World Water Week Olympic Performance Amstel Wheat and Tecate Michelada i al as a moderator for a high-level discussion on the storage of water, and With the sale of more than 100,000 tickets, the 2012 Olympic Games Holland Heineken House exceeded even the highest expectations. Staged at the spectacular Alexandra Palace, Holland Heineken House marked its twentieth anniversary as the national house of the Netherlands, with sell-out crowds, unforgettable entertainment and triumphant Dutch athletes. Exclusive performances from international artists, including two of the world's most popular DIs, Armin van Buuren and Afrojack, attracted huge crowds of more than 6,000 fans each night. AROUND THE WORLD The focus of this year's World Water Week meeting in Stockholm, Sweden was Water and Food Security. HEINEKEN representatives acted presented a keynote speech at the Dutch Embassy in Stockholm, where representatives of NGOs, governments and foundations from the USA, Germany and the Netherlands met to explore possible partnerships on water stewardship. With water scarcity becoming an increasing issue due to population growth and climate change, reducing water usage in HEINEKEN's operations is a key focus area of the Brewing a Better Future agenda. UK USA In October, FIEINEKEN introduced two new beers - Amstei Wheat and Tecate Michelada - in the United States. Amstel Wheat is an authentic European wheat beer brewed with Amstel's signature craftsmanship and brewing tradition. After a successful year-long test on draught it will be available nationwide by the end of the year. Tecate is leveraging its authenticity and Mexican heritage to launch the first canned, ready-to-drink michelada sold in the US. Michelada is a beer cocktail popular in Mexico that combines beer with lime, salt, spices and hot sauce. Quarter U 2012 World of HEINEKEN 29

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World of Heineken | 2012 | | pagina 29