Heineken focuses on five brands and saves billions

As part of a new five-year strategic plan, Heineken will focus on five key brands. The brewer is responding to persistently weak consumer demand and rising costs with drastic cost-cutting measures.

Strategic focus

Heineken, Tiger, Amstel, Desperados, and Birra Moretti: these are the five beer brands on which Heineken will concentrate its investments in the coming years to accelerate its growth. Seven “focus growth markets” will generate 90% of the expected growth between now and 2030: Mexico, Italy, France, Spain, Brazil, and the United Kingdom. Non-alcoholic and low-alcohol beers will receive more attention.