Contents
10-12 Sustainability
13-17
18-21
23-27
28
29-31
32-35
f; 'i 36-37
38
39-42
Editor's
Note
Positive Image of Beer
The Sun Rises on a New Responsible Consumption
Initiative
Creating Beer Ambassadors
Informing Consumer Choice
Brands
Global Consistency
Local Relevance
Brands
Eastern Promise: Tiger
Kaiser: Celebrating a well 'beered' beer
Business
Winning in Asia Pacific
Innovation
Rewarding Excellence
Sponsorship
The Potential of Eight Million
Winning Olympic Trials
Global News
Brands
Three Sales Opportunities, Two Great Brands
Sponsorship
Global Sponsorship, Local Benefits
Winning with Consumers
Changing Perceptions and Improving Beer
Sales in Ireland
Welcome to this second
quarterly edition of World of
HEINEKEN. The increased
frequency of this publication
is in line with your feedback
and our commitment to
engage with our business
partners on how we can
drive growth for your
business together. The
design reflects our new
corporate visual identity,
and the content, our
priorities - winning with
consumers in the on and off
trade, accelerating growth
of the Heineken® brand,
promoting the positive
image of beer, and our
commitment to sustainable
growth and consumer-based
innovation. We hope you
continue to enjoy the read.
©2012, HEINEKEN.
Group Channel Manager:
Sandra Park
sandra.park@HEINEKEN.com
Chief Editor:
Mike Cooper
mike.cooper@mediapartners.nl
Editor:
Scott Roane
scott.roane@mediapartners.nl
Art Director:
Esther Tji
Designer:
Meivin Witte, Bianca van Hilst
Text:
Dolinde van Beek, Julia Gorodecky,
Cecily Layzell, Angela Tweedie
Concept Realisation:
MediaPartners Group
Quarter 1 2012 World of HEINEKEN
