Andy Morton

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

By | 5 December 2013

Heineken is holding a conference in Mexico

Heineken is holding a conference in Mexico

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.

During a Heineken investors conference in Mexico today (5 December), Jean-François van Boxmeer said Europe's beer industry will be “rebased” in 2020, when the baby boom generation is phased out. Heineken's task will then be to attract following generations to its brands.

“People over 50 drink very little beer,” van Boxmeer said.

He added: “We have to make our brands sexy in Europe, desirable,” van Boxmeer said. “People have to love to drink beer.”

Van Boxmeer's comments follows remarks from SABMiller's Europe head, Sue Clark, who said last month that women remain a key target for the company. Clark said there is likely to be a move away from “laddish” advertising by SABMiller to more “mixed gender” campaigns.

Van Boxmeer today also said margin expansion is not the priority in Europe because it is going through a period of economic uncertainty.

“I don't want to put a margin share increase in front of having a market share increase (in Europe),” the CEO said. “That would be wrong. It would mean slashing down costs and turning up prices, which is artificial.”

Sectors: Beer & cider

Companies: SABMiller, Heineken

There are currently no comments on this article

Be the first to comment on this article

Related research

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...

Related articles

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.

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