Strategy of Heineken

Strategy

It would be easy to think that having been recognized by others for Heineken’s successful approach to sustainability and with the backdrop of the global economic crisis, Heineken choose another time to review their future commitment to society.

But that has never been the HEINEKEN way. Constant innovation on consistent themes to deliver long-term benefit is what they do best.

As a business, they recognize the need to balance financial sustainability with playing a role in society. They believe their “Brewing a Better Future” approach strikes the right balance and makes positive long-term commitments to investments in the environment, communities, people and partnerships.

* Brewing a Better Future

Integral to enabling the Company to achieve its business objectives is its approach to sustainability. In April 2010 we introduced our ‘Brewing a Better Future’ approach to creating real sustainable value for all our stakeholders. It has provided the Company with a roadmap and reflects our integrated and long-term ambition to become an even greener business. We focused on three strategic imperatives: Continuously IMPROVE the environmental impact of our business brands; EMPOWER our people and the communities in which we operate; positively IMPACT the role of beer in society. We want to use our position as the world’s most international brewer to help drive positive change and play our role in creating a better world in which we can all live and prosper.

* Moderate drinking

In December, HEINEKEN launched the latest phase in its global approach to encourage the responsible consumption of its brands. The new advertisement, titled ‘Sunrise belongs to moderate drinkers’ continues to use Heineken to deliver and reinforce this important message. The strategy to Heineken has four elements:

* Strive to reach a leading position in attractive markets.

* Focus on capturing an ever-growing share of the premium and specialty beer market segments.

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