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Heineken company presentation 23 april 2015

This document provides an overview of Heineken N.V., the world's third largest brewer. Some key points: - Heineken is the #1 brewer in Europe and has a presence in over 70 countries. Its flagship brand, Heineken, is the leading international premium beer. - The company has a diverse brand portfolio including Heineken, Desperados, Sol, Affligem, and various ciders. It focuses on growing its brands globally and innovating new products. - Heineken has a long history dating back to 1864 and has expanded significantly through acquisitions. It aims to further capture growth opportunities in emerging markets.

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GLOBAL CORPORATE RELATIONS | APRIL 2015
THE WORLD’S MOST INTERNATIONAL BREWER • NO 1 IN EUROPE • NO 3 IN THE WORLD • PRESENT IN >70 COUNTRIES GLOBALLY HEINEKEN | PROUD, INDEPENDENT, RESPONSIBLE GLOBAL BREWER SURPRISING AND EXCITING CONSUMERS EVERYWHERE LONG AND PROUD HISTORY AND HERITAGE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
DESPERADOS, SOL, AFFLIGEM AND CIDERS COMPLEMENT OUR GLOBAL BRAND PORTFOLIO PASSION FOR QUALITY AND INNOVATION OVER 250 BEER AND CIDER BRANDS OUR FLAGSHIP BRAND, HEINEKEN®, IS THE WORLD’S LEADING INTERNATIONAL PREMIUM BEER HEINEKEN | BREWING GREAT BEERS, BUILDING GREAT BRANDS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
UNIQUE HISTORY & FAMILY INVOLVEMENT HEINEKEN® BRAND MARKETING BIAS TRULY GLOBAL FOOTPRINT PROVEN SUPPLY CHAIN SKILLS PASSIONATE PEOPLE HEINEKEN IS UNIQUE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEINEKEN | OUR VALUES RESPECT FOR PEOPLE & PLANET ENJOYMENT OF LIFE PASSION FOR QUALITY BRANDS THAT PEOPLE LOVE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
WE SWITCH TO BOTTOM FERMENTATION: CLEARER, PURER, LONG LASTING BEER DR.H ELION CULTIVATES THE HEINEKEN A-YEAST => UNIQUE FLAVOUR WE ARE CROWNED AT THE GRAND PRIX PARIS FOR QUALITY, FOCUSED INNOVATIONS THE HEINEKEN FAMILY ENTERS THE BEER BUSINESS HEINEKEN | A LONG AND PROUD HISTORY & HERITAGE 1864 1869 1886 1889 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEINEKEN | A LONG AND PROUD HISTORY & HERITAGE EARLY STAGES OF UNIQUE ADVERTISING AND BECOMING TRULY INTERNATIONAL HEINEKEN MOVES INTO ASIAN MARKETS HEINEKEN® IS THE FIRST IMPORT BEER TO THE US AFTER PROHIBITION IS LIFTED ALFRED HEINEKEN BEGINS ‘BEER CAN TRAVEL’ GLOBAL MARKETING STRATEGY HEINEKEN ACQUIRES AMSTEL BREWERY 1929 19541928 1933 1968 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEINEKEN | A LONG AND PROUD HISTORY & HERITAGE PRODUCTION TRANSFER FROM AMSTERDAM TO ZOETERWOUDE IN THE NETHERLANDS ACQUISITION OF BRAUBETEILIGUNAS A.G. (BBAG) IN AUSTRIA ACQUISITION OF SCOTTISH & NEWCASTLE ACQUISITION OF FEMSA CERVEZA ACQUISITION OF ASIA PACIFIC BREWERIES 1988 2003 2008 2010 2012 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
81,000 EMPLOYEES >160 BREWERIES IN OVER 70 COUNTRIES GROUP BEER VOLUME* IN 2014: 198.8 MILLION HL HEINEKEN | TRULY GLOBAL PRESENCE * Consolidated beer volume plus attributable share of beer volume from joint ventures and associates HEINEKEN OPCO JOINT VENTURES EXPORT LICENSES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
OUR BUSINESS PRIORITIES GROW THE HEINEKEN® BRAND CONSUMER-INSPIRED, CUSTOMER-ORIENTED, BRAND-LED CAPTURE THE OPPORTUNITIES IN EMERGING MARKETS LEVERAGE THE BENEFITS OF HEINEKEN’S GLOBAL SCALE DRIVE PERSONAL LEADERSHIP EMBED AND INTEGRATE SUSTAINABILITY THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
STRONG GLOBAL BRAND EQUITY UNDISPUTED LEADER IN THE INTERNATIONAL PREMIUM SEGMENT WITH 19% CATEGORY SHARE HEINEKEN® IS OUR MOST VALUABLE BRAND & A KEY STRATEGIC ASSET GROW THE HEINEKEN® BRAND STRONG GLOBAL PLATFORMS TO FURTHER GROW THE BRAND THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
WE ARE COMMITTED TO BEING PART OF THE CONVERSATION WITH CONSUMERS & PREFERRED PARTNER FOR OUR CUSTOMERS CONSUMER-INSPIRED, CUSTOMER-ORIENTED, BRAND-LED EXPANSION OF OUR GLOBAL BRANDS DESPERADOS, SOL, AFFLIGEM AND CIDERS INVEST IN AND WIN WITH REGIONAL & LOCAL BRANDS INNOVATION AT THE HEART OF OUR BUSINESS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
STRONG ORGANIC GROWTH FROM EMERGING MARKETS EMERGING MARKET FOOTPRINT TRANSFORMED THROUGH A CLEAR ACQUISITION STRATEGY CAPTURE THE OPPORTUNITIES IN EMERGING MARKETS 50% OF GROUP REVENUES, 61% OF GROUP OPERATING PROFIT & 63% OF GROUP BEER VOLUMES COME FROM DEVELOPING MARKETS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
LEVERAGE THE BENEFITS OF HEINEKEN’S GLOBAL SCALE HEINEKEN IS INVESTING IN NEW INITIATIVES TO BETTER LEVERAGE OUR GLOBAL SCALE HEINEKEN GLOBAL SHARED SERVICES DELIVERS EFFICIENCIES HEINEKEN GLOBAL PROCUREMENT DRIVES COST SAVINGS & MANAGES INPUT PRICE VOLATILITY GLOBAL BRAND BUILDING SUPPLY CHAIN OPTIMISATION THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEINEKEN BEHAVIOURS DRIVE OUR SUCCESS >70 OPERATING COMPANIES >81,000 EMPLOYEES DRIVE PERSONAL LEADERSHIP THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
EMBED AND INTEGRATE SUSTAINABILITY BREW A BETTER WORLD IS ABOUT CREATING REAL SUSTAINABLE VALUE FOR ALL OUR STAKEHOLDERS SUSTAINABILITY IS A BUSINESS IMPERATIVE TO ACHIEVE OUR BUSINESS OBJECTIVES WE FOCUS ON: • WATER • ENERGY • SOURCING • RESPONSIBLE CONSUMPTION • HEALTH & SAFETY • COMMUNITIES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
OWNERSHIP STRUCTURE AND STOCK EXCHANGE LISTING FEMSA PUBLIC PUBLIC HEINEKEN HOLDING N.V. HEINEKEN N.V. SUPERVISORY BOARD EXECUTIVE BOARD GLOBAL FUNCTIONSREGIONAL MANAGEMENT OPERATING COMPANIES LEGAL ENTITIES PUBLIC SHAREHOLDERS MANAGEMENT Per June 2014 37.463% 33.356% L’ARCHE GREEN N.V. 51.709% 12.532% 50.005% BOARD OF DIRECTORS 14.935% THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
ORGANISATIONAL STRUCTURE EXECUTIVE BOARD EXECUTIVE COMMITTEE (FROM 1 JULY EXECUTIVE TEAM) OPCOS / JOINT VENTURES REGIONS FUNCTIONS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
OUR EXECUTIVE BOARD LAURENCE DEBROUX JEAN-FRANÇOIS VAN BOXMEER CHIEF EXECUTIVE OFFICER & CHAIRMAN OF THE EXECUTIVE BOARD CHIEF FINANCIAL OFFICER & MEMBER OF THE EXECUTIVE BOARD THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
OUR EXECUTIVE COMMITTEE Chairman / Chief Executive Officer JEAN-FRANÇOIS VAN BOXMEER EXECUTIVE BOARD THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE President Central & Eastern Europe & Chief Marketing & Sales Officer JAN DERCK VAN KARNEBEEK President Western Europe & President Americas STEFAN ORLOWSKI President Africa & Middle East SIEP HIEMSTRA President Asia Pacific & CEO APB ROLAND PIRMEZ Chief Business Services Officer FRANS EUSMAN Chief Supply Chain Officer MARC GROSS Chief Corporate Relations Officer SEAN O’NEILL Chief Strategy Officer CHRIS BARROW Chief Human Resources Officer CHRIS VAN STEENBERGEN Member / Chief Financial Officer LAURENCE DEBROUX
HEINEKEN® IS THE WORLD’S LEADING INTERNATIONAL PREMIUM BEER WORLD-CLASS BRAND PORTFOLIO DESPERADOS, SOL, AFFLIGEM AND CIDERS COMPLEMENT OUR GLOBAL BRANDS PORTFOLIO OVER 250 BEER AND CIDER BRANDS ACROSS THE WORLD REGIONAL AND LOCAL JEWELS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
AVAILABLE IN ALMOST EVERY COUNTRY IN THE WORLD ONE WORLD, ONE TASTE, ONE UNCHANGED RECIPE UNDISPUTED LEADER IN THE INTERNATIONAL PREMIUM SEGMENT (IPS) HEINEKEN® | OUR FLAGSHIP BRAND A KEY STRATEGIC ASSET THAT SETS US APART FROM OUR COMPETITORS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
