Heineken is one of the world's largest brewers and has been operating for over 145 years. It has over 200 beer and cider brands and 125 breweries worldwide. In 2010, Heineken saw sales volume increase 21% and revenue increase 9.7% despite declines in some major markets. Heineken has built a holistic marketing strategy around interaction, exposure, engagement, and relationships to strengthen its premium brand equity. This includes sponsorships, social media integration, and an experiential retail store. The Heineken brand remains the strongest in its portfolio and it continues expanding in emerging markets.