Heineken hails ‘balanced’ volume and value growth amid £250m marketing uplift
Heineken “significantly” increased its marketing spend across all regions last year, now accounting for 9.8% of revenue.
Heineken increased its marketing investment by €300m (£250.4m) in 2024, representing a 10.7% increase from the year before, as it pursued “balanced” volume and value growth.
“In every one of our regions, our investments in marketing was ahead of revenue growth,” said Heineken CEO Dolf van den Brink on a call to investors today (12 February), noting that marketing accounts for 9.8% of revenue.
The increased spend ensured “balanced and consistent support” throughout the year, driving category growth across its brands. Heineken concentrated its investment in key high-growth markets, including Brazil, Mexico, South Africa, Nigeria, Vietnam and India.
