From Winning Partnership to WINNING PORTFOLIOS Winning Team The recent acquisition of Asia Pacific Breweries completed at the close of 2012, was the 43rd acquisition overseen by CEO, Jean-Franqois van Boxmeer. According to him, it was also 'the most difficult'. But the strategic potential is high, providing an opportunity to strengthen the company's competitive position in the rapidly developing markets of Asia and the Pacific. Asia Pacific Breweries (APB) was by no means an unknown entity to HEINEKEN before the acquisition. The company was formed as a joint venture with Fraser and Neave in 1931. Prior to the acquisition HEINEKEN owned 42% of APB's shares. The acquisition provides a strategic gateway to the Asia-Pacific market, and will allow the company to further grow and develop the international potential of APB's winning portfolio of over 40 beer brands and brand variants, particularly Tiger. The regional headquarters, which support more than 8,000 experienced APB employees, will remain in Singapore. Here, World of HEINEKEN takes a closer look into some of these successful brands. 8 World of HEINEKEN Edition 1 2013

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World of Heineken | 2013 | | pagina 8