PRODUCT PLATFORMS HEINEKEN® | PURE PREMIUM THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE DESIGN CREATIVITY INNOVATIONS
WORLD CLASS EVENTS HEINEKEN® | IGNITING CONVERSATIONS DIGITAL & SOCIAL MEDIA PRESENCE MAKING RESPONSIBLE CONSUMPTION ASPIRATIONAL THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
DESPERADOS IS THE BRAND, BUT ALSO THE PEOPLE WHO MAKE AND LIVE BY THEIR OWN RULES, TURNING BORING AND PREDICTABLE INTO SOMETHING EPIC A UNIQUE TEQUILA FLAVOURED BEER WITH SUPER PREMIUM POSITIONING DESPERADOS | PUSHING THE BEER CATEGORY LIMITS SERVED IN AN ICONIC, PREMIUM, TRANSPARENT GLASS BOTTLE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
BORN IN 1899 IN INDEPENDENT MEXICO SOL | ESPIRITU LIBRE SOL CHAMPIONS LOCAL HEROES – GUYS ALL OVER THE WORLD DOING THEIR OWN THING ENJOYED IN 56 COUNTRIES AROUND THE WORLD THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE SOL SEARCH HELPS CONSUMERS FIND ORIGINAL AND AUTHENTIC BARS, CAFES AND RESTAURANTS
UNIQUE DOUBLE FERMENTED RECIPE THAT IS ONLY BREWED IN BELGIUM UNDER THE CLOSE SUPERVISION OF THE MONKS OF THE AFFLIGEM ABBEY CERTIFIED AND AWARD-WINNING BELGIAN ABBEY BEER WITH A 1000 YEAR HISTORY AFFLIGEM | 1000 YEARS OF FINE BEERS RANGE OF 8 BEAUTIFUL AFFLIGEM BEERS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEINEKEN IS THE WORLD’S LEADING CIDER PRODUCER WITH LEADING CIDER RESEARCH AND DEVELOPMENT CAPABILITIES CIDERS | REACHING CONSUMERS THAT BEER CAN’T ATTRACTIVE GLOBAL CIDER BRAND PORTFOLIO: BULMERS STRONGBOW APPLE CIDERS OLD MOUT BLIND PIG CIDERIE STASSEN SUPERIOR REFRESHMENT VARIOUS PROPOSITIONS WITH UNISEX APPEAL THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
REGIONAL & LOCAL JEWELS LOCAL CHAMPIONS TECATE STAR BINTANG REGIONAL POWER BRANDS TIGER DOS EQUIS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
INSPIRING & INNOVATIVE GLOBAL MARKETING THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY AWARDED HEINEKEN WITH THE 2015 CREATIVE MARKETER OF THE YEAR WOWING THE WORLD WITH OUR BRANDS EMBRACING & ENCOURAGING CREATIVITY IN BRAND COMMUNICATIONS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
INNOVATION IS AT THE HEART OF OUR COMPANY STRATEGY DELIGHTING OUR CONSUMERS WITH INNOVATIONS WE WORK TO CONTINUALLY SURPRISE AND EXCITE OUR CONSUMERS AND MEET CHANGING CONSUMER PREFERENCES INNOVATION RATE OF 7.7% CONTRIBUTING € 1.5 BILLION OF REVENUES IN 2014 GLOBAL & LOCAL INNOVATIONS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
RADLER | DOUBLE REFRESHMENT A REFRESHING MIX OF BEER AND NATURAL LEMONADE NEW DRINKING OCCASIONS & CONSUMERS LAUNCHED FOR LOCAL BRANDS IN 41 MARKETS ACROSS ALL 5 REGIONS 2 VARIANTS: 2% LOW-ALCOHOL & 0% ALCOHOL-FREE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
UNIQUE BLEND OF NATURAL MALTS GREAT TASTING AND VISIBLY DIFFERENT ALCOHOL FREE BEER MAXX 0.0% | FULL FLAVOUR, NO ALCOHOL FRESH AND WELL-BALANCED BEER FULL ENJOYMENT: THE 0.0% WORLD HAS NO LIMITS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE PILOTED IN 5 CEE MARKETS, FURTHER LAUNCHES TO FOLLOW
THE SUB DELIVERS PROFESSIONAL QUALITY DRAUGHT BEER AT HOME THE SUB | ICONIC HOME DRAUGHT APPLIANCE FUTURISTIC SUBMARINE APPEARANCE CAN CHILL TO 2° IT TAKES NEW, 2-LITRE KEGS, TORPS, CONVENIENTLY DESIGNED TO STORE IN THE FRIDGE DESIGNED IN COLLABORATION WITH MARC NEWSON AND ENGINEERED BY KRUPS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
DESIGNED FOR MEDIUM-SIZED PREMIUM ON-TRADE OUTLETS BREWLOCK WILL REVOLUTIONISE DRAUGHT BEER WITH A NEW ONE-WAY KEG TECHNOLOGY BREWLOCK | GAME CHANGER FOR DRAUGHT IN ON-TRADE LAUNCHED IN THE USA & FOR THE CRUISE LINES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE OUTSTANDING CONSUMER EXPERIENCE: PRESERVES THE NATURAL TASTE AND AROMAS OF OUR BEERS & DELIVERS THEM INTACT FROM THE BREWERY
PROTECTING WATER RESOURCES REDUCING CO2 EMISSIONS SOURCING SUSTAINABILITYPROMOTING HEALTH AND SAFETY GROWING WITH COMMUNITIES ADVOCATING RESPONSIBLE CONSUMPTION
SUSTAINABILITY | BUSINESS IMPERATIVE OUR INDUSTRY & THE CHALLENGES WE FACE ARE CHANGING THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE SUSTAINABILITY HAS A POSITIVE IMPACT IN A NUMBER OF AREAS, SUCH AS: • OUR LICENSE TO OPERATE E.G. COMMERCIAL FREEDOM • BUILDING TRUST E.G. IN THE COMMUNITIS WE OPERATE IN • RISK MANAGEMENT E.G. FOCUS ON WATER-SCARCE AREAS & RAW MATERIAL QUALITY • (ECO)EFFICIENCY E.G. ENERGY SAVING IN BREWERIES SUPPORTS OUR BRANDS AND INNOVATION STRATEGY & BUILDS BRIDGES TOWARDS OUR CUSTOMERS
BREWING A BETTER WORLD GENUINE COMMERCIAL OPPORTUNITY FOR OUR BRANDS AND IN THE INNOVATIONS FUNNEL THE ALCOHOL AGENDA REMAINS OUR NUMBER ONE BUSINESS RISK GREATER ATTENTION TO THE HERE AND NOW, FULLY EMBEDDED IN THE BUSINESS 6 FOCUS AREAS: • PROTECTING WATER RESOURCES • REDUCING CO2 EMISSIONS • SOURCING SUSTAINABLY • ADVOCATING RESPONSIBLE CONSUMPTION • GROWING WITH COMMUNITIES • PROMOTING HEALTH & SAFETY THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
SUSTAINABILITY | STRATEGY Protecting water resources Reducing CO2 emissions Sourcing sustainably Advocating responsible consumption Promoting health and safety Growing with communities Our strategy Our focus THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
COVERING OUR VALUE CHAIN ‘FROM BARLEY TO BAR’ THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
PROTECTING WATER RESOURCES OUR COMMITMENTS 2015 2020 Specific water consumption Reduce our specific water consumption in the breweries to 3.9 hl/hl Reduce our specific water consumption in the breweries by approx. 30%1 to 3.5 hl/hl, and in water scarce areas to 3.3 hl/hl Water balancing in water scarce and distressed areas 100% of our production units in water scarce and distressed areas will have a source water protection plan We aim for significant water compensation/ balancing by our production units in water scarce and distressed areas 1Baseline 2008 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
2015 2020 Reduce specific CO2 emissions in production Reduce our CO2 emissions in production by 27%1 (eq 7.6 kg CO2-eq/hl) Reduce our CO2 emissions in production by 40%1 (eq 6.4 kg CO2-eq/hl) Reduce specific CO2 emissions in fridges Reduce the CO2 emissions of our fridges by 42%2 Reduce the CO2 emissions of our fridges by 50%2 Reduce specific CO2 emissions in distribution Reduce the CO2 emissions of distribution by 10%3 in Europe and the Americas Reduce the CO2 emissions of distribution by 20%3 in Europe and the Americas 1 Baseline 2008 2 Baseline 2010 3 Baseline 2011, scope is 24 of our largest operations REDUCING CO2 EMISSIONS OUR COMMITMENTS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
SOURCING SUSTAINABLY OUR COMMITMENTS 2015 2020 Stimulate local economic development through sourcing locally Deliver 50% of raw materials in Africa via local sourcing1 (based upon tonnage) Deliver 60% of raw materials in Africa via local sourcing1 (based upon tonnage) Drive the roll-out of sustainability standards in agriculture by sourcing our raw material sustainably Aim for sustainable sourcing of raw materials2: for crop year 2015: 20% (barley,) 40% (hops), 60% bittersweet apples for cider) Aim for at least 50% of our main raw materials supplied from sustainable sources23 Ensure full compliance with our supplier code procedure 4-step Supplier Code Procedure rolled out to all Operating Companies Ongoing compliance to Supplier Code Procedure 1 With local sourcing we refer to sourcing within the Region Africa 2 Based on volume 3 Barley, hops, cider apples, other apples, other fruit, sugar, rice, sorghum, wheat, maize THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
