Heineken's strategy:
Broad leadership positions
Selective segment leadership positions for Heineken
Or we are competing only in the premium segment of the
market with the Heineken brand as our premium lager. This is
what we call a segment leadership position.
Operational excellence
Acquisition of production and distribution platforms
in attractive markets
NOVEMBER 2004
Fürstenberg brewery has a long-standing history and is situated in
the town of Donaueschingen in the South-German Black Forest.
Its tradition dates back to 1283 when King Rudolf von Flabsburg
granted the right to brew beer to Count Heinrich von Fürstenberg.
The following generations made use of this privilege and created
an efficient brewery business. In 1705, Prince Anton Egon decided
to put the brewery on a proper commercial footing. Over the
centuries Fürstenberg has gained an enviable reputation for the
taste and quality of its hand crafted beer. Fürstenberg beers are
all pure and natural products and are only brewed with the finest
hops, selected malts and fresh Black Forest water.
Jean Franpois van Boxmeer is pleased that the Fürstenbergische
Brauerei has become part of the joint venture with Brau FHolding and
explained: "This acquisition expands Brau Holding International's
presence in Southern Germany. It will deliver synergy gains through
both cost reductions and central purchasing. Furthermore, the
Fürstenberg brand fits well within Brau Holding International's
portfolio of German premium brands."
The Fürstenbergische Brauerei had a sales volume of 700,000
hectolitres in 2003 and operates a brewery in Donaueschingen with
a production capacity of one million hectolitres. The brand portfolio
includes the company's leading brand Fürstenberg and the brands
Riegeler, Baren Pilsner and Qowaz (cola/beer mix). The Fürstenberg
brand is also exported to Italy, France, Switzerland, the UK and Spain.
Combining the power of local and international brands,
Heineken's strategy is aimed at creating an excellent financial
position based on leading market positions, based on four
elements. All four elements leading to excellent and
sustainable financial performance.
We are either competing in all relevant segments of a market
by combining strong local brands with our international brand
portfolio. This is what we call a broad leadership position.
Together with operational excellence these two items form the
autonomous growth engine of the company.
We pursue a balanced expansion through autonomous growth
and value adding acquisitions. Acquisitions should provide us
with local production and distribution platforms in (potentially)
attractive markets. By adding our know-how and our international
brand portfolio, we are growing these companies, striving for
operational excellence and making them more profitable.
FÜRSTLICH FÖRSTENBERGISCHE BRAUEREI
