II
04-05 Hedging How a financial tool keeps our beer affordable in the US
06-09 Interview After five years abroad, he's heading back across the Atlantic
and coming home. Frans van der Minne talks to us about the US economy
and Heineken Premium Light
11-19 Go East! Heineken's presence in Eastern Europe is formidable and
growing. Learn about how the company and OpCos are remaking a market
20-24 Corporate Social Responsibility Enjoy Heineken Responsibly is the
company's tool to keep consumers informed on how to blend pleasure and
personal accountability
25- 30 Hollywood Heineken How stars and a premium brand share the
spotlight
33-36 Bellissima Italia! The Italian market continues to grow; learn about the
winning formula
37-40 Heineken History Take a journey through Heineken's colourful history as
we dig up some rare photographic, memorabilia and advertising treasures
from the Heineken museum collection
culture
bit're
41-44 The New French Revolution Heineken France shows us the cultural side
of beer and beer drinking as we take a first look at the new Culture Bière
concept in the heart of Paris
45-50 UEFA Champions League Handover For more than a decade Amstel and
the UEFA Champions League have been synonymous. For the next four
seasons, it's Heineken's turn
August 2005 The World of Heineken is published twice a year by the Corporate Communication Department of Heineken International. If you have any
suggestions or comments, please send them by e-mail to the editor. Partial or full reproduction of articles or illustrations is only permitted with the editor's
explicit consent. 2005, Heineken International.
Editor Sam Coleman, e-mail: chiefeditor@heineken.com. Photography Frank Bonnet, Photodisc Collection, Image Bank, ANP and others. Copy Sam Coleman,
Chris Bull, Jan Kroese, Jan-Willem Ebbinge, Jules Marshall, Mark Gay and Guy Thorton. Art Direction/Lithography Thieme Communicatie Design, Delft
Printing Grafisch Bedrijf Tuijtel, Hardinxveld-Giessendam