ADVOCATING RESPONSIBLE CONSUMPTION OUR COMMITMENTS 2015 2020 Industry Commitments Precise goals for 2015 to be decided in conjunction with industry via ICAP and GAPG organisations. Deliver global industry commitments on: 1. Reducing under-age drinking 2. Strengthening and expanding marketing codes of practice to limit the exposure to young people 3. Providing more consumer information and responsible product innovation 4. Reducing drinking and driving 5. Enlisting the support of retailers to reduce harmful drinking Partnerships Every market in scope2 has a partnership to address alcohol related harm. All partnerships meet HEINEKEN’s 7-point partnership criteria Every market in scope2 has and reports publicly on a measurable partnership aimed at addressing alcohol abuse Heineken® We commit to invest a minimum of 10% of our media share of voice for Heineken® in supporting our dedicated responsible consumption campaign in at least 50% of our market volume1 Making responsible consumption aspirational through Heineken® 1 Market scope covering in total at least 50% of Heineken® global volume 2 Small export markets and markets with religious restrictions are out of scope THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
PROMOTING HEALTH AND SAFETY Indicator Kpi 2015 Production Accident frequency (AF) 10% reduction Outside production Percentage of sites reporting at lease one near miss per quarter 90% of OpCos at 75% of sites All OpCos/All functions E-learning training 90% of OpCos with 90% employees trained Sales Road safety training with Alert Driving 2000 sales managers trained THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
GROWING WITH COMMUNITIES WE WANT TO ENSURE THAT OUR SUCCESS AS A BUSINESS HELPS THE COMMUNITIES AND SOCIETIES IN WHICH WE OPERATE TO PROSPER Direct contributions Shared-value projects Heineken Africa Foundation Donating cash, time, in-kind donations and management costs. We seek long-term community investments through partnerships that are aligned with our business and sustainability agenda, such as addressing alcohol misuse and local water challenges. This includes employee volunteering. Our local sourcing projects in Africa and Haiti are prime examples of ‘inclusive growth’ and how we create shared value. These projects benefit HEINEKEN as a business, and at the same time create jobs locally, help to strengthen the agricultural sector and improve the lives of rural households over time. Established with an endowment from HEINEKEN of €20 million, the Foundation can invest up to €1 million per year in community healthcare and water projects in Sub-Saharan Africa. THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
YEAST BARLEY WATER HOP ALL NATURAL INGREDIENTS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
THE MAGIC OF BREWING DRYING STEEPING GERMINATING ROASTING MILLING LAUTERING BOILING WHIRLPOOLING COOLING FERMENTING LAGERING FILTERING HEATING COMPRESSINGPURIFYING HOP PELLETS YEAST BEER BITTER WORT SWEET WORTMASHGRISTMALTBARLEY BREW WATER WATER HOPS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
VITAMINS B1, 3 AND 11 MINERALS STOREHOUSE OF NUTRIENTS NO FAT ANTIOXIDANTS NO ADDITIVES; NO PRESERVATIVES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
RELATIVELY LOW IN CALORIES 100 grams Kcal Whiskey 245 Red Wine 82 White Wine 70 Alcoholic mix drinks 65 Milk 63 Beer 42 Orange juice 39 Soft drinks 39 CALORIC VALUE OF VARIOUS BEVERAGES Source: Netherlands Nutrition Centre Average serving: Beer 250 ml, Wine 150 ml, Alcoholic mixed drinks 250 ml THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
CIDER REACHES CONSUMERS THAT BEER CAN’T AUTHENTIC & REFRESHING ALCOHOLIC DRINK MADE FROM APPLES OR PEARS WIDE RANGE OF FLAVOURS HEINEKEN LEADS THE GLOBAL CIDER CATEGORY WITH 20% MARKET SHARE CRISP, SWEETER TASTE TRIPLE REFRESHMENT: NATURAL ACIDITY, LIGHT SPARKLING, SERVED OVER ICE LIKED BY MEN & WOMEN THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
APPLE HARVESTING MILLING & PRESSING STORAGE & FERMENTATION BLENDING & FILTRATION FILLING & PACKAGING CIDER PRODUCTION PROCESS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
PERFORMANCE
2014: STRONG PERFORMANCE REFLECTS EFFECTIVENESS OF OUR STRATEGY GROUP REVENUE +3.3% ORGANICALLY WITH GROUP REV/HL UP +1.4% TOP AND BOTTOM LINE GROWTH ACROSS THE BUSINESS HEINEKEN®VOLUME +5.1% REPORTING POSITIVE GROWTH IN ALL REGIONS DOUBLE DIGIT GROWTH FOR GLOBAL BRANDS DESPERADOS, AFFLIGEM AND SOL* INNOVATION CONTRIBUTED €1.5BN OF REVENUE, INNOVATION RATE ACCELERATED TO 7.7% CONSOLIDATED OPERATING PROFIT (BEIA) MARGIN UP 90BPS, WELL AHEAD OF MEDIUM TERM MARGIN GUIDANCE (40BPS) DILUTED EPS (BEIA) UP 11%, PROPOSED DPS UP 24% (36% PAY-OUT RATIO) *1 Sol premium (volume outside home market) THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
FINANCIAL OVERVIEW Mhl/€m 2014 2013 Total Change (%) Organic Change (%) Group revenue 21,191 21,174 0.1 3.3 Group revenue/hl (€) 91 92 -0.9 1.4 Group operating profit (beia) 3,359 3,192 5.2 7.8 Consolidated Revenue 19,257 19,203 0.3 3.0 Consolidated operating profit (beia) 3,129 2,941 6.4 8.7 Consolidated operating profit (beia) margin 16.2% 15.3% +90bps Net profit (beia) 1,758 1,585 11 14 Net profit 1,516 1,364 11 Diluted EPS (beia) in € 3.05 2.75 11 Free operating cash flow 1,574 1,518 3.7 Net Debt/EBITDA (beia) ratio 2.5x 2.6x THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEALTHY GROWTH ACROSS THE BUSINESS 2014 Organic growth % AFRICA MIDDLE EAST AMERICAS ASIA PACIFIC CENTRA & EASTERN EUROPE WESTERN EUROPE HEINEKEN NV Consolidated revenue 4.4 6.9 5.3 -3.7 2.2 3.0 Revenue per HL -3.1 3.2 0.4 1.4 0.5 1.2 Consolidated operating profit (beia) 8.8 16 5.4 -4.5 4.5 8.7 Group Beer volume 6.7 3.7 5.0 -4.2 2.3 2.0 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
BALANCED MARKET FOOTPRINT DRIVING TOP LINE AND PROFITS 1 Head office & eliminations excluded from ‘% of Group’ calculation 2014 FY: ORGANIC GROWTH % DEVELOPED/DEVELOPING MARKET SPLIT 2.4% 1.5% 5.6% 1.1% 10% 1.7% Group beer volume Group revenue Group operating profit (beia)1 Group beer volume Group revenue Group operating profit (beia)1 63% 37% 50% 50% 61% 39% Developing Developed Developing Developed THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
HEINEKEN® BRAND GROWING ACROSS ALL REGIONS DOUBLE DIGIT GROWTH IN BRAZIL, CHINA, FRANCE, THE UK AND MEXICO ENCOURAGING PROGRESS IN THE US WITH POSITIVE HEINEKEN® VOLUME IN Q4 SUCCESSFUL ‘THE CITY’ CAMPAIGN, EXCITING PIPELINE FOR 2015 BRAND ACTIVATION AND MARKETING HEINEKEN® CONSISTENTLY OUTPERFORMING PREMIUM Source: Canadean – March 2014. FY2014 estimates on beer market and IPS * IPS = International Premium Segment (volume outside home market) HEINEKEN® PREMIUM VOLUMES 2014FY 1.8% 4.0% 5.1% Beer market IPS* Heineken® THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
IMPROVING DRAUGHT OFFER NEW PACK TYPES BRAND EXTENSIONS RADLER AND ALCOHOL FREE PROPOSITIONS INNOVATION DELIVERED €1.5BN REVENUE, RATE OF 7.7% COMPETITIVE ADVANTAGE AND SUSTAINABLE CONTRIBUTOR TO PROFITABILITY From 1 January 2013, the innovation rate is calculated as revenues generated from innovation introduced in the past 40 quarters for a new category, 20 quarters for a new brand and 12 quarters for all other innovations, excluding packaging renovations divided by total revenue INNOVATION REVENUE 2010 2014 €0.4bn €1.5bn 40% CAGR THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
