Heineken in the 21th century

Also in the 21th century Heineken become bigger and opens new breweries. I will write about some highlights happened in the 21th century.


2000
Heineken receives the King William I Prize for Dutch Entrepreneurship. This prestigious prize is awarded once every two years to a large Dutch company that has attracted attention due to impressive entrepreneurial activities and important contributions to the economy, employment, prosperity and the entrepreneurial reputation of the Netherlands.
Heineken expands its operations in China, Nigeria, Sweden, Belgium, Slovakia and Spain.

2001
The festive opening of the Heineken Experience in the former brewery on the Stadhouderskade in Amsterdam takes place. To honour this event, Heineken N.V. publishes the book, The Magic of Heineken.


2005
Heineken acquires a number of breweries in Germany and Russia.
Also in 2005, Heineken introduces a new light Heineken beer to the US market. This new beer, Heineken Premium Light Lager, is brewed in the same high quality tradition as the original Heineken, but is lighter in taste and has fewer calories and carbohydrates. The US light market represents half of the total US beer market and is still growing.

2007
Heineken also introduces its portable draught beer system, the Heineken DraughtKeg. DraughtKeg allows consumers to experience a premium quality draught beer at virtually any drinking occasion. Heineken launched this innovation in France and in the USA in May 2005, followed by the introduction in the Netherlands.

The portable DraughtKeg has been developed for consumers who like to share and enjoy a quality draught beer in or outdoors and is relevant to the various beer cultures worldwide.
In 2005 the Executive Committee is introduced. The two members of the Executive Board, the five Regional Presidents and five Group Directors together form the Executive Committee, which supports the development of policies and ensures the alignment and implementation of key priorities and strategies across the organisation.