into the dynamic UK cider market. We are not alone in focusing on the cider category. This is good news. The more brands that help tell the cider story the bigger the market for cider will become. Marketer of the year Part of our Company vision is to 'wow the world with our brands'. As well as being a great brewer we are a brand building company. So it was pleasing in November when the Cannes Lions International Festival of Creativity named HEINEKEN Creative Marketer of the Year 2015. The award celebrates creativity over time with a proven business impact. This is a testament to the excellent work that is being undertaken by our marketing community and the willingness to push the boundaries and to take risks. Playing our role in societal issues At an industry level and in every market where we operate we are engaging with concerned groups on issues that are associated with the way we make our products, how we promote them and the way they are enjoyed. Through our Brewing a Better World initiative we are focusing on the areas where we can make the greatest impact. Eleineken® continues to find ways to positively influence attitudes towards excessive drinking. In a number of key markets we invested 10 per cent of the brand's media budget in the 'Sunrise' and 'Dance More. Drink Slow' enjoy responsibly campaigns. At the same time we are consistently finding ways to reduce the amount of energy and water that is used to brew our products. As part of our commitment to inclusive growth, our local sourcing activities, primarily in Africa, are helping more than 100,000 farmers to invest in better processes, increase their yields, generate new revenue streams and build better lives for their families. Approach bySABMiller In September we were approached by SABMiller regarding a potential acguisition of HEINEKEN. HEINEKEN consulted its controlling shareholder, Heineken Holding N.V., and on that basis concluded that the proposal was "non-actionable". The Heineken family, as the ultimate controlling shareholder, expressed its intent to preserve the heritage and identity of HEINEKEN as an independent company. This decision reflects the confidence of the Heineken family and Heineken N.V.'s management in our ability to continue delivering growth and shareholder value. It has also reinforced our determination to continue the focus on increasing effectiveness and efficiency across all aspects of our business. Thank you As I do every year I want to thank all my colleagues around the world for their professionalism and commitment. It is a privilege to work with such a dynamic and diverse group and to lead this exceptional Company. This year I want to pay a special tribute to René Hooft Graafland. After a career spanning more than 30 years in the Company and 13 years as an Executive Board member, René will step down from the Executive Board in April 2015. His drive, intellect and leadership have been invaluable in the transformation that the Company has undergone in the past decade. Throughout our time as colleagues I have valued his counsel and his friendship. I would also like to thank everyone of our consumers who make the choice to enjoy our brands, our business partners for their continuing support and all our stakeholders for their input into what we do and how we do it. Jean-Franqois van Boxmeer Chairman of the Executive Board/CEO Amsterdam, 10 February 2015 Taking pride in our category As brewers we have a responsibility to tell the full story of our products. Not just the enjoyment that they bring to the vast majority of people who choose to buy a beer or a cider, but the valuable role the industry plays in many levels of society. The brewing industry delivers significant economic value directly through the people it employs and the businesses it partners with. It also contributes indirectly, especially through the contribution it makes to the global hospitality industry which is one of the largest employers of young people starting out in the world. As an industry we have chosen to go on the front foot, to engage with stakeholders and share our broader story. This is an ongoing journey. It is one that HEINEKEN is fully committed to and is taking a leadership role in. Heineken N.V. Annual Report 201A

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