CONTINUED FOCUS ON DRIVING COST EFFICIENCIES TCM2 COMPLETED IN H1 2014 AHEAD OF TARGET AND SCHEDULE DRIVING FURTHER COST SAVINGS: • RIGHTSIZING THE ORGANISATION TO OPTIMISE COST STRUCTURE • DRIVE END2END PRODUCTIVITY TO GROW TOPLINEAND PROFITS • LEVERAGING GLOBAL SCALE THROUGH GBS: • ADDITIONAL EFFICIENCIES IN HEINEKEN GLOBAL PROCUREMENT (HGP) • EXTENDING GEOGRAPHIC SCOPE AND ACTIVITIES OF HEINEKEN GLOBAL SHARED SERVICES (HGSS) FURTHER COST SAVINGS ARE A KEY COMPONENT OF HEINEKEN’S MEDIUM TERM MARGIN GUIDANCE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
2014 MARGIN EXPANSION WELL AHEAD OF MEDIUM TERM TARGET MEDIUM TERM GUIDANCE OF YEAR ON YEAR IMPROVEMENT OF APPROXIMATELY 40 BPS IMPROVING OPERATING PROFITABILITY AND MARGINS CONSOLIDATED OPERATING PROFIT MARGIN CONTINUES TO IMPROVE 2011 14.3% 16.2% 14.7% 15.3% 2012 2013 2014 40 bps 60 bps 90 bps THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
2015 CONSOLIDATED OPERATING PROFIT (BEIA) MARGIN IMPROVEMENT WILL BE SOMEWHAT BELOW THE 40BPS MEDIUM TERM LEVEL DUE TO 25BPS DILUTION FROM THE DISPOSAL OF EMPAQUE. THIS WILL BE PARTIALLY BUT NOT FULLY OFFSET 2015 FULL YEAR OUTLOOK1 COMMITTED TO DELIVERING ON STRATEGIC PRIORITIES –FURTHER REVENUE AND PROFIT GROWTH IN 2015 1Based on consolidated reporting CONTINUED CHALLENGING EXTERNAL ENVIRONMENT POSITIVE ORGANIC REVENUE GROWTH: • POSITIVE VOLUME DEVELOPMENT MORE MODERATE THAN 2014 AND WEIGHTED TO H2 • REVENUE PER HECTOLITRE TO INCREASE DRIVEN BY REVENUE MANAGEMENT SLIGHT INCREASE IN MARKETING AND SELLING SPEND (BEIA) AS PERCENTAGE OF REVENUE INPUT COST PRICES TO BE SLIGHTLY LOWER (EXCLUDING A FOREIGN CURRENCY TRANSACTIONAL EFFECT) CONTINUE TO TARGET A YEAR-ON-YEAR IMPROVEMENT IN CONSOLIDATED OPERATING PROFIT (BEIA) MARGIN OF AROUND 40BPS IN THE MEDIUM TERM THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
AFRICA MIDDLE EAST Strong results achieved amid volatile trading environment Solid volume growth across most markets, in particular Nigeria, Ethiopia, Cameroon, Burundi, DRC and Egypt Organic consolidated revenue/hl declined by 3.1%, due to high license volumes, unfavourable country and product mix Continued capital investment in new capacity across key markets Heineken® growth of 7.8% driven by South Africa, Nigeria, Cameroon and Algeria 100bps improvement on consolidated operating profit (beia) margin mainly from cost efficiencies Revenue 2,643 3.5 4.4 3,085 2.7 Revenue/hl (in €) 84 -3.8 -3.1 82 -3.7 Operating profit (beia) 655 7.9 8.8 700 5.2 Operating profit (beia) margin 24.8% +100bps 22.7% +60bps Total volume 31.6 7.6 7.5 37.6 6.6 6.6 of which: Beer volume 25.0 7.4 7.3 29.3 6.8 6.7 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
AMERICAS Strong top and bottom line growth Solid growth in Brazil, Mexico, Panama and export markets resulted in 3.7% volume growth Heineken® grew by 4.0% led by Brazil, Mexico and export markets Mexico saw strong profit growth with 200bps of margin expansion due to strong topline supported by ongoing cost efficiencies Operating profit (beia) increased organically by 16% primarily due to double digit growth in Mexico and positive performance in Brazil Continued strong growth of Dos Equis and Tecate brands in U.S and Mexico Revenue 4,631 3.0 6.9 5,401 1.6 Revenue/hl (in €) 85 -0.7 3.2 87 -1.8 Operating profit (beia) 780 8.6 16 887 6.1 Operating profit (beia) margin 16.8% +80bps 16.4% +70bps Total volume 54.6 3.8 3.7 62.3 3.5 3.7 of which: Beer volume 53.2 3.9 3.9 57.0 3.7 3.7 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
ASIA PACIFIC H2 driving growth Volume growth accelerated in the second half, with improved trading conditions witnessed across key markets Production capacity expanded in Vietnam and China, and new greenfield underway in Myanmar and East Timor Market share gains across key markets: Vietnam, Taiwan, Indonesia Strong double digit growth of Tiger brand driven by successful commercial activation Consolidated operating profit (beia) up 5.4% organically, with gains from Vietnam, China, Singapore, Cambodia and export markets Revenue 2,088 2.5 5.3 2,455 3.2 Revenue/hl (in €) 112 -1.4 0.4 100 -1.4 Operating profit (beia) 550 2.5 5.4 598 3.0 Operating profit (beia) margin 26.3% 0bps 24.4% 0bps Total volume 18.7 4.0 4.9 24.5 4.7 4.8 of which: Beer volume 18.3 5.5 5.2 24.0 5.8 5.0 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
CENTRAL & EASTERN EUROPE Delivering margin improvement in a challenging trading environment Volume impacted by low consumer confidence, adverse channel mix and ongoing competitive intensity and unfavourable weather Adverse foreign currency movements, mainly the Russian Rouble, impact on reported revenues of -3.7% Revenue per hectolitre reflects strategic focus on driving value growth through premiumisation and innovation Despite a challenging trading environment, ongoing cost efficiencies resulted in 10bps of operating profit (beia) margin growth Revenue 2,868 -7.4 -3.7 3,223 -6.7 Revenue/hl (in €) 65 -2.7 1.4 66 -2.5 Operating profit (beia) 272 -6.3 -4.5 302 -5.8 Operating profit (beia) margin 9.5% +10bps 9.4% +10bps Total volume 44.4 -4.8 -5.1 49.2 -4.3 -4.4 of which: Beer volume 42.3 -4.4 -4.7 46.0 -4.0 -4.2 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
WESTERN EUROPE Strong Execution & Higher Investments Driving Market Share Gains Organic volume growth driven by broad-based market share gains from focused commercial assertiveness, increased brand investment and a clear consistent strategy “Not An Inch Back” across the region Organic revenue growth supported by improving volume and revenue per hectolitre Strong focus on innovation and premiumisation Operating profit (beia) grew 4.5% lead by France, Spain, and the Netherlands Revenue 7,478 0.3 2.2 Revenue/hl (in €) 127 1.9 0.5 Operating profit (beia) 852 -0.1 4.5 Operating profit (beia) margin 11.4% 0bps Total volume 59.0 -1.6 1.7 of which: Beer volume 42.5 0.5 2.3 Total Change (%) Organic Change (%)2014FY Consolidated Mhl/€m The divestment of Oy Hartwall Ab in Finland on 23 August 2013 is reported as a consolidation impact THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
76
DISCLAIMER This presentation contains forward-looking statements with regard to the financial position and results of HEINEKEN’s activities. These forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those expressed in the forward-looking statements. Many of these risks and uncertainties relate to factors that are beyond HEINEKEN’s ability to control or estimate precisely, such as future market and economic conditions, the behavior of other market participants, changes in consumer preferences, the ability to successfully integrate acquired businesses and achieve anticipated synergies, costs of raw materials, interest rate - and foreign exchange fluctuations, change in tax rates, changes in law, pension costs, the actions of government regulators and weather conditions. These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date of this presentation. HEINEKEN does not undertake any obligation to publicly release any revisions to these forward- looking statements to reflect events or circumstances after the date of these materials. Market share estimates contained in this presentation are based on outside sources such as specialized research institutes in combination with management estimates. 77

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Heineken company presentation 23 april 2015

  • 1.
  • 4.
