Heineken NV in Beer

December 2022

Heineken has been making good progress in recovering from pandemic-driven disruption; however, along with the rest of the industry, it is now having to contend with sharp rises in costs and the potential impact of the cost of living crisis on demand. Innovation seeks to broaden the appeal of core brands, while expansion in non-alcoholic beer remains a focus. Heineken is also exploring opportunities further afield. Digital initiatives are increasingly central to company strategy.

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This report comes in PPT.


Euromonitor International's report on Heineken NV delivers a detailed strategic analysis of the company's business, examining its performance in the Alcoholic Drinks 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 SWPT 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 Alcoholic Drinks research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Key findings
Top companies at a glance: Heineken stands in second place
Heineken’s global footprint
Company overview: Top markets provide a further boost to growth
Exposure to growth
Market momentum and M&A drive sales growth
Brewers are passing on their higher costs
Leading companies maintain their shares amid unprecedented disruption
Premiumisation drives growing competition with key rival, AB InBev
Key categories and markets
Top brewers seek to benefit from beer’s strong performance in Brazil
Mexico: Significant opportunities but also challenges in Heineken’s largest market
India: Newly strengthened standing for Heineken in a strategically key country
Middle East and Africa is a shared priority for leading brewers
Key brands
The Heineken brand is at the heart of the company
Heineken Silver brings the metaverse to life
Heineken is well represented in key growth regions
Mid-priced lager dominates across top markets despite general focus on premiumisation
Heineken 0.0 leads the way in non-alcoholic beer
Geographic expansion remains key for Strongbow in cider
Strongbow Ultra Dark Fruit: Cider meets RTDs
RTDs play a limited role for Heineken, but their significance is gradually rising
Executive summary
Projected company sales: FAQs
Projected company sales: FAQs

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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