Heineken external relations manager Manel Virjenhoek said the company had decided to appoint Financial Dynamics as its first financial PR adviser in the UK because of the increasing importance of the London market to the company’s shareholder base.
‘We are establishing a priority for relations with UK investors; next will be the US,’ said Virjenhoek.
‘More and more of our investors are from outside the Netherlands. As we have seen the importance of PR grow over the past 15 years, this is a natural progression for us.’
Although Heineken does not have a listing on the UK or US stock markets, its Amsterdam listing attracts plenty of foreign investors. US investors are able to invest in the company via American depository receipts (ADRs) issued through its depository banks: JP Morgan, Citibank, Deutsche Bank and The Bank of New York.
Heineken bought the remaining shares in German brewers BBAG and Brau Union last Monday. It hopes this will help it to expand its central European market.
Financial Dynamics is to start work on the account next month and will report to interim director of communications Peter Stroynk, who has held the position since Michel Beerssenbrugge left in October last year.
Heineken’s contract with Whitbread to brew beer in the UK expired last February. The Dutch company resumed responsibility for the brand in the UK and began distributing the European version of its lager.
Heineken is facing fresh competition from newcomers to the market such as the Russian beer Baltika.