Germany is a particularly important part of our company. With well over 2,800 people working across the country, it is one of the Group's top 10 performing countries, and is the number 2 company in the German beer market.
This means becoming the most profitable beer company, focusing on sustainable growth. It also means we need to attract the best people, to fulfil the promise of the best brands.
Beer is a foundation of social networks and we can achieve more by bringing more people together, more often. To do this we need to think about the events and activities that we can facilitate to bring people together - as we have done throughout our history.
We take responsibility. We act on everything from responsible drinking, through environmental impact and on to our role in the wider community. So we work hard to achieve social good. An ethical approach means how we work is as important as what we do and how we relate to our consumers.
Any dream is by definition, a stretch. Our dream is not to be good - it is to be the best. This means having the best people working on the world's top brands - all made from the highest quality ingredients. Building the best, most sustainably profitable and growing beer company in the world should be our shared dream.
Beer brings people together. And we believe that we can grow by bringing more people together, more often. The World Cup, celebrations, local sporting events, sponsorships - all these are opportunities identified by our people. So while beer is a building block of social networks, our business’s building blocks are the best people - those who can take what we have done so far, and make it better.
We are constantly raising the bar, working together to reach and exceed our goals. Through our Better World strategy, we accomplished a number of these goals in 2013. And it is a tribute to the positive impact passionate people can have when they're determined to make difference. Yet while we made good strides, there is still more we can do and must-do. We are never completely satisfied.
Our shared dream energizes everyone to work in the same direction: to be the Best Beer Company Bringing People Together For a Better World.
Read more about our 10 principles