Company Profile

Heineken NV in Beer

| Pages: 40

Price: US$570

About this Report

Heineken’s premium focus fits well with prevailing demand trends across both developed and emerging markets, but it faces significant challenges, including growing demand for craft-style products in both beer and cider. This profile analyses the company’s efforts to adapt its offer to the market-driving preferences of millennial consumers and to extend its already considerable geographic reach.

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Euromonitor International's report on Heineken NV delivers a detailed strategic analysis of the company's business, examining its performance in the market and the global economy.

Company and market share data provide a detailed look at the financial position of Heineken NV, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Heineken NV.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Heineken NV provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our research team, a dedicated group of analysts that knows the industry inside and out.

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Table of Contents




Key company facts

Financial performance 2014

Financial performance H1 2015

SWOT: Heineken NV

Strategic challenges and objectives

Competitive Positioning

Premiumisation trends offer hope at end of review period

A-B InBev extends global lead

Significant period of consolidation

Premium focus intensifies competition between major rivals

Boston Beer Co maintains dynamism in cider/perry

Heineken sees significant share erosion in cider/perry

Market Assessment

Heineken transforms its geographic profile

Emerging market opportunities

Platform for expansion in key growth categories

Market and Category Assessment

Well placed in Western European growth markets

Revival of premium segment in Spain

Challenges and opportunities in the UK

Premium potential in the US

Need to improve premium strength in Mexico

Expanding premium offer in Brazil

Increasing competition in economy segment in Nigeria

Falling volumes in Russia

Expanding local production in China

Stepping up presence in dynamic Indian market

Premium-orientated demand driving growth in UK cider

Adaptation required in US cider/perry

Brand Strategy

Powerful brand portfolio

Brands face changing expectations

Heineken growth driven by emerging market expansion

Operational Details

Worldwide production


Targeting millennial sensibilities


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