Heineken has increased marketing activities in Greece

Heineken has increased marketing activities in Greece

Heineken has said that it is increasing its marketing activities in crisis-hit Greece, in order to boost its market share in the country.

Heineken already accounts for one in seven beers sold in Greece and the brewer is keen to extend this reach, despite the country's economic crisis.

Emergency talks involving EU member states and the International Monetary Fund have today (16 June) sought to find extra loan funding for Greece. This week, the country's government has collapsed amid a wave of protests and growing concern that the nation will default on its debt.

"The worst is yet to come in Greece," Sanford Bernstein analyst Trevor Stirling told just-drinks earlier this week.

Amid the crisis, drinks companies are seeking to cut costs. However, while Heineken told just-drinks that it has "extensive efficiency plans in place", it said that "beer has proven to be recession resistant (but not recession immune)".

The brewer added: "We are increasing our marketing activities/new campaigns for all brands to capture market share. We are running a campaign to enhance and attract consumers' interest in the beer category."

Greece accounts for 7% of annual beer volume sales in Heineken's Central & Eastern Europe business. The second largest brewer in the country is Carlsberg.