    THE WORLD’S MOSTINTERNATIONAL BREWER • NO 1 IN EUROPE • NO 3 IN THE WORLD • PRESENT IN >70 COUNTRIES GLOBALLY HEINEKEN | PROUD, INDEPENDENT, RESPONSIBLE GLOBAL BREWER SURPRISING AND EXCITING CONSUMERS EVERYWHERE LONG AND PROUD HISTORY AND HERITAGE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 5.
    DESPERADOS, SOL, AFFLIGEMAND CIDERS COMPLEMENT OUR GLOBAL BRAND PORTFOLIO PASSION FOR QUALITY AND INNOVATION OVER 250 BEER AND CIDER BRANDS OUR FLAGSHIP BRAND, HEINEKEN®, IS THE WORLD’S LEADING INTERNATIONAL PREMIUM BEER HEINEKEN | BREWING GREAT BEERS, BUILDING GREAT BRANDS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 6.
    UNIQUE HISTORY & FAMILY INVOLVEMENT HEINEKEN® BRAND MARKETING BIAS TRULYGLOBAL FOOTPRINT PROVEN SUPPLY CHAIN SKILLS PASSIONATE PEOPLE HEINEKEN IS UNIQUE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 7.
    HEINEKEN | OURVALUES RESPECT FOR PEOPLE & PLANET ENJOYMENT OF LIFE PASSION FOR QUALITY BRANDS THAT PEOPLE LOVE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 8.
    WE SWITCH TO BOTTOM FERMENTATION: CLEARER,PURER, LONG LASTING BEER DR.H ELION CULTIVATES THE HEINEKEN A-YEAST => UNIQUE FLAVOUR WE ARE CROWNED AT THE GRAND PRIX PARIS FOR QUALITY, FOCUSED INNOVATIONS THE HEINEKEN FAMILY ENTERS THE BEER BUSINESS HEINEKEN | A LONG AND PROUD HISTORY & HERITAGE 1864 1869 1886 1889 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 9.
    HEINEKEN | ALONG AND PROUD HISTORY & HERITAGE EARLY STAGES OF UNIQUE ADVERTISING AND BECOMING TRULY INTERNATIONAL HEINEKEN MOVES INTO ASIAN MARKETS HEINEKEN® IS THE FIRST IMPORT BEER TO THE US AFTER PROHIBITION IS LIFTED ALFRED HEINEKEN BEGINS ‘BEER CAN TRAVEL’ GLOBAL MARKETING STRATEGY HEINEKEN ACQUIRES AMSTEL BREWERY 1929 19541928 1933 1968 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 10.
    HEINEKEN | ALONG AND PROUD HISTORY & HERITAGE PRODUCTION TRANSFER FROM AMSTERDAM TO ZOETERWOUDE IN THE NETHERLANDS ACQUISITION OF BRAUBETEILIGUNAS A.G. (BBAG) IN AUSTRIA ACQUISITION OF SCOTTISH & NEWCASTLE ACQUISITION OF FEMSA CERVEZA ACQUISITION OF ASIA PACIFIC BREWERIES 1988 2003 2008 2010 2012 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 11.
    81,000 EMPLOYEES >160 BREWERIESIN OVER 70 COUNTRIES GROUP BEER VOLUME* IN 2014: 198.8 MILLION HL HEINEKEN | TRULY GLOBAL PRESENCE * Consolidated beer volume plus attributable share of beer volume from joint ventures and associates HEINEKEN OPCO JOINT VENTURES EXPORT LICENSES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 12.
    OUR BUSINESS PRIORITIES GROWTHE HEINEKEN® BRAND CONSUMER-INSPIRED, CUSTOMER-ORIENTED, BRAND-LED CAPTURE THE OPPORTUNITIES IN EMERGING MARKETS LEVERAGE THE BENEFITS OF HEINEKEN’S GLOBAL SCALE DRIVE PERSONAL LEADERSHIP EMBED AND INTEGRATE SUSTAINABILITY THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 13.
    STRONG GLOBAL BRANDEQUITY UNDISPUTED LEADER IN THE INTERNATIONAL PREMIUM SEGMENT WITH 19% CATEGORY SHARE HEINEKEN® IS OUR MOST VALUABLE BRAND & A KEY STRATEGIC ASSET GROW THE HEINEKEN® BRAND STRONG GLOBAL PLATFORMS TO FURTHER GROW THE BRAND THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 14.
    WE ARE COMMITTEDTO BEING PART OF THE CONVERSATION WITH CONSUMERS & PREFERRED PARTNER FOR OUR CUSTOMERS CONSUMER-INSPIRED, CUSTOMER-ORIENTED, BRAND-LED EXPANSION OF OUR GLOBAL BRANDS DESPERADOS, SOL, AFFLIGEM AND CIDERS INVEST IN AND WIN WITH REGIONAL & LOCAL BRANDS INNOVATION AT THE HEART OF OUR BUSINESS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 15.
    STRONG ORGANIC GROWTH FROMEMERGING MARKETS EMERGING MARKET FOOTPRINT TRANSFORMED THROUGH A CLEAR ACQUISITION STRATEGY CAPTURE THE OPPORTUNITIES IN EMERGING MARKETS 50% OF GROUP REVENUES, 61% OF GROUP OPERATING PROFIT & 63% OF GROUP BEER VOLUMES COME FROM DEVELOPING MARKETS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 16.
    LEVERAGE THE BENEFITSOF HEINEKEN’S GLOBAL SCALE HEINEKEN IS INVESTING IN NEW INITIATIVES TO BETTER LEVERAGE OUR GLOBAL SCALE HEINEKEN GLOBAL SHARED SERVICES DELIVERS EFFICIENCIES HEINEKEN GLOBAL PROCUREMENT DRIVES COST SAVINGS & MANAGES INPUT PRICE VOLATILITY GLOBAL BRAND BUILDING SUPPLY CHAIN OPTIMISATION THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 17.
    HEINEKEN BEHAVIOURS DRIVE OURSUCCESS >70 OPERATING COMPANIES >81,000 EMPLOYEES DRIVE PERSONAL LEADERSHIP THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 18.
    EMBED AND INTEGRATESUSTAINABILITY BREW A BETTER WORLD IS ABOUT CREATING REAL SUSTAINABLE VALUE FOR ALL OUR STAKEHOLDERS SUSTAINABILITY IS A BUSINESS IMPERATIVE TO ACHIEVE OUR BUSINESS OBJECTIVES WE FOCUS ON: • WATER • ENERGY • SOURCING • RESPONSIBLE CONSUMPTION • HEALTH & SAFETY • COMMUNITIES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 19.
    OWNERSHIP STRUCTURE ANDSTOCK EXCHANGE LISTING FEMSA PUBLIC PUBLIC HEINEKEN HOLDING N.V. HEINEKEN N.V. SUPERVISORY BOARD EXECUTIVE BOARD GLOBAL FUNCTIONSREGIONAL MANAGEMENT OPERATING COMPANIES LEGAL ENTITIES PUBLIC SHAREHOLDERS MANAGEMENT Per June 2014 37.463% 33.356% L’ARCHE GREEN N.V. 51.709% 12.532% 50.005% BOARD OF DIRECTORS 14.935% THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 20.
    ORGANISATIONAL STRUCTURE EXECUTIVE BOARD EXECUTIVECOMMITTEE (FROM 1 JULY EXECUTIVE TEAM) OPCOS / JOINT VENTURES REGIONS FUNCTIONS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 21.
    OUR EXECUTIVE BOARD LAURENCEDEBROUX JEAN-FRANÇOIS VAN BOXMEER CHIEF EXECUTIVE OFFICER & CHAIRMAN OF THE EXECUTIVE BOARD CHIEF FINANCIAL OFFICER & MEMBER OF THE EXECUTIVE BOARD THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 22.
    OUR EXECUTIVE COMMITTEE Chairman/ Chief Executive Officer JEAN-FRANÇOIS VAN BOXMEER EXECUTIVE BOARD THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE President Central & Eastern Europe & Chief Marketing & Sales Officer JAN DERCK VAN KARNEBEEK President Western Europe & President Americas STEFAN ORLOWSKI President Africa & Middle East SIEP HIEMSTRA President Asia Pacific & CEO APB ROLAND PIRMEZ Chief Business Services Officer FRANS EUSMAN Chief Supply Chain Officer MARC GROSS Chief Corporate Relations Officer SEAN O’NEILL Chief Strategy Officer CHRIS BARROW Chief Human Resources Officer CHRIS VAN STEENBERGEN Member / Chief Financial Officer LAURENCE DEBROUX
  • 25.
    HEINEKEN® IS THEWORLD’S LEADING INTERNATIONAL PREMIUM BEER WORLD-CLASS BRAND PORTFOLIO DESPERADOS, SOL, AFFLIGEM AND CIDERS COMPLEMENT OUR GLOBAL BRANDS PORTFOLIO OVER 250 BEER AND CIDER BRANDS ACROSS THE WORLD REGIONAL AND LOCAL JEWELS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 26.
    AVAILABLE IN ALMOSTEVERY COUNTRY IN THE WORLD ONE WORLD, ONE TASTE, ONE UNCHANGED RECIPE UNDISPUTED LEADER IN THE INTERNATIONAL PREMIUM SEGMENT (IPS) HEINEKEN® | OUR FLAGSHIP BRAND A KEY STRATEGIC ASSET THAT SETS US APART FROM OUR COMPETITORS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 27.
