Lead by cool marketing and innovation it v - H41 WILD LAGER 12 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. Bass Drop 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 on Facebook. Jti jjj lfi t 'i-S™1'-! Yi# IS - SflEW H41 Wild Lager Brewed with wild 'mother' yeast discovered in remote Patagonia. Heineken NV. Report of the Report of the Financial Sustainability Other Annual Report 2016 Introduction Executive Board Supervisory Board Statements Review Information 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 in Indonesia. 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. AMjTEl AMjTEl i NiT'\JSBP1

Jaarverslagen en Personeelsbladen Heineken

Jaarverslagen | 2016 | | pagina 13