royalties to Heineken for each hectolitre
brewed. For the brewery the advantage
of such an agreement is that it can in
clude a high-quality premium beer in
its range. Conversely a licensing agree
ment provides Heineken with a clear
insight into the local beer market.
Every brewery with which Heineken
concludes a licensing contract complies
with the high requirements set for the
brewing of Heineken or Amstel. Be
sides, Heineken always sends a brewer
to the licensee. He monitors and checks
the brewing process for Heineken or
Amstel and supervises the consistent
quality of the products.
HTB
lb maintain the same high quality
standard of the beers all over the globe
and brewed under extremely different
local conditions, a great deal of (brew
ing) technical know-how is required.
All Heineken's production units can
draw on the enormous pool of know-
how available from Heineken Technisch
Beheer (HTB, Heineken Technical Ser
vices). Teams of experts work together
with Heineken's foreign partners and
offer assistance in technical matters,
such as engineering, product develop
ment, filling and packing operations, as
well as organising training courses.
Markets
More than ninety breweries, operat
ing under the Heineken banner, brew
Heineken beer, Amstel and many local
beer brands in countries all over the
world. Of the 150 markets served by
Heineken, fifty are supplied with beer
from the local breweries. The remaining
hundred obtain their beer supplies via
the export organisation or drink Heine
ken or Amstel beer which has been
brewed locally under licence. All the
beer for export is brewed in the Heine
ken breweries in Zoeterwoude and
's-Hertogenbosch.
Another instrument which Heine
ken uses in its operations is the licens
ing agreement. Leading breweries are
licensed to brew Heineken or Amstel
and to handle distribution, sales and
marketing. The relevant brewery pays
THE WORLD OF HEINEKEN
