The Heineken brand

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The Heineken brand is the jewel in the crown of our portfolio and is at the heart of our Company. In 2008, it further strengthened its position as the undisputed leader among international premium brands. Total Heineken volume in the premium segment grew by 4.7 per cent despite challenging economic conditions in the USA in particular. It is worth noting that double-digit growth was achieved in Africa and Asia Pacific, providing a positive balance to the brand’s strong position in mature markets. In developed European premium beer markets, the Heineken brand maintained or increased its market share and leading positions albeit from a somewhat lower volume base. With the acquisition of Scottish & Newcastle, the growth opportunities for the Heineken brand in the UK, Portugal and Finland have improved considerably. We continue to take a long-term view by investing in the brand and protecting our premium position.