Laurent Odinot

General Manager Heineken Canada

Heineken beer in my veins since 1997
France
(97-04)
Marketing
Asia-Pacific
(10-14)
Marketing
Canada
(14-.)
GM
C&EE
(04-07)
Marketing
Germany
(07-10)
GM
Acquisitions
Nature provides us pure water, the first ingredient to brew
a good beer
Nature provides us with beers 4 basic
ingredients: barley, water, hops and yeast.

All these ingredients can be varied in endless
combinations.

Some estimate there are > 40,000 different
beers in the world!

All natural ingredients
Relatively low in calories
Source: Netherlands Nutrition Centre
Average serving: Beer 250 ml, Wine 150 ml, Smirnoff Ice 250 ml.
Source: Canadean Wisdom Database July 2013
Litres per Capita Consumption by Region

1864
The Heineken
Family enters
the beer
business.

1869
We switch to bottom
fermentation: clearer,
purer, long lasting
beer.

1886
Dr. H. Elion
cultivates the
Heineken A-
yeast =>
unique flavour.

1889
We are crowned at
the Grand Prix Paris
for quality, focused
innovations.
A long and proud history & heritage
1- Passion for quality
A long and proud history & heritage

1928
Early stages of
unique
advertising and
becoming truly
international.

1929
HEINEKEN
moves into
Asian
markets.

1933
Heineken is the
first import beer
to the US after
Prohibition is
repealed.

1954
Alfred
Heineken
begins Beer
Can Travel
global
marketing
strategy.


1968
HEINEKEN
acquires
Amstel
Brewery.
2- Beer can travel


2008
Acquisition of
Scottish &
Newcastle.

2012
Acquisition
of Asia
Pacific
Breweries.

2010
Acquisition
of FEMSA
Cerveza.

1982
Production
transfer from
Amsterdam to
Zoeterwoude in
the Netherlands.

2003
Acquisition of
Brau-
Beteiligungs
A.G. (BBAG) in
Austria.
A long and proud history & heritage
3- Growth through acquisitions
Proud, independent, responsible global brewer
The worlds most international brewer.

Brewing great beers, building great
brands.

Committed to surprising and exciting
consumers everywhere.

Long and proud history and heritage.
Heineken

, our flagship brand, is the worlds leading international

premium beer.
Desperados, Sol, Affligem and Strongbow Apple Ciders complement our
global brand portfolio.
Altogether, we have over 250 international, regional, local and specialty
beers and ciders in our portfolio.
12
Brewing great beers, building great brands
Source: Plato Top 10 Intl Brands, uly 2013
Heineken
Budweiser
Corona
Carlsberg
Guinness
Stella Artois
Amstel
Brahma
Fosters
Tuborg
1
2
3
4
5
6
7
8
9
10
29.1
17.5
13.0
11.6
10.5
7.9
7.7
7.4
7.0
6.7
Heineken is the worlds No1 international brand
>165 breweries in over 70 countries
>85,000 employees
Consolidated beer volume in 2013: 195.2 million HL*
21Bn Revenue, 3.2Bn Operating Profit
Truly global presence
* Consolidated beer volume plus attributable share of beer volume from joint ventures and associates
Molson and Heineken, a 2 decades partnership initiated in
Canada

Heineken via Molson Coors
#2
Canada
Ireland
Coors Light via Heineken
#1
Cider Beer Wine Spirits RTD
Share of Alcohol 1% 78% 13% 5% 3%
CAGR 5yr +6.9% -0.7% +3.5% +0.9% +2.8%
CAGR 1yr +15.4% -0.6% +4.1% +3.5% +5.8%
Canada beer consumption
Heineken in Canada
17
Key dates
1991 : Begins import relationship with Molson
1998 : Heineken Canada established
2014 : Extension of Partnership with Molson


Key facts
Heineken #1 import brand in Canada
Strongbow #1 Cider in Canada
Key brands : Heineken, Strongbow, DosXX
70 Million Liters in Canada
Exclusive Molson beer partner in Canada.



Have you ever met the Most Interesting Man of the world ?
Have you ever met the Most Interesting Man of the world ?
My team in Canada
20
Laurent Odinot : laurent.odinot@gmail.com
Nelly Odinot : nelly.odinot@gmail.com

Thanks for your attention, and

STAY THIRSTY, MY FRIENDS