Rankings 2022

  • BUSINESS EXPANSION – Commended
  • INNOVATION – Commended
  • MARKETING – Commended
  • PRODUCT LAUNCHES – Commended

Just Drinks Excellence Rankings 2022 – The Verdict

Heineken is an international brewing company ranked in Business Expansion, Innovation, Marketing and Product Launches

The company expanded its product lines through the launch of a number of notable new beverages including the debut of its lower-abv Heineken Silver brand extension in the UK and several EU markets.

2022 also saw the introduction of two new flavours of Old Mout Cider: Strawberry & Apple and Pineapple & Raspberry Alcohol-Free, while the company’s Desperados brand entered the hard seltzer market with the launch of Desperados Alcoholic Sparkling Water in the Netherlands.

Heineken has also expanded its operations through investments and increased capacity including the completion of the expansion of its joint-venture production facility in Vietnam.

In the area of marketing an innovative project saw the company unveil a tongue-in-cheek digital version of its Heineken Silver brand extension

The company also undertook the takeover of South Africa wine-and-spirits group Distell – but with strings attached and the acquisition of Namibia Breweries (NBL). The company also agreed a deal to buy majority control of Long Chuan Zuan Co., a Taiwanese brewery owned by local food, beverage and pharma company Sanyo Whisbih Group.

In the area of marketing an innovative project saw the company unveil a tongue-in-cheek digital version of its Heineken Silver brand extension, created within the virtual reality platform Decentraland. The virtual brew is made from 100% computer-generated ingredients, including ‘Binary Coded Hops’ grown by NPC (non-player character) farmers, according to the group. The brewing process, meanwhile, is overseen within the digital platform by Heineken’s virtual brewing assistants.

The company also entered into a sponsorship arrangement with UEFA called ‘Cheers to All Fans, Men Included’, which is designed to “highlight the misconception that you must be a man to be a football fan”.

Profile

Heineken is a brewing company that develops, markets and sells alcoholic beverages. 

The company’s product portfolio comprises beer, cider, soft drinks and other beverages. Heineken markets and sells its beer products under various regional, local and specialty brands such as Amstel, Desperados, Sol, Tiger, Tecate, Red Stripe and Birra Moretti. The company merchandises and sells cider under Strongbow Apple Ciders, Orchard Thieves, Stassen, Bulmers, Old Mout and Follow the Fox brand names. 

It distributes and sells these products through its own wholesalers, pubs and other third parties. 

The company has business operations across the Americas, Africa, Middle East and Eastern Europe, Europe and Asia Pacific. Heineken is headquartered in Amsterdam, Noord-Holland, the Netherlands.