Heineken USA Announces Creation of an Independent Advertising Review Panel and Advisory Board.

WHITE PLAINS, N.Y. -- Heineken USA today announced the creation of a three-member Independent Advertising Complaint Review Panel and Advisory Board to add an independent voice to the company's existing process to address public concerns that may arise over its print or broadcast advertising.

"Heineken USA's internal advertising review process has worked extremely well to ensure ad concepts and creative meet the industry guidelines for content and decency," said Frans van der Minne, President of Heineken USA. "Having access to this panel of experts who herald from such professions as advertising, public policy and health care, however, will provide us with one more avenue to fully address consumer concerns when and if they arise."

Heineken USA is pleased that the following individuals have agreed to one-year terms starting on December 1, 2004:

Geraldine Anne Ferraro - As head of the Public Affairs practice of The Global Consulting Group (GCG), Ms. Ferraro counsels clients on a wide range of public policy issues, handling matters before agencies of the United Nations, the U.S. Government, the Congress, and the Conference of Mayors as well as certain state and local entities. Prior to joining GCG, she was the President of G & L Strategies, the public affairs practice of Golin/Harris International.

Ms. Ferraro earned a place in history as the first woman vice-presidential candidate on a national party ticket. She was elected to Congress in 1978 from the 9th District in New York and served three terms in the House of Representatives. Since her tenure in the Congress, she has served as co-host for CNN's Crossfire, and as partner in the CEO Perspective Group, a consulting firm that advises top executives. Also, at the request of President Clinton, she served as the United States Ambassador to the United Nations Human Rights Commission from 1994 to 1996.

An active participant in the nation's foreign policy debate, Ms. Ferraro serves as a Board member of the National Democratic Institute of International Affairs and a member of the Council on Foreign Relations. Ms. Ferraro is currently a political analyst for FOX News and a columnist for the New York Times Syndicate. She received her J.D. degree from Fordham University School of Law. She currently serves on the Fordham Law School Board of Visitors, the Board of Advocates of the Planned Parenthood Federation of America and the Board of Advisors of the National Breast Cancer Research Fund. She is also on the Board of Goodrich Petroleum Co. Inc.

In addition to numerous articles, Ms. Ferraro has written three books: Ferraro, My Story, which recounts the '84 campaign; Geraldine Ferraro: Changing History; and Framing a Life.

Eva Kasten - An experienced executive in advertising, marketing, media, and public relations, Ms. Kasten is founder of Noral Group International Inc., an integrated marketing communications firm. Before launching Noral, Ms. Kasten was Executive Vice President of The Advertising Council, where she guided strategic planning, creative content, and public relations for more than 40 non-profit and government groups.

She has worked on several notable PSA Campaigns, including Smokey Bear's "Only You Can Prevent a Forest Fire" for the U.S. Forest Service; "A Mind Is A Terrible Thing To Waste" for the United College Fund; and "Get High. Get Stupid. Get AIDS." for the U.S. Department of Health and Human Services. She also helped launch both The Points of Light Foundation and America's Promise-The Alliance for Youth, and was responsible for a Telly award-winning documentary and numerous Effie campaigns.

In addition to working with the nation's most respected minds in marketing and advertising at the Council, and previously at several high-profile advertising firms, Ms. Kasten has interacted with several White House Administrations, resulting in public service initiatives with Presidents Bush and Clinton, the First Ladies, and Cabinet Secretaries for efforts including the Healthy Start Initiative, Childhood Immunizations, and Early Childhood Development. She has a B.A. from Wellesley College and an M.B.A. from The Amos Tuck School of Business Administration, Dartmouth College.

Dr. Robert T.M. Phillips -- Dr. Phillips is Medical Director of Forensic Consultation Associates, Inc., a national firm that specializes in psychiatric consultations in civil and criminal litigation. He received his B.S. from Boston College; Ed.M. from Harvard University; Ph.D. from the University of Iowa; and M.D. from the Mayo Medical School. He holds academic appointments as Adjunct Associate Professor of Psychiatry at the University of Maryland Schools of Medicine and Law and in the Yale Law and Psychiatry Division.

In addition, Dr. Phillips has served as a member of the Advisory Council of the National Television Violence Study, the TV Parental Guidelines Monitoring Board and has lectured internationally on the effects of media violence on children and adolescents. Dr. Phillips serves as a psychiatric consultant to the Protective Intelligence Division of the United States Secret Service and has provided consultation to the National Center for State Courts, the U.S. Justice Department, the National Institute of Mental Health, and the Center for Mental Health Services.

A Distinguished Fellow of the American Psychiatric Association and previously its Deputy Medical Director from 1993-1998, he is the President of the American Academy of Psychiatry and the Law, and a member of the House of Delegates of the American Medical Association.

"We are pleased to have such a prestigious group of individuals available to us for their expertise and counsel," added van der Minne. "At Heineken, we take our role as a socially responsible company very seriously. Creating this panel simply reinforces our commitment to the public to be the kind of company they are proud to do business with."

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Please visit EnjoyHeinekenResponsibly.com.