Heineken is starring in the first episode of the new European season of Mega Factories, the successful documentary series on National Geographic Channel. Mega Factories Heineken will be broadcasted in the Netherlands, Belgium, Luxembourg, Sweden and Denmark on Thursday night, March 24; in Turkey on March 25 and in France on March 26.

The 45-minute documentary shows how Heineken beer is brewed in the Dutch cities of Zoeterwoude and Den Bosch following an almost 150-year old recipe. The National Geographic filmmakers follow the various steps of the brewing process; selecting the right barley and hops, using top-quality water, malting, brewing, fermenting, lagering, and of course packaging the beer in the iconic green Heineken bottles.

The film pays special attention to how the company has incorporated sustainability in its business processes, most notably in the efficient use of water and energy. Some interesting facts and figures about the Zoeterwoude brewery are included in the documentary:

• The Heineken power plant generates enough energy to power 20,000 households, the energy surplus is exported to the local energy grid.
  
• Since 1999 the brewery has become 25% more efficient in its energy usage.
  
• The brewery captures biogas in the wastewater treatment plant and uses that to generate electricity.
  
• Heineken moves 50,000 large 40-feet containers from Zoeterwoude to the Rotterdam harbour every year. Heineken used to be responsible for 70% of the truck traffic between the two cities. Following the opening of the Alpherium container terminal last year, 95% of this road traffic has been replaced by more efficient and environment friendly transportation over water.

In addition to the brewing process, the documentary provides great insights in the many other aspects that make Heineken the leader in the international premium beer segment. Topics such as the rich history and tradition of the company and the marketing of the Heineken brand around the world. Above all, the documentary shows the great expertise and passion of the Heineken employees; from the brew master to the sponsoring manager, from the water technologist to the bar tender and from the stable master to the Chairman of the Executive Board, it"Ÿs clear that everyone has green Heineken blood running through its veins.

Jean-François van Boxmeer, Chairman of the Executive Board/CEO Heineken N.V., about the documentary: "It's a huge honour for us that National Geographic has made this film about Heineken. It provides unique insights in the Heineken beer, brand and company, and shows the great people behind every glass and bottle of Heineken beer. It really illustrates that quality, entrepreneurship and passion are at the center of everything we do. When I recently saw a preview of the documentary, it filled me with pride that I work for Heineken and that I am part of the success of this company."

Previews of Mega Factories Heineken can be seen on the National Geographic website through the following link: www.natgeotv.com/nl/mega-factories-2/videos/mega-brewery. Check your local listings for the time and channel of the broadcast in your country.

About Brewing a Better Future
"Brewing a Better Future" is Heineken's long-term sustainability initiative. The 23 integrated programmes that make up the initiative focus on improving the environmental impact of Heineken"Ÿs brands and business, empowering people and the communities in which Heineken operates and positively impacting the role of beer in society. Amongst the commitments Heineken has made as part of its approach to sustainability are:

• By 2020 a reduction of specific direct and indirect CO2 emissions in breweries by at least 40% and a reduction in specific water consumption by at least 25%.
  
• To expand to €20 million the funding for the Heineken Africa Foundation.
  
• To expand the local sourcing of raw materials in Africa to 60% by 2020.
  
• The continuous reduction of the CO2 footprint of our brands throughout the value chain.
  
• By 2015 ensuring that all markets have a partnership that help the company play its part in reducing alcohol abuse.
  
• By 2015 for every majority-owned business to have a sustainability plan and to report publicly on its progress and commitment.

For more information on "Brewing a Better Future," visit www.heinekeninternational.com/sustainability.

About Heineken
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.heinekeninternational.com.

About National Geographic
The National Geographic Society is one of the world's largest nonprofit scientific and educational organizations. Founded in 1888 to "increase and diffuse geographic knowledge," the Society works to inspire people to care about the planet. It reaches more than 400 million people worldwide each month through its official journal, National Geographic, and other magazines; National Geographic Channel; television documentaries; music; radio; films; books; DVDs; maps; exhibitions; live events; school publishing programs; interactive media; and merchandise. National Geographic has funded more than 9,600 scientific research, conservation and exploration projects and supports an education program promoting geographic literacy. For more information, visit: www.nationalgeographic.com.

HEINEKEN

HEINEKEN

Launched in 2010 'Brewing a Better Future' is HEINEKEN's long-term sustainability ambition for 2020. 22 integrated programmes make up the ambition, focussing on improving the environmental impact of HEINEKEN's brands and business, empowering people and the communities in which HEINEKEN operates and positively impacting the role of beer in society.

Amongst the commitments Heineken has made as part of its approach to sustainability are:

• by 2020 a reduction of specific direct and indirect CO2 emissions in breweries by at least 40% and a reduction in specific water consumption by at least 25%
• to expand to €20 million the funding for the Heineken Africa Foundation
• to expand the local sourcing of raw materials in Africa to 60% by 2020
• the continuous reduction of our CO2 footprint of our brands
• by 2015 ensuring that all markets have a partnership that help the company play its part in reducing alcohol abuse
• by 2015 for every majority-owned business to have a sustainability plan and to report publicly on its progress and commitment.

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