0
A Driving innovation in the
low- and no-alcohol category
SrLAR
143
Advocating responsible consumption
6.2%
^57F00
Ufl
1 POWER
natural sources
Heineken N.V.
Annual Report 2020
Introduction
Report of the
Executive Board
Report of the
Supervisory Board
Financial
Statements
Sustainability Other
Review Information
Our contribution
to the SDGs:
3.5
Strengthen the
prevention of
substance abuse
We believe in providing options for
consumers who do not want to, or cannot,
drink alcohol.
Our aim is to create inspiring low- and no-
alcohol (LONO) choices for all occasions,
supported by strong marketing campaigns
to drive positive consumer perceptions of
the LONO category.
We continuously innovate across our growing
portfolio of LONO brands. Our strong
innovation pipeline aims to inject excitement
into the LONO category as we develop and
launch more and more products around
the world.
Responsible marketing is key. We market
non-alcoholic products only to adults and as
an extension of a brand containing alcohol.
Our global LONO portfolio now includes 356
line extensions across 125 brands.
By the end of 2020, LONO options made up
6.2% of our total global volume1.
LONO options as a proportion of
total global volume1
2020
2019
2018
5.7%
5.5%
1 Including beer, cider and malt based soft drinks
st&ui OZW
»Koio«ry KM U>M
a.— ,7
Using the power of LONO to
support the heroes of the pandemic
In Poland, we developed a 0.0% product
for the heroes of the pandemic response
- those working in hospitals and taking
care of others. The non-alcohol beverage
based on malt and fruit lemonade with
added vitamins was distributed for free
to hospitals to reach the people on the
front line of the COVID-19 response.
Similar initiatives saw products distributed
to people in need in Spain, Mozambique,
Colombia, Jamaica and Mexico.
COVID-19 was no obstacle to innovation
in 2020 and the 0.0% category grew volume by
4.7% globally.
- Expansion of our flagship brand, Heineken®
0.0%, continued. It is now available in
84 markets, up from 57 in 2019.
- We launched Desperados Virgin. The iconic
brand, with a high energy party reputation,
came up with a winning 0.0% product that
tells consumers: 'you can have just as much
fun without alcohol.'
Leading the Energy category
with Solar Power
We enhanced our multi-category
capabilities by entering other non-alcoholic
drinks categories such as Energy, leading
with our global Solar Power brand.
Solar Power uses only natural ingredients
to provide powerful natural energy and
has lower sugar vs the competitive set.
The brand is responding well to Russian
and Mexican consumers demand for
healthy energy and there are plans
for market growth in the coming years.
We also enhanced our multi-category
capabilities by entering other non-alcoholic
drinks categories, such as Energy.
- In Africa, we are re-shaping the Energy
category with a Malt products portfolio.
It includes Energy Malt in DRC, Trenk in
Sierra Leone, Cheetah in Rwanda and Rhino
in Ivory Coast.
Learn more about this topic on our website
IHCRCOiENTS fROM
