Heineken hails ‘balanced’ volume and value growth amid £250m marketing uplift
Grace GollaschHeineken “significantly” increased its marketing spend across all regions last year, now accounting for 9.8% of revenue.
Heineken to ‘significantly’ increase marketing spend as it seeks to maintain ‘balanced growth’
Niamh CarrollHeineken is aiming to generate growth “balanced” between volume increases and pricing going forward, and is “significantly and materially” increasing its marketing spend to do so.
Cruzcampo on its £10m push to stand out in the crowded lager market
Niamh CarrollHeineken believes Spanish beer brand Cruzcampo will bring incremental growth to its portfolio and stand out in a crowded Mediterranean beer market.
Heineken promotes UK marketing lead to European commercial development role
Lucy TesserasRajeev Sathyesh takes over as Heineken’s UK marketing director as Michael Gillane moves to Europe to become director of commercial development role.
Heineken commits to ‘competitive’ pricing as its volumes decline
Niamh CarrollWhile pledging to be ‘competitive’ and agile in its pricing, Heineken CFO Harold van den Broek said the company would not be stepping up its promotional activity.
Heineken CEO: Brand power today is pricing power tomorrow
Niamh CarrollHeineken saw profits plummet in the first half of the year as it suffered from price-driven volume decreases. But its CEO has defended the tactic, insisting any volume decrease will be temporary thanks to the “power” of its brands.
Heineken adds ‘good times’ as a brand performance metric
Lucy TesserasThe brewer is now measuring its ability as a brand to help consumers have a good time to its suite of brand performance metrics.
Heineken doubles down on premiumisation strategy as volumes grow
Niamh CarrollLast year also saw Heineken boost its marketing spend above pre-pandemic levels, with the brewer claiming to get more out of this investment than ever before.
Heineken: Hard seltzer has not yet ‘moved the dial’ in the UK
Niamh CarrollHeineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
How Birra Moretti plans to build an ‘iconic’ brand with immersive experiences
Niamh CarrollThe brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
Reckitt: The role of insight is more difficult than ever
Charlotte RogersA combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Meet the brands using design to elevate their categories
Megan TatumFar from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Why brands must be ‘mindful’ of product placement in the age of star power
Manny PhamAnalysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
From functional to emotional: Amstel serves up Nadal to stand out from low alcohol crowd
Manny PhamAmstel’s global brand director says the brand’s latest campaign is a move to differentiate from rivals who pitch the functional benefits of low ABV drinks.
Heineken: Beer brands have missed an opportunity to innovate around flavour
Manny PhamHeineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.