    PRODUCT PLATFORMS HEINEKEN® |PURE PREMIUM THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE DESIGN CREATIVITY INNOVATIONS
  • 28.
    WORLD CLASS EVENTS HEINEKEN®| IGNITING CONVERSATIONS DIGITAL & SOCIAL MEDIA PRESENCE MAKING RESPONSIBLE CONSUMPTION ASPIRATIONAL THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 29.
    DESPERADOS IS THEBRAND, BUT ALSO THE PEOPLE WHO MAKE AND LIVE BY THEIR OWN RULES, TURNING BORING AND PREDICTABLE INTO SOMETHING EPIC A UNIQUE TEQUILA FLAVOURED BEER WITH SUPER PREMIUM POSITIONING DESPERADOS | PUSHING THE BEER CATEGORY LIMITS SERVED IN AN ICONIC, PREMIUM, TRANSPARENT GLASS BOTTLE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 30.
    BORN IN 1899IN INDEPENDENT MEXICO SOL | ESPIRITU LIBRE SOL CHAMPIONS LOCAL HEROES – GUYS ALL OVER THE WORLD DOING THEIR OWN THING ENJOYED IN 56 COUNTRIES AROUND THE WORLD THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE SOL SEARCH HELPS CONSUMERS FIND ORIGINAL AND AUTHENTIC BARS, CAFES AND RESTAURANTS
  • 31.
    UNIQUE DOUBLE FERMENTEDRECIPE THAT IS ONLY BREWED IN BELGIUM UNDER THE CLOSE SUPERVISION OF THE MONKS OF THE AFFLIGEM ABBEY CERTIFIED AND AWARD-WINNING BELGIAN ABBEY BEER WITH A 1000 YEAR HISTORY AFFLIGEM | 1000 YEARS OF FINE BEERS RANGE OF 8 BEAUTIFUL AFFLIGEM BEERS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 32.
    HEINEKEN IS THEWORLD’S LEADING CIDER PRODUCER WITH LEADING CIDER RESEARCH AND DEVELOPMENT CAPABILITIES CIDERS | REACHING CONSUMERS THAT BEER CAN’T ATTRACTIVE GLOBAL CIDER BRAND PORTFOLIO: BULMERS STRONGBOW APPLE CIDERS OLD MOUT BLIND PIG CIDERIE STASSEN SUPERIOR REFRESHMENT VARIOUS PROPOSITIONS WITH UNISEX APPEAL THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 33.
    REGIONAL & LOCALJEWELS LOCAL CHAMPIONS TECATE STAR BINTANG REGIONAL POWER BRANDS TIGER DOS EQUIS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 34.
    INSPIRING & INNOVATIVEGLOBAL MARKETING THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY AWARDED HEINEKEN WITH THE 2015 CREATIVE MARKETER OF THE YEAR WOWING THE WORLD WITH OUR BRANDS EMBRACING & ENCOURAGING CREATIVITY IN BRAND COMMUNICATIONS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 35.
    INNOVATION IS ATTHE HEART OF OUR COMPANY STRATEGY DELIGHTING OUR CONSUMERS WITH INNOVATIONS WE WORK TO CONTINUALLY SURPRISE AND EXCITE OUR CONSUMERS AND MEET CHANGING CONSUMER PREFERENCES INNOVATION RATE OF 7.7% CONTRIBUTING € 1.5 BILLION OF REVENUES IN 2014 GLOBAL & LOCAL INNOVATIONS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 36.
    RADLER | DOUBLEREFRESHMENT A REFRESHING MIX OF BEER AND NATURAL LEMONADE NEW DRINKING OCCASIONS & CONSUMERS LAUNCHED FOR LOCAL BRANDS IN 41 MARKETS ACROSS ALL 5 REGIONS 2 VARIANTS: 2% LOW-ALCOHOL & 0% ALCOHOL-FREE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 37.
    UNIQUE BLEND OFNATURAL MALTS GREAT TASTING AND VISIBLY DIFFERENT ALCOHOL FREE BEER MAXX 0.0% | FULL FLAVOUR, NO ALCOHOL FRESH AND WELL-BALANCED BEER FULL ENJOYMENT: THE 0.0% WORLD HAS NO LIMITS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE PILOTED IN 5 CEE MARKETS, FURTHER LAUNCHES TO FOLLOW
  • 38.
    THE SUB DELIVERSPROFESSIONAL QUALITY DRAUGHT BEER AT HOME THE SUB | ICONIC HOME DRAUGHT APPLIANCE FUTURISTIC SUBMARINE APPEARANCE CAN CHILL TO 2° IT TAKES NEW, 2-LITRE KEGS, TORPS, CONVENIENTLY DESIGNED TO STORE IN THE FRIDGE DESIGNED IN COLLABORATION WITH MARC NEWSON AND ENGINEERED BY KRUPS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 39.
    DESIGNED FOR MEDIUM-SIZEDPREMIUM ON-TRADE OUTLETS BREWLOCK WILL REVOLUTIONISE DRAUGHT BEER WITH A NEW ONE-WAY KEG TECHNOLOGY BREWLOCK | GAME CHANGER FOR DRAUGHT IN ON-TRADE LAUNCHED IN THE USA & FOR THE CRUISE LINES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE OUTSTANDING CONSUMER EXPERIENCE: PRESERVES THE NATURAL TASTE AND AROMAS OF OUR BEERS & DELIVERS THEM INTACT FROM THE BREWERY
  • 41.
    PROTECTING WATER RESOURCES REDUCINGCO2 EMISSIONS SOURCING SUSTAINABILITYPROMOTING HEALTH AND SAFETY GROWING WITH COMMUNITIES ADVOCATING RESPONSIBLE CONSUMPTION
  • 42.
    SUSTAINABILITY | BUSINESSIMPERATIVE OUR INDUSTRY & THE CHALLENGES WE FACE ARE CHANGING THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE SUSTAINABILITY HAS A POSITIVE IMPACT IN A NUMBER OF AREAS, SUCH AS: • OUR LICENSE TO OPERATE E.G. COMMERCIAL FREEDOM • BUILDING TRUST E.G. IN THE COMMUNITIS WE OPERATE IN • RISK MANAGEMENT E.G. FOCUS ON WATER-SCARCE AREAS & RAW MATERIAL QUALITY • (ECO)EFFICIENCY E.G. ENERGY SAVING IN BREWERIES SUPPORTS OUR BRANDS AND INNOVATION STRATEGY & BUILDS BRIDGES TOWARDS OUR CUSTOMERS
  • 43.
    BREWING A BETTERWORLD GENUINE COMMERCIAL OPPORTUNITY FOR OUR BRANDS AND IN THE INNOVATIONS FUNNEL THE ALCOHOL AGENDA REMAINS OUR NUMBER ONE BUSINESS RISK GREATER ATTENTION TO THE HERE AND NOW, FULLY EMBEDDED IN THE BUSINESS 6 FOCUS AREAS: • PROTECTING WATER RESOURCES • REDUCING CO2 EMISSIONS • SOURCING SUSTAINABLY • ADVOCATING RESPONSIBLE CONSUMPTION • GROWING WITH COMMUNITIES • PROMOTING HEALTH & SAFETY THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 44.
    SUSTAINABILITY | STRATEGY Protectingwater resources Reducing CO2 emissions Sourcing sustainably Advocating responsible consumption Promoting health and safety Growing with communities Our strategy Our focus THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 45.
    COVERING OUR VALUECHAIN ‘FROM BARLEY TO BAR’ THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 46.
    PROTECTING WATER RESOURCES OURCOMMITMENTS 2015 2020 Specific water consumption Reduce our specific water consumption in the breweries to 3.9 hl/hl Reduce our specific water consumption in the breweries by approx. 30%1 to 3.5 hl/hl, and in water scarce areas to 3.3 hl/hl Water balancing in water scarce and distressed areas 100% of our production units in water scarce and distressed areas will have a source water protection plan We aim for significant water compensation/ balancing by our production units in water scarce and distressed areas 1Baseline 2008 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 47.
    2015 2020 Reduce specificCO2 emissions in production Reduce our CO2 emissions in production by 27%1 (eq 7.6 kg CO2-eq/hl) Reduce our CO2 emissions in production by 40%1 (eq 6.4 kg CO2-eq/hl) Reduce specific CO2 emissions in fridges Reduce the CO2 emissions of our fridges by 42%2 Reduce the CO2 emissions of our fridges by 50%2 Reduce specific CO2 emissions in distribution Reduce the CO2 emissions of distribution by 10%3 in Europe and the Americas Reduce the CO2 emissions of distribution by 20%3 in Europe and the Americas 1 Baseline 2008 2 Baseline 2010 3 Baseline 2011, scope is 24 of our largest operations REDUCING CO2 EMISSIONS OUR COMMITMENTS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 48.
