just On Call - Heineken eyes younger drinkers with "sexy" branding

By Andy Morton | 5 December 2013

Heineken's CEO has said the company needs to make its brands "sexy" in Europe to attract younger drinkers as baby boomers disappear from the beer market.

just-drinks articles are only available to registered users and members.

Join now for increased access

There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.

If you’re already a member, login here.

Heineken's CEO has said the company needs to make its brands "sexy" in Europe to attract younger drinkers as baby boomers disappear from the beer market.

  • Unlimited access to all the latest global beverage news and insight
  • Expert analysis that puts the news into context
  • Exclusive interviews with leading industry figures
  • Monthly management briefings with detailed analysis on hot topics
  • Personalised RSS feeds and email newsletters
  • 10-year archive of news, insight and intelligence
  • Discounts on just-drinks market research
  • Plus much more

If you’re already a member, login here

Not what you were looking for?

Search just-drinks:

More articles related to this one

just the Round-Up - The week in drinks
The top ten stories published on just-drinks this week:

UK: SHS Drinks ditches Cuvana as Dead Crow gets "spirit-beer" nod
SHS Drinks has dropped the rum-flavoured Cuvana beer and brought it under an expanded Dead Crow brand as it targets the so-called "spirit-beer" category in the UK.

CANADA: SABMiller, Molson Coors face court showdown after talks fail
A contractual dispute between Miller Brewing Company (MBC) and Molson Coors is heading to court after settlement talks between the two broke down.

Market research related to this article

Heineken N.V. - SWOT, Strategy and Corporate Finance Report
Heineken N.V. - SWOT, Strategy and Corporate Finance Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings, detailed financials, and corpo...

Heineken N.V. - Strategy and SWOT Report
Heineken N.V. - Strategy and SWOT Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings and corporate actions, providing a 360° view of th...

Heineken USA Inc.: Consumer Packaged Goods - Company Profile & SWOT Report
Synopsis Canadean's "Heineken USA Inc.: Consumer Packaged Goods - Company Profile & SWOT Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts, major products and servi...

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page