Heineken

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Company Description Heineken
The Dutch brewer company operates with a network of 165 breweries in more than 70 countries, which makes Heineken the largest brewer and distributor in Europe. The company has a strong brand portfolio of more than 250 international, regional and specialty beers and ciders, that help Heineken create a favorable image in the market and ensure stable revenues.

Heineken Company has a wide variety of products for consumers and B2B. Our most well-known brands and innovations are:
– Brands: Heineken, Amstel, Brand, Wieckse, Affligem, Desperados and Sol.
– Innovations: Heineken 0.0%, Amstel unfiltered, Brand unfiltered, Brand Porter, Desperados Mojito, Amstel Radler, Brand IPA and Brand Saison.

Industry Information
Heineken belongs in the beverage sector. To distinguish from the rest, we offer our customers more than only one kind of beer. With a product portfolio that contains drinks that cater to the needs of all types of beer drinkers. Heineken is the biggest cider producer in the world.

Competitors
While smaller brewers then Heineken are green with envy. Heineken does still have competitors in B2B companies. Within the overcrowded market Heineken’s biggest competitors are:
o Asahi Group Holdings, LTD
o Anheuser-Busch InBev NV
o Carlsberg A/S

Trends & Developments in the market

Heineken 0.0%
To stand out from their competition, the iconic green label has been turned blue and Heineken has launched Heineken 0.0. For the non-traditional market to those who want to drink beer, but without the alcohol content. With this new development, we want to aim at the global leadership position in the fast-growing category. 

Heineken Biertegoed.
Heineken developed a loyalty app, giving locals the opportunity  to win big-ticket items such as helicopter transport to special events. Individuals that downloaded the app via Apple store will be able to receive two types of rewards points: Venue Statues Points and Heineken Status Points. In exchange for visiting one of the brand’s outlets, with points allocated based on the number of times a user visits a Heineken location and interacts with the app, the more points he, she will win. It is a subtle approach to build brand awareness and loyalty. 

Unique Selling Point
For thirty years Heineken promoted that their unique selling point was “Heineken refreshes the parts other beers cannot reach.” This was a smart move seeing as it is hard for brands like Heineken to find a unique selling point because all beers are considered to pretty much taste the same. Heineken used their humor and smartness, and to prove their point their advertisements show situations where the unachievable is achieved with the help of a bottled Heineken.

From 1988, the slogan of our USP has changed to: “How refreshing, how Heineken.” — Clemmow Horby Inge.