Win in premium led by Heineken® A RACE 10 Our business priorities (continued) We are inspired by consumers to make the best, highest quality beers. 2016 was another exciting year for Heineken® and our International Brands. Our Formula 1® partnership is about more than a race. It represents a unique opportunity to engage with consumers in growth markets around the world and also to deliver a responsible drinking message. MOM The 'There is More Behind The Star' campaign with actor Benicio del Toro was launched in over 70 markets, focusing on the heritage and quality of the Heineken® brand. The latest UEFA Champions League commercial, Prep Talk, features José Mourinho and is part of Heineken®'s Champion the Match campaign. Holland Heineken House in Rio continued an Olympic tradition since 1992 and hosted more than 50,000 fans during the games. em m-; Moderate Drinkers Wanted is our responsible consumption campaign to make drinking in moderation aspirational. Heineken NV. Report of the Report of the Financial Sustainability Other Annual Report 2016 Introduction Executive Board Supervisory Board Statements Review Information With a presence in more than 190 markets, Heineken® is the world's most global beer brand. In 2016, Heineken® saw positive momentum in all regions and delivered 3.7% organic growth. We launched the 'wild lagers' H41 and H71 in selected markets in Europe. Heineken® Light was launched in Ireland and New Zealand, and was introduced in Australia as Heineken® 3. We continued to leverage our global partnerships, adding Formula 1® to our existing UEFA Champions League and Rugby World Cup relationships. Heineken® is complemented by our International Brands portfolio with premium beers that have a high potential to travel across regions and geographies. Amstel, Desperados, Sol, Affligem, Tiger, Tecate, Krusovice and Red Stripe expanded to new markets and reached new milestones during the year. Amstel is now available in more than 100 markets and Tiger is being sold in close to 60 markets. In the US, Tecate transformed from a regional brand confined mainly to the Sunbelt into a national brand, thanks to the introduction of Tecate Light, which grew close to 30%. aiOML SIS PAMMR m m

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2016 | | pagina 11