Heineken NV engages in the brewing and marketing of beers and ciders. Its brands include Heineken, Amstel, Anchor, Biere Larue, Bintang, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster's, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. The company operates its business through following segments: Western Europe, Central and Eastern Europe, The Americas, Africa and the Middle East, Asia Pacific, and Head Office/eliminations. It engages in the marketing and consumption of international premium, regional, local and specialty beers and ciders. The company was founded by Gerard Adriaan Heineken on February 15, 1864 and is headquartered in Amsterdam, Netherlands.