9
13
Deliver top line growth
Leading the cider category
Sol - inspired by the sun
Desperados - moving beyond Europe and igniting the party spirit online
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
STASSEN
HEINEKEN is the world's leading cider producer.
We continue to shape the development of the
category, engaging consumers to discover a taste
for cider through our global and local brand
portfolios. Cider volume grew double-digits in
Russia and Mexico. We launched the first ciders
under Strongbow's new Premium Blends Selection
in Romania, targeting more premium drinking
occasions and new consumers. HEINEKEN acquired
Strongbow cider in Australia, reuniting it with the
global Strongbow portfolio after 17 years.
Since April 2020, Sol brewed
at Zoeterwoude brewery in
the Netherlands has been
produced using renewable
energy from solar power.
The move reaffirms the brand's
sun-inspired heritage and
marks an important milestone
in the journey to reduce its
carbon footprint.
Following the installation
of 9,212 solar panels at
Zoeterwoude, Sol launched the
new sustainability approach
on its packaging - Brewed with
Solar Energy.
This initiative has been expanded
to Brazil where the brand is also
brewed with Solar energy.
Sol is sold in over 50 countries,
including Mexico, Brazil, UK,
New Zealand, South Africa,
China and the Netherlands.
Sustainability
Review
Other
Information
Desperados celebrated strong growth and stepped beyond high energy occasions with
Desperados Lime and its newest innovation, Desperados Virgin 0.0%. Launched in
France in 2020, it will expand to further markets in 2021. With local brewing in Ivory
Coast and the launch in Nigeria in December, the brand is moving beyond Europe.
Desperados used its experimental DNA to adapt to the new reality in 2020. It quickly
shifted to a digital-first strategy to bring the party safely into peoples' homes with a
clear message: #partyonpartysafe. A series of virtual events ignited the party spirit for
consumers around the world. We organised our first VR event pushing the boundaries
of experimentation.
