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

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World of Heineken | 2010 | | pagina 3