Global Corporate Relations | March 2013

HEINEKEN International B.V.CR Conference | April 2013

Cider – The Global ChallengeFenella TylerGlobal Cider Public Affairs Manager

Canadean Conference – May 2013

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Overview

• The History

• A Quick World Tour

• The Experts

• The Big Issues

• Our Top Priorities

Global Corporate Relations | March 2013

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Fermented Drink from Apple Juice

(Origins Heb Shekbar strong drink)

The Concise Oxford Dictionary –

CIDERCIDERCIDERCIDER

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The History

Why we are where we are.

Global Corporate Relations | March 2013

A Very Brief History of CiderA Very Brief History of CiderA Very Brief History of CiderA Very Brief History of Cider

♦ 11th Century - Introduced to England with Normans

♦ 12th Century – growth in France

♦ 16th Century – Preferred to wine in France

♦ 18th Century – drink of the English elite

� 19th Century

A cure for Gout & Rheumatism

Pay for farm workers

� Cider origins in Hebrew language

� Arabs introduced it to Spain

� Romans spread through Europe

Source: AICV – Association des Industries des Cidres et Vins de Fruits de l’UE

The EU Cider Market

Denmark, 0.1%

Netherlands, 1.

7%

Finland, 2.8%

Germany, 3.1%

Belgium, 4.0%

Sweden, 4.3%

Spain, 5.7%

France, 6.7%

Ireland, 9.9%

UK, 61.6%

Global Corporate Relations | March 2013

Source: Euromonitor

Global cider category growth forecasts (Mhl)

Global Cider Industry Forecast

Source: The Beer Institute (USA, L6M), AC Nielsen (Australia, L6M), IWSR (South Africa, CY11-12), ACD (Canada, LTM) and Canadean (New Zealand, CY11-12)

Latest global cider category growth rates

Global Cider Market Growth

Global Corporate Relations | March 2013

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A Quick World Tour

An inconsistent approach

to a category

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Argentina -Sidra

Germany - Apfelwein

Spain – Sidra & Sidra Natural

Canada – Ice Ciders

USA – Hard Cider

France – Cidre et Cidre Bouche Belgian Cider

Scandanavia - Cider

UK – Cider & Perry

Global Corporate Relations | March 2013

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What Does Global Really Mean - USA?

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What Does Global Really Mean - Argentina?

Global Corporate Relations | March 2013

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What Does Global Really Mean - Europe?

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What Does Global Really Mean?

Global Corporate Relations | March 2013

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The Experts

Where are they?

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Global Corporate Relations | March 2013

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The Big Issues

Achieving a Global

Definition

Cider Is.......................Cider Is.......................Cider Is.......................Cider Is.......................

♦ Made from Apples (or Pears)

♦ Alcoholic (unless you are in the US)

♦ Below 8.5% ABV (mostly)

♦ All the alcohol comes from the fermentation ....

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Global Corporate Relations | March 2013

Cider Might Be.........................Cider Might Be.........................Cider Might Be.........................Cider Might Be.........................

♦ Carbonated

♦ Sweetened

♦ Coloured

♦ Flavoured

♦ From a wide range of different types of apples............... (or pears)

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CIDER CYDER CIDRE SIDRASCIDER CYDER CIDRE SIDRASCIDER CYDER CIDRE SIDRASCIDER CYDER CIDRE SIDRAS

� Made from Fermented Apples or Pears

� Below 8.5% ABV

� No Added Alcohol

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CIDER - Fermented drink from apple juice

The Concise Oxford Dictionary

Global Corporate Relations | March 2013

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Top Priorities

Can we ever get to a truly

global approach?

One Definition One Definition One Definition One Definition –––– is it a Dream .......is it a Dream .......is it a Dream .......is it a Dream .......

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Global Corporate Relations | March 2013

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Or Perhaps we Should Just Focus on the Or Perhaps we Should Just Focus on the Or Perhaps we Should Just Focus on the Or Perhaps we Should Just Focus on the Important Stuff....................Important Stuff....................Important Stuff....................Important Stuff....................

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ThankThankThankThank YouYouYouYou