On Wednesday, Heineken will announce its volumes performance from the first three months of 2020. This time last year, the brewer posted a 4% volumes lift for the first quarter of 2019, the same rate of increase as in Q1 2018. Here’s a look at the news that is likely to have shaped the company’s performance in the quarter.

  • The return of ‘Dry January’ saw Heineken start the quarter with a US push for Heineken 0.0. The activation, titled ‘Start Dry January with a Cold One’, was designed to capitalise on “the trend of adults abstaining or reducing alcohol consumption, which we see as an opportunity to boost business in on-premise outlets during one of the slower months of the year”
  • The alcohol-free brand extension was also lined up at the start of a year for a major promotion, linked to the planned release in April of the latest James Bond film, No Time To Die. A TV ad was unveiled in mid-January that was to run in around 75 markets
  • At the end of January, the company also prepared limited edition James Bond packaging and promotions for its namesake beer as well as Heineken 0.0. However, the coronavirus pandemic – more on that later – has resulted in the release of the film to be put back until November
  • The top headline for Heineken in Q1 landed in mid-February when CEO Jean-François van Boxmeer announced his intention to step down later this year. Van Boxmeer will bring the curtain down on his 15-year tenure at the helm on 1 June, with Asia-Pacific president Dolf van den Brink lined up to replace him

Subscribe to Just Drinks

Join over 80,000 beverage industry professionals by unlocking full access for just $1 (plus VAT if applicable)

Already a Member? LOGIN HERE

Just Drinks membership gives you:

  • Unlimited access to Just Drinks content including in-depth analysis, exclusive blogs, industry executive interviews and management briefings
  • Unbeatable market coverage from wine and beer, to soft drinks
  • Unrivalled drinks industry comment from Dean Best, James Beeson and leading industry experts
Want multi-user access? Explore our multi-user & corporate memberships

70% of the beverage companies in the Forbes Global 2000 use Just Drinks