HEINEKEN expands its Business Services network Amsterdam, 2 May 2025 - HEINEKEN N.V. announces the expansion of its Business Services network with the establishment of a new Centre in Hyderabad, India. HEINEKEN Business Services India is an addition to HEINEKEN’s existing global network of connected hubs that will provide essential services and capabilities to Operating Companies within HEINEKEN. It is expected to be operational as of Q4 2025. The business services network plays an important part in HEINEKE ...

Core Insights - Heineken® is launching a campaign titled "Cheers to the Superstitious Fans" to celebrate football fans' matchday rituals and superstitions, highlighting the emotional connection fans have with the game [4][5][8] - A global survey commissioned by Heineken® reveals that 50% of football fans engage in specific rituals on game day, with 46% believing these rituals influence the match outcome [2][4] - The survey indicates that younger fans, particularly Gen Z and Millennials, are more likely to have pre-match rituals, with 67% of them participating compared to only 26% of fans over 55 [3][4] Survey Findings - The survey was conducted by Censuswide among 12,011 football fans across the UK, USA, Germany, Brazil, Portugal, and South Korea from April 1 to April 7, 2025 [9] - Brazilian fans lead in matchday superstitions, with 60% claiming to have such rituals, suggesting a cultural significance tied to their football success [4][6] Campaign Details - Heineken® has partnered with brand ambassadors Jill Scott and Virgil van Dijk to promote the campaign, emphasizing the passion and unique traditions of football fans [5][7] - The campaign aims to elevate fans' matchday experiences by recognizing their quirky rituals, such as wearing the same shirt (25%), sitting in the same spot (22%), and drinking the same beer (19%) [6][8] Company Background - Heineken® has over 30 years of sponsorship experience with the UEFA Champions League, reinforcing its commitment to football and fan engagement [5][8] - The company operates in more than 70 countries and employs over 85,000 people, maintaining a strong presence in both developed and developing markets [11]

This press release is issued in connection with the disclosure and reporting obligations as set out in Article 5(1) (b) Regulation (EU) 596/2014 and Article 2(2) of the Commission Delegated Regulation (EU) 2016/1052 that contains technical standards for buyback programs. Heineken N.V. publishes on a weekly basis, every Monday, an overview of the progress of the share buyback programme on its website: https://www.theheinekencompany.com/investors/share-information/share-buyback- programme Enquiries | Media | ...

Core Insights - Heineken N.V. has appointed Guillaume Duverdier as Regional President for Africa Middle East, effective July 1, 2025, succeeding Roland Pirmez who is retiring after 29 years with the company [1][4] Group 1: Leadership Transition - Guillaume Duverdier has a 25-year career with Heineken, having held various leadership roles across multiple countries including Tunisia, Egypt, Poland, Spain, and Mexico [2] - As Managing Director of Heineken México since January 2022, Duverdier significantly improved financial results and led strategic initiatives, including the expansion of the Six retail chain to 17,000 stores [3] - Under Duverdier's leadership, Heineken México became a top performer in sustainability, particularly in efficient water use [3] Group 2: Roland Pirmez's Contributions - Roland Pirmez has had a distinguished career at Heineken, beginning in Africa and later leading the company’s entry into the Russian market [5][6] - As Regional President for AME, Pirmez navigated significant challenges, including the COVID-19 pandemic and currency devaluations, while overseeing the acquisition of Distell and Namibia Breweries Limited [7] - His leadership resulted in the establishment of Heineken Beverages in Southern Africa and the announcement of a major brewery in the Gulf region [7][8] Group 3: Company Overview - Heineken is recognized as the world's most international brewer, with a diverse portfolio of over 340 beer and cider brands [10] - The company operates in more than 70 countries, emphasizing sustainability and innovation as core components of its business strategy [10]