Important highlights
March
Amstel in South Africa
Heineken regains control of Amstel Lager in South Africa, following an arbitration award by the International Court of Arbitration of the International Chamber of Commerce in favour of Amstel. In addition, Heineken takes an in-principle decision to construct a brewery in South Africa. Amstel Lager will be marketed, sold and distributed in South Africa through brandhouse Beverages (Pty) Ltd., the Cape Town-headquartered joint venture between Heineken, Diageo and Namibia Breweries. Until the new brewery is completed, the production of Amstel Lager will be brewed in existing Amstel breweries in Europe and transported to South Africa.
New UEFA Champions League advertising campaign
Heineken launches a new advertising campaign for the Heineken brand and the UEFA Champions League partnership, which establishes the new theme “Enjoyed together around the world.” This new campaign builds on the truly international premium status of both Heineken and the UEFA Champions League.
May
Heineken and FEMSA sign ten year import agreement for the USA
Heineken and Fomento Económico Mexicano, S.A.B. de C.V. (‘FEMSA’) extend their existing three-year relationship in the United States for a period of ten years, effective 1 January 2008. Heineken USA will continue to be the sole and exclusive importer, marketer and seller of the FEMSA beer brands, Dos Equis, Tecate, Tecate Light, Sol, Bohemia and Carta Blanca, in the USA.
June
Krušovice Brewery in Czech Republic
Heineken announces the acquisition of Krušovice Brewery in the Czech Republic from Radeberger Gruppe KG. As a result of this transaction, the market share of Heineken in the Czech Republic will increase to 8 per cent, with total volumes of over 1.6 million hectolitres, improving Heineken’s position in the market to number three. This acquisition provides a strong opportunity to accelerate top-line growth in the Czech market. The Krušovice brand is very popular among local consumers and Heineken is confident that with appropriate commercial investment, this brand has clear potential to grow.
September
Rugby World Cup 2007 in Paris
Heineken launches its new campaign entitled ‘Continental Shift,’ officially starting the countdown to the opening game of Rugby World Cup 2007 in Paris on 7 September. Heineken was once again the Official Beer of the Rugby World Cup and holds Official Sponsor status. Referring to a new campaign theme ‘One World, One Cup, One Beer’, Heineken presented a TV commercial in which thousands of fans from all over the world show their passion for the game of rugby and for Heineken beer. The television commercial was shot in a number of iconic locations around the world, and is based around the idea that rugby fans would do anything to get to Rugby World Cup 2007.
October
Heineken and Carlsberg to bid for Scottish & Newcastle
Heineken and Carlsberg confirm their intention to make an offer for the entire issued share capital of Scottish & Newcastle plc. Through the deal, it is intended that Heineken will ultimately obtain a number 1 position in the UK and number 2 positions in the key markets of Portugal, Ireland, Finland and Belgium, as well as greater exposure to developing markets and segments, with positions in India and the US import market. Carlsberg will ultimately acquire Scottish & Newcastle’s interests in Russia (BBH), France and Greece. In January 2008, the board of Scottish & Newcastle recommends the terms of a cash offer to its shareholders.
December
Acquisitions in Serbia and Belarus
Heineken announces the acquisitions of the Rodic Brewery, in Novi Sad, Serbia and of the Syabar Brewing Company, in Bobruysk, Belarus. Rodic was established in 2003 and employs 282 people. The Rodic Brewery facility is a state-of-the-art, 1.5 million hectolitre brewery, located in Novi Sad, northern Serbia. The company’s portfolio consists of the beer brands MB Premium, MB Pils and Master. Total 2007 sales volume is estimated at 500,000 hectolitres. The Syabar Brewing Company has been operational since October 2005 following the reconstruction of a stateowned brewery, employs 280 people and is located in Bobruysk, 140 km south-east of Minsk. The portfolio consists of the national mainstream beer brand Bobrov, which holds the number two position in the market and the recently introduced premium brand Syabar. 2007 sales volume is estimated at 600,000 hectolitres, compared to 370,000 hectolitres in 2006.