Win in premium
led by Heineken®
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.
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.
Moderate Drinkers Wanted is our
responsible consumption campaign to make
drinking in moderation aspirational.
Report of the
Report of the
Annual Report 2016
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%.