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Heineken NV in Beer

December 2020

Heineken has a broad geographic reach and a diverse product offering, led by a strong flagship brand. Emerging market expansion is a key strategic focus, but the mature Western Europe region remains significant to the company. Heineken, like all alcoholic drinks players, is having to rapidly adapt to the change in consumption occasions driven by COVID-19. Where do the opportunities lie?

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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 Beer 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 Beer 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.

Executive summary
Top companies at a glance
Heineken’s global footprint
Company overview
Growth decomposition
Impact of Coronavirus (COVID-19) on Heineken
Impact of COVID-19: 2020 Q3 results
Exposure to growth
Acquisitions help to shape the global beer landscape
Increasing competition between the two leading brewers
Key categories and markets
Despite lower prices, emerging markets hold value for brewers
Mexico: good forecast potential despite major COVID-19 challenges
Brazil: increasing importance of local production
Key brands
Heineken brand remains central to company strategy
Targeting Southeast Asia growth through Tiger
Lagunitas: exploring new occasions
Broad geographic footprint in lager
Premium focus is evident in lager breakdown
Need for a strong economy offer in Nigeria
Pandemic provides a further boost for non/low alcohol beer
Dynamic international expansion for Heineken 0.0
Heineken leads the way in cider as brewers increase involvement
Exploring opportunities in newer cider markets
RTDs: Heineken cautiously enters the hard seltzer arena
Executive summary (a reminder)
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)


An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.

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