Alchol for Dummies
been traveling to different countries to drink beer with randomly selected
young people to come up with more new marketing ideas. Heineken has arranged tie-ins with
big-budget youth films, such as the Matrix Reloaded. They have also sponsored different
events, such as a house party. Their strategy is beginning to pay off. In the mid-1990’s, the
average Heineken drinker was about 40 years old, today the average drinker is in the early 30’s.
Their goal is to push that down to the high 20’s. Heineken is also doing more marketing to
Hispanics, who are one quarter of the US sales.
Heineken may be slower that their competitors, but they have staying power.
With Heineken’s new acquisitions and their new marketing efforts, they are on the right track to
regrowth. It takes a long time to build a brand like Heineken.