Heineken® global brand strategy proven highly effective by Interbrand 2011 Best Global Brands report
Amsterdam, 4 October 2011 - HEINEKEN today announced that according to Interbrand's 2011 report on the Best Global Brands, the Heineken® brand has experienced significant growth in brand value over 2011 in an increasingly global marketplace. Heineken's brand value amounted to $3,809 million, an increase of close to $300 million compared to 2010. The Heineken® brand, ranked on position 91, achieved a growth of 8% compared to 2010 and more than 60% growth since 2005. Additionally, it is the only beer brand in the top 100 of the world's most valuable brands.
Chief Commercial Officer of HEINEKEN, Alexis Nasard, commented: "I am extremely pleased to see that our centrally managed global brand strategy is truly paying off. We are continuously investing in powerful brand positioning that engages our consumers all over the world in the most optimal way. We constantly ask ourselves: are we part of their conversation? To be able to answer that question we have created one global execution platform in design, innovation, activation and communication."
Nasard continued: "Over the last twelve months, we have created award winning online and offline advertising campaigns; dominated the digital space where our consumers spend their time (Facebook, Google, YouTube etc.); harmonised our product design to ensure our customer experience is the same everywhere around the globe; extended our successful partnership with the UEFA Champions League, and we have kept on investing in innovative product and marketing concepts. It is great to see that these integrated efforts have now translated into a Heineken brand value increase of almost $300 million, leading to a total 2011 Heineken brand value of over $3.8 billion."
Heineken outperforms category
Interbrand stated in its 2011 report: In 2011 Heineken has significantly outperformed its global brewing competitor brands. Competitor Budweiser kept its brand value steady and Corona managed a growth in brand value of 2%. With 8% growth in 2011, Heineken is growing at a pace that much closer resembles the 2011 performance of luxury spirit brands, such as Smirnoff, Johnnie Walker and Moët & Chandon, than its brewing rivals. The brand has created over 60% growth in brand value since 2005, a fact that is even more impressive when you consider that Budweiser managed an increase of 3% in the same period. Heineken's push to become a truly global brand is clearly paying off in real value for the business.
About Interbrand's Best Global Brands report
2011 marks the 11th publication of Interbrand's annual ranking of the world's most valuable brands. For full information on this year's ranking and Interbrand's brand valuation methodology please see www.BestGlobalBrands.com.
Note to editors:
John Clarke
Tel: +31 20 5239 355
john.g.clarke@heineken.com
Marnie Kontovraki
Tel: +31 20 5239 355
marnie.kontovraki@heineken.com
Editorial information:
HEINEKEN is one of the world's great brewers and is committed to growth and remaining independent. The brand that bears the founder's family name - HEINEKEN - is available in almost every country on the globe and is the world's most valuable international premium beer brand. The Company's aim is to be a leading brewer in each of the markets in which it operates and to have the world's most valuable brand portfolio. The Company operates 140 breweries in more than 70 countries and sold 205 million hectolitres of beer on a 2010 pro-forma basis. HEINEKEN is Europe's largest brewer and the world's third largest by volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 200 international premium, regional, local and specialty beers and ciders. These include Amstel, Birra Moretti, Cruzcampo, Dos Equis, Foster's, Kingfisher, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. On a 2010 pro-forma basis, including FEMSA Cerveza, revenue totalled €17 billion and EBIT (beia) was €2.7 billion. The average number of people employed is more than 70,000. HEINEKEN N.V. and HEINEKEN Holding N.V. shares are listed on the Amsterdam stock exchange. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com
About Interbrand
Founded in 1974, Interbrand is one of the world's largest branding consultancies. With nearly 40 offices in 25 countries, Interbrand's combination of rigorous strategy, analytics and world-class design creativity enables it to assist clients in creating and managing brand value effectively across all touchpoints in all market dynamics. Interbrand is widely recognized for its Best Global Brands report, the definitive guide to the world's most valuable brands. It is also known for having created a broader platform for the discussion on brands in the Webby-award winning website www.brandchannel.com. For more information on Interbrand, visit www.interbrand.com <http://www.interbrand.com>.
