CONTENTS
Cover image:
A summer barbecue is the perfect occasion for a
Heineken® DraughtKeg.
2-5 AROUND THE WORLD
Kaiser Kick Off
Grand Partnerships
Effie Award for Maes
Boxing Excitement Grips Mexico
Celebrating Football
Sailing Into First Place
New Community Projects in South Africa
Sedibeng: Commitment to South Africa
6-9 PLATFORM FOR GROWTH
Fleineken Strengthens its Position in The Americas
12-17 A SMALLER, GREENER FOOTPRINT
Sustained Effort to Reduce Environmental Impact
18-23 BUSINESS TALK
Business Numbers
Driving Category Growth... Together!
Making the Most of Summer
Brewing A Better Future
26-33 TRENDS INNOVATIONS
Going Green is Cool
A New Era for Marketing
Improved Technology, Quality and Service
34-38 CREATING A BUZZ IN SCOTLAND
Caledonian Partners Biggest Arts Festival in the World
40-43 SPONSORING THE GOOD LIFE
Teaming up with the UEFA Champions League
44-47 EVENTS
Edinburgh Festival Fringe
Heineken Prizes Award Ceremony
Peninsula Festival
Dos Equis 'Most Interesting Cargo Hunt'
Bulls and Bavaria
Why Let Good Times Go Bad?
48-49 COSMO BARS
Sao Paulo, Brazil
The World of Heineken is published
twice a year by Heineken N.V.,
Group Corporate Relations, and
is distributed worldwide to the
company's trade partners, on-
premise business relations and the
media. Partial or full reproduction
of articles or illustrations is only
permitted with the editor's explicit
2010, Heineken International.
Group Channel Manager:
Sandra Park
sandra.park@heineken.com
Chief Editor:
Mike Cooper
mike.cooper@mediapartners.nl
Editor:
Scott Roane
scott.roane@mediapartners.nl
Audrey Breuer, Annemarie Hoeve
Art Direction:
Esther Tji
Roto Smeets GrafiServices, Eindhoven
Platform for Growth
Heineken Strengthens Its Position in The
Americas
Creating a Buzz in Scotland
Deuchars IPA Wins Sponsorship Deal for the
Edinburgh Festival Fringe
Summer 2010
1