    SOURCING SUSTAINABLY OUR COMMITMENTS 20152020 Stimulate local economic development through sourcing locally Deliver 50% of raw materials in Africa via local sourcing1 (based upon tonnage) Deliver 60% of raw materials in Africa via local sourcing1 (based upon tonnage) Drive the roll-out of sustainability standards in agriculture by sourcing our raw material sustainably Aim for sustainable sourcing of raw materials2: for crop year 2015: 20% (barley,) 40% (hops), 60% bittersweet apples for cider) Aim for at least 50% of our main raw materials supplied from sustainable sources23 Ensure full compliance with our supplier code procedure 4-step Supplier Code Procedure rolled out to all Operating Companies Ongoing compliance to Supplier Code Procedure 1 With local sourcing we refer to sourcing within the Region Africa 2 Based on volume 3 Barley, hops, cider apples, other apples, other fruit, sugar, rice, sorghum, wheat, maize THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 49.
    ADVOCATING RESPONSIBLE CONSUMPTION OURCOMMITMENTS 2015 2020 Industry Commitments Precise goals for 2015 to be decided in conjunction with industry via ICAP and GAPG organisations. Deliver global industry commitments on: 1. Reducing under-age drinking 2. Strengthening and expanding marketing codes of practice to limit the exposure to young people 3. Providing more consumer information and responsible product innovation 4. Reducing drinking and driving 5. Enlisting the support of retailers to reduce harmful drinking Partnerships Every market in scope2 has a partnership to address alcohol related harm. All partnerships meet HEINEKEN’s 7-point partnership criteria Every market in scope2 has and reports publicly on a measurable partnership aimed at addressing alcohol abuse Heineken® We commit to invest a minimum of 10% of our media share of voice for Heineken® in supporting our dedicated responsible consumption campaign in at least 50% of our market volume1 Making responsible consumption aspirational through Heineken® 1 Market scope covering in total at least 50% of Heineken® global volume 2 Small export markets and markets with religious restrictions are out of scope THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 50.
    PROMOTING HEALTH ANDSAFETY Indicator Kpi 2015 Production Accident frequency (AF) 10% reduction Outside production Percentage of sites reporting at lease one near miss per quarter 90% of OpCos at 75% of sites All OpCos/All functions E-learning training 90% of OpCos with 90% employees trained Sales Road safety training with Alert Driving 2000 sales managers trained THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 51.
    GROWING WITH COMMUNITIES WEWANT TO ENSURE THAT OUR SUCCESS AS A BUSINESS HELPS THE COMMUNITIES AND SOCIETIES IN WHICH WE OPERATE TO PROSPER Direct contributions Shared-value projects Heineken Africa Foundation Donating cash, time, in-kind donations and management costs. We seek long-term community investments through partnerships that are aligned with our business and sustainability agenda, such as addressing alcohol misuse and local water challenges. This includes employee volunteering. Our local sourcing projects in Africa and Haiti are prime examples of ‘inclusive growth’ and how we create shared value. These projects benefit HEINEKEN as a business, and at the same time create jobs locally, help to strengthen the agricultural sector and improve the lives of rural households over time. Established with an endowment from HEINEKEN of €20 million, the Foundation can invest up to €1 million per year in community healthcare and water projects in Sub-Saharan Africa. THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 54.
    YEAST BARLEY WATER HOP ALL NATURAL INGREDIENTS THEHEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 55.
    THE MAGIC OFBREWING DRYING STEEPING GERMINATING ROASTING MILLING LAUTERING BOILING WHIRLPOOLING COOLING FERMENTING LAGERING FILTERING HEATING COMPRESSINGPURIFYING HOP PELLETS YEAST BEER BITTER WORT SWEET WORTMASHGRISTMALTBARLEY BREW WATER WATER HOPS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 56.
    VITAMINS B1, 3AND 11 MINERALS STOREHOUSE OF NUTRIENTS NO FAT ANTIOXIDANTS NO ADDITIVES; NO PRESERVATIVES THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 57.
    RELATIVELY LOW INCALORIES 100 grams Kcal Whiskey 245 Red Wine 82 White Wine 70 Alcoholic mix drinks 65 Milk 63 Beer 42 Orange juice 39 Soft drinks 39 CALORIC VALUE OF VARIOUS BEVERAGES Source: Netherlands Nutrition Centre Average serving: Beer 250 ml, Wine 150 ml, Alcoholic mixed drinks 250 ml THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 58.
    CIDER REACHES CONSUMERS THATBEER CAN’T AUTHENTIC & REFRESHING ALCOHOLIC DRINK MADE FROM APPLES OR PEARS WIDE RANGE OF FLAVOURS HEINEKEN LEADS THE GLOBAL CIDER CATEGORY WITH 20% MARKET SHARE CRISP, SWEETER TASTE TRIPLE REFRESHMENT: NATURAL ACIDITY, LIGHT SPARKLING, SERVED OVER ICE LIKED BY MEN & WOMEN THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 59.
    APPLE HARVESTING MILLING &PRESSING STORAGE & FERMENTATION BLENDING & FILTRATION FILLING & PACKAGING CIDER PRODUCTION PROCESS THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 60.
  • 62.
    2014: STRONG PERFORMANCE REFLECTSEFFECTIVENESS OF OUR STRATEGY GROUP REVENUE +3.3% ORGANICALLY WITH GROUP REV/HL UP +1.4% TOP AND BOTTOM LINE GROWTH ACROSS THE BUSINESS HEINEKEN®VOLUME +5.1% REPORTING POSITIVE GROWTH IN ALL REGIONS DOUBLE DIGIT GROWTH FOR GLOBAL BRANDS DESPERADOS, AFFLIGEM AND SOL* INNOVATION CONTRIBUTED €1.5BN OF REVENUE, INNOVATION RATE ACCELERATED TO 7.7% CONSOLIDATED OPERATING PROFIT (BEIA) MARGIN UP 90BPS, WELL AHEAD OF MEDIUM TERM MARGIN GUIDANCE (40BPS) DILUTED EPS (BEIA) UP 11%, PROPOSED DPS UP 24% (36% PAY-OUT RATIO) *1 Sol premium (volume outside home market) THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 63.
    FINANCIAL OVERVIEW Mhl/€m 20142013 Total Change (%) Organic Change (%) Group revenue 21,191 21,174 0.1 3.3 Group revenue/hl (€) 91 92 -0.9 1.4 Group operating profit (beia) 3,359 3,192 5.2 7.8 Consolidated Revenue 19,257 19,203 0.3 3.0 Consolidated operating profit (beia) 3,129 2,941 6.4 8.7 Consolidated operating profit (beia) margin 16.2% 15.3% +90bps Net profit (beia) 1,758 1,585 11 14 Net profit 1,516 1,364 11 Diluted EPS (beia) in € 3.05 2.75 11 Free operating cash flow 1,574 1,518 3.7 Net Debt/EBITDA (beia) ratio 2.5x 2.6x THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 64.
    HEALTHY GROWTH ACROSSTHE BUSINESS 2014 Organic growth % AFRICA MIDDLE EAST AMERICAS ASIA PACIFIC CENTRA & EASTERN EUROPE WESTERN EUROPE HEINEKEN NV Consolidated revenue 4.4 6.9 5.3 -3.7 2.2 3.0 Revenue per HL -3.1 3.2 0.4 1.4 0.5 1.2 Consolidated operating profit (beia) 8.8 16 5.4 -4.5 4.5 8.7 Group Beer volume 6.7 3.7 5.0 -4.2 2.3 2.0 THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 65.
    BALANCED MARKET FOOTPRINTDRIVING TOP LINE AND PROFITS 1 Head office & eliminations excluded from ‘% of Group’ calculation 2014 FY: ORGANIC GROWTH % DEVELOPED/DEVELOPING MARKET SPLIT 2.4% 1.5% 5.6% 1.1% 10% 1.7% Group beer volume Group revenue Group operating profit (beia)1 Group beer volume Group revenue Group operating profit (beia)1 63% 37% 50% 50% 61% 39% Developing Developed Developing Developed THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 66.
    HEINEKEN® BRAND GROWINGACROSS ALL REGIONS DOUBLE DIGIT GROWTH IN BRAZIL, CHINA, FRANCE, THE UK AND MEXICO ENCOURAGING PROGRESS IN THE US WITH POSITIVE HEINEKEN® VOLUME IN Q4 SUCCESSFUL ‘THE CITY’ CAMPAIGN, EXCITING PIPELINE FOR 2015 BRAND ACTIVATION AND MARKETING HEINEKEN® CONSISTENTLY OUTPERFORMING PREMIUM Source: Canadean – March 2014. FY2014 estimates on beer market and IPS * IPS = International Premium Segment (volume outside home market) HEINEKEN® PREMIUM VOLUMES 2014FY 1.8% 4.0% 5.1% Beer market IPS* Heineken® THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 67.
