behind the Brew Issue 3

"EverGreen 2025 will help us meet the demands of a rapidly
changing world – as we become more externally focused and
step-up our consumer and customer-centricity."
Faced once again with the unexpected, there’s no denying that it’s been another tough year for all of us.
We asked for your resilience, commitment and hard work and you all rose to the challenge. For this I’d
like to thank each and every one of you.
Although it might not feel like it, particularly as we continue to
navigate volatility caused by the pandemic and face unprecedented
issues in our supply chain, we are in fact, winning in the market.
We’ve been increasing our value share as a business in the on trade
and protecting it in the off trade, meaning we’re doing better than
the competition. We’ve a lot to be proud of in terms of what we’re
achieving and our ability to re-invent ourselves. We’ve been turning
around our Operating Profit into positive territories thanks to your
great efforts on savings and a needed restructure at the beginning
of the year.
We’re also making great strides in addressing the challenges
presented to us. Our plan to fix availability is gaining traction, with
capacity and service levels improving. We’re committed to creating
greater clarity, improving our processes and addressing the pain
points through our Organisational Effectiveness work. While we’re
still on a journey, we’re making great progress on clarity and
alignment and starting to get back on track on availability, step
by step.
As we look towards the final weeks of 2021, our focus must be on
protecting Christmas. This is the last peak of the year, and we can’t
afford to miss it – our overall performance for the year relies on
securing the best possible Christmas that we can by maximising our
sales, despite the latest restrictions with the new COVID variant.
We’ve learned a lot from digital connection, hybrid working, agile
teams, more agile ways of working and we must embrace that
change.
Our revised Purpose & Values really speaks to all of us. The Joy of
True Togetherness is so very relevant at this time of polarisation,
isolation and exhaustion.
Looking ahead
We’re working on future-proofing the business with the launch of
EverGreen 2025, our bold and exciting strategy which will help us
deliver superior and balanced growth as well as the next evolution
of HEINEKEN UK.
EverGreen 2025 will help us meet the demands of a rapidly
changing world – as we become more externally focused and
step-up our consumer and customer-centricity. We'll place bigger
bets on premium beers, ensure 0.0% is everywhere and do more
to go beyond beer.
Freeing up resources and reinvesting in people, in growth with more
innovation and in our supply chain will continue to be a focus, as
will becoming bolder with our technology agenda and continuing
our journey to becoming a ‘Digital First’ business.
And, raising the bar on our environmental, social and responsible
consumption actions, our Brew a Better World 2030 commitments
will enable faster progress towards a net zero, fairer and healthier
world.
Here’s to hopefully a better, more positive and joyful 2022.
We hope you have a well-deserved break with family and friends
over the festive period – you deserve it.
Best wishes
David Flochel
Managing Director
"We hope you have a well-deserved break with family and
friends over the festive period – you deserve it."
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