CONTENTS 2-5 NEWS 8/13 16/21 22/27 28/33 36/41 42/47 48/51 Cover image: In 2006, the XtraCold ice bar opened in Amsterdam, a unique nightspot where consumers can enjoy a freshley tapped Heineken at sub zero temperatures. The international rollout of Heineken Extra Cold is one of the company's many on premise innovative solutions for the on-preihise sector (read more on page 8). RWC final fever in Paris Heineken Thirst Senses Hahnenkamm Race Head office re-opened South African Amstel reunion Heineken Experience facelift KLM/Air France deal Brewery upgrades: Burundi ON-PREMISE INNOVATION BRINGING BEER TO THE BUSH BY BOAT THE ANATOMY OF A BEER BUSINESS TALK Facts and figures Heineken USA distributors' conference Round table discussion - is the beer industry a man's world? TRENDS INNOVATIONS Consumer trends in America Icone bottle France New Primus bottle in Rwanda Clear plastic labels Eye tracking in Austria ON closed circuit partnership in Holland PET bottles in CEE ALCOHOL PARTNERSHIP PROGRAMMES EVENTS Chinese New Year Jillz: rolling out Spring 2008 Heineken Regatta Holland Heineken House in China UEFA Champions Leaque final 2008 in Moscow and more orld of Heineken is publis- a year by Heineken N.V., Relations, and ted worldwide to the ade partners, ss relations and the media. Partial or full repro duction of articles or illustrations is only permitted with the editor's explicit consent. 2008, Heineken International. Publications Manager: Kristina Niisson, kristina.nilsson@heineken.com Andrew Bergman, Chris Bull, Richard Jurgens. 52/53 COSMO BARS Lisbon Art Direction:

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 2007 | | pagina 3