    IMPROVING DRAUGHT OFFER NEWPACK TYPES BRAND EXTENSIONS RADLER AND ALCOHOL FREE PROPOSITIONS INNOVATION DELIVERED €1.5BN REVENUE, RATE OF 7.7% COMPETITIVE ADVANTAGE AND SUSTAINABLE CONTRIBUTOR TO PROFITABILITY From 1 January 2013, the innovation rate is calculated as revenues generated from innovation introduced in the past 40 quarters for a new category, 20 quarters for a new brand and 12 quarters for all other innovations, excluding packaging renovations divided by total revenue INNOVATION REVENUE 2010 2014 €0.4bn €1.5bn 40% CAGR THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 68.
    CONTINUED FOCUS ONDRIVING COST EFFICIENCIES TCM2 COMPLETED IN H1 2014 AHEAD OF TARGET AND SCHEDULE DRIVING FURTHER COST SAVINGS: • RIGHTSIZING THE ORGANISATION TO OPTIMISE COST STRUCTURE • DRIVE END2END PRODUCTIVITY TO GROW TOPLINEAND PROFITS • LEVERAGING GLOBAL SCALE THROUGH GBS: • ADDITIONAL EFFICIENCIES IN HEINEKEN GLOBAL PROCUREMENT (HGP) • EXTENDING GEOGRAPHIC SCOPE AND ACTIVITIES OF HEINEKEN GLOBAL SHARED SERVICES (HGSS) FURTHER COST SAVINGS ARE A KEY COMPONENT OF HEINEKEN’S MEDIUM TERM MARGIN GUIDANCE THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 69.
    2014 MARGIN EXPANSIONWELL AHEAD OF MEDIUM TERM TARGET MEDIUM TERM GUIDANCE OF YEAR ON YEAR IMPROVEMENT OF APPROXIMATELY 40 BPS IMPROVING OPERATING PROFITABILITY AND MARGINS CONSOLIDATED OPERATING PROFIT MARGIN CONTINUES TO IMPROVE 2011 14.3% 16.2% 14.7% 15.3% 2012 2013 2014 40 bps 60 bps 90 bps THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 70.
    2015 CONSOLIDATED OPERATINGPROFIT (BEIA) MARGIN IMPROVEMENT WILL BE SOMEWHAT BELOW THE 40BPS MEDIUM TERM LEVEL DUE TO 25BPS DILUTION FROM THE DISPOSAL OF EMPAQUE. THIS WILL BE PARTIALLY BUT NOT FULLY OFFSET 2015 FULL YEAR OUTLOOK1 COMMITTED TO DELIVERING ON STRATEGIC PRIORITIES –FURTHER REVENUE AND PROFIT GROWTH IN 2015 1Based on consolidated reporting CONTINUED CHALLENGING EXTERNAL ENVIRONMENT POSITIVE ORGANIC REVENUE GROWTH: • POSITIVE VOLUME DEVELOPMENT MORE MODERATE THAN 2014 AND WEIGHTED TO H2 • REVENUE PER HECTOLITRE TO INCREASE DRIVEN BY REVENUE MANAGEMENT SLIGHT INCREASE IN MARKETING AND SELLING SPEND (BEIA) AS PERCENTAGE OF REVENUE INPUT COST PRICES TO BE SLIGHTLY LOWER (EXCLUDING A FOREIGN CURRENCY TRANSACTIONAL EFFECT) CONTINUE TO TARGET A YEAR-ON-YEAR IMPROVEMENT IN CONSOLIDATED OPERATING PROFIT (BEIA) MARGIN OF AROUND 40BPS IN THE MEDIUM TERM THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 71.
    AFRICA MIDDLE EAST Strongresults achieved amid volatile trading environment Solid volume growth across most markets, in particular Nigeria, Ethiopia, Cameroon, Burundi, DRC and Egypt Organic consolidated revenue/hl declined by 3.1%, due to high license volumes, unfavourable country and product mix Continued capital investment in new capacity across key markets Heineken® growth of 7.8% driven by South Africa, Nigeria, Cameroon and Algeria 100bps improvement on consolidated operating profit (beia) margin mainly from cost efficiencies Revenue 2,643 3.5 4.4 3,085 2.7 Revenue/hl (in €) 84 -3.8 -3.1 82 -3.7 Operating profit (beia) 655 7.9 8.8 700 5.2 Operating profit (beia) margin 24.8% +100bps 22.7% +60bps Total volume 31.6 7.6 7.5 37.6 6.6 6.6 of which: Beer volume 25.0 7.4 7.3 29.3 6.8 6.7 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 72.
    AMERICAS Strong top andbottom line growth Solid growth in Brazil, Mexico, Panama and export markets resulted in 3.7% volume growth Heineken® grew by 4.0% led by Brazil, Mexico and export markets Mexico saw strong profit growth with 200bps of margin expansion due to strong topline supported by ongoing cost efficiencies Operating profit (beia) increased organically by 16% primarily due to double digit growth in Mexico and positive performance in Brazil Continued strong growth of Dos Equis and Tecate brands in U.S and Mexico Revenue 4,631 3.0 6.9 5,401 1.6 Revenue/hl (in €) 85 -0.7 3.2 87 -1.8 Operating profit (beia) 780 8.6 16 887 6.1 Operating profit (beia) margin 16.8% +80bps 16.4% +70bps Total volume 54.6 3.8 3.7 62.3 3.5 3.7 of which: Beer volume 53.2 3.9 3.9 57.0 3.7 3.7 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 73.
    ASIA PACIFIC H2 drivinggrowth Volume growth accelerated in the second half, with improved trading conditions witnessed across key markets Production capacity expanded in Vietnam and China, and new greenfield underway in Myanmar and East Timor Market share gains across key markets: Vietnam, Taiwan, Indonesia Strong double digit growth of Tiger brand driven by successful commercial activation Consolidated operating profit (beia) up 5.4% organically, with gains from Vietnam, China, Singapore, Cambodia and export markets Revenue 2,088 2.5 5.3 2,455 3.2 Revenue/hl (in €) 112 -1.4 0.4 100 -1.4 Operating profit (beia) 550 2.5 5.4 598 3.0 Operating profit (beia) margin 26.3% 0bps 24.4% 0bps Total volume 18.7 4.0 4.9 24.5 4.7 4.8 of which: Beer volume 18.3 5.5 5.2 24.0 5.8 5.0 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 74.
    CENTRAL & EASTERNEUROPE Delivering margin improvement in a challenging trading environment Volume impacted by low consumer confidence, adverse channel mix and ongoing competitive intensity and unfavourable weather Adverse foreign currency movements, mainly the Russian Rouble, impact on reported revenues of -3.7% Revenue per hectolitre reflects strategic focus on driving value growth through premiumisation and innovation Despite a challenging trading environment, ongoing cost efficiencies resulted in 10bps of operating profit (beia) margin growth Revenue 2,868 -7.4 -3.7 3,223 -6.7 Revenue/hl (in €) 65 -2.7 1.4 66 -2.5 Operating profit (beia) 272 -6.3 -4.5 302 -5.8 Operating profit (beia) margin 9.5% +10bps 9.4% +10bps Total volume 44.4 -4.8 -5.1 49.2 -4.3 -4.4 of which: Beer volume 42.3 -4.4 -4.7 46.0 -4.0 -4.2 Total Change (%) Organic Change (%)2014FY 2014FY Total Change (%) Organic Change (%) GroupConsolidated Mhl/€m THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
  • 75.
    WESTERN EUROPE Strong Execution& Higher Investments Driving Market Share Gains Organic volume growth driven by broad-based market share gains from focused commercial assertiveness, increased brand investment and a clear consistent strategy “Not An Inch Back” across the region Organic revenue growth supported by improving volume and revenue per hectolitre Strong focus on innovation and premiumisation Operating profit (beia) grew 4.5% lead by France, Spain, and the Netherlands Revenue 7,478 0.3 2.2 Revenue/hl (in €) 127 1.9 0.5 Operating profit (beia) 852 -0.1 4.5 Operating profit (beia) margin 11.4% 0bps Total volume 59.0 -1.6 1.7 of which: Beer volume 42.5 0.5 2.3 Total Change (%) Organic Change (%)2014FY Consolidated Mhl/€m The divestment of Oy Hartwall Ab in Finland on 23 August 2013 is reported as a consolidation impact THE HEINEKEN COMPANY BRANDS & INNOVATION BREWING A BETTER WORLD OUR PRODUCTS: BEER & CIDER RECENT PERFORMANCE
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    DISCLAIMER This presentation containsforward-looking statements with regard to the financial position and results of HEINEKEN’s activities. These forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those expressed in the forward-looking statements. Many of these risks and uncertainties relate to factors that are beyond HEINEKEN’s ability to control or estimate precisely, such as future market and economic conditions, the behavior of other market participants, changes in consumer preferences, the ability to successfully integrate acquired businesses and achieve anticipated synergies, costs of raw materials, interest rate - and foreign exchange fluctuations, change in tax rates, changes in law, pension costs, the actions of government regulators and weather conditions. These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date of this presentation. HEINEKEN does not undertake any obligation to publicly release any revisions to these forward- looking statements to reflect events or circumstances after the date of these materials. Market share estimates contained in this presentation are based on outside sources such as specialized research institutes in combination with management estimates. 77