4-10
11-13
14-18
19-21
22-25
Editor's
Note
34-35
36-38
Cities
Brand Strategy
Heineken®'s new global campaign
inspires urban adventurers
Sparkling Malt Beverage
The enormous potential
of non-alcoholic Fayrouz
Sustainability
Ambitious sourcing targets and
win-win agricultural initiatives
Customer Focus
A smart cooling system increases
quality and reduces costs
Global News
The latest from the world
of HEINEKEN
Welcome to the latest edition
of World of HEINEKEN.
In this issue we present
'Open Your City', the new
global Heineken® campaign
that offers a taste of urban
excitement in six iconic cities
around the world. We also
highlight other cities that are key
for brands across the portfolio.
These include Ho Chi Minh City
in Vietnam, where Desperados
was recently launched, and
Lagos in Nigeria, the largest
market for Fayrouz sparkling
malt drink.
In between, we provide
an update on HEINEKEN's
sustainable sourcing targets,
hear from customers who
are benefitting from the
SmartDispense system
and introduce a unique
alcohol-free beer.
Enjoy the read!
FSC
Innovation
Introducing the alcohol-free
beer with a great taste
Country Focus
Winning in Nigeria, Africa's
largest economy
Global Brand
Desperados brings the party
to Vietnam
Innovation
HEINEKEN USA shakes up shelves
and bars across the country
Contents
This issue is dedicated to 'Cities'.
Key cities (including London,
shown on the cover and above)
for brands across the portfolio are
featured in these
k special boxes
throughout the
magazine.
2014, HEINEKEN
Global Channel Manager:
Holly Bostock
holly.bostock@HEINEKEN.com
Concept Realisation:
MediaPartners Group
Amstelveen
Printing:
Roto Smeets GrafiServices
Eindhoven
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FSC' CCH MOO
Edition 2 2014 World of HEINEKEN 3
