Lead by cool marketing
Our business priorities (continued)
We invest in world-class marketing campaigns and sponsor
global sports events as well as music festivals around
the world. Staying open to new ideas and unleashing
the power of innovation is part of our culture.
Desperados created the first-ever zero gravity festival
at 30,000ft above the Nevada desert to achieve
a bass experience never felt before.
More and more consumers are discovering
the appeal of our low- and no-alcohol brands.
Heineken® is the most-liked beer brand
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H41 Wild Lager
Brewed with wild 'mother' yeast discovered
in remote Patagonia.
Report of the
Report of the
Annual Report 2016
Great marketing and innovation throughout
our portfolio of global, international, local
and speciality brands are essential for growth.
Innovation is a priority throughout our
portfolio. In 2016, innovation generated
EUR 2.2 billion in revenues, reflecting an
innovation rate of 10.6% (compared to
9.2% in 2015).
Furthermore, innovation is essential for long
term value creation, and sustainability plays
an important role in how we innovate.
In addition to the innovation across the
Heineken® and cider portfolios, we continue
to innovate with our low- and no-alcohol
product range. We launched Amstel 0.0%
and Cruzcampo 0.0% in Spain, Zywiec alcohol
free in Poland and Bintang 0.0% Maxx
We also launched Radler outside Europe
in Mongolia, Egypt and Chile.
In 2016, we expanded our sponsorship
portfolio with Formula 1®. Our Responsible
Marketing Code governs and guides all our
marketing activities worldwide and has also
inspired our latest 'When You Drive, Never
Drink' commercial, which features F1® legend
Sir Jackie Stewart.