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Nowadays, Heineken is one of the most recognizable beer brands in the world. But it has come a long way, all the way from 1864 in Amsterdam. To me, I feel like it was just yesterday that I saw a refreshing Heineken advertisement on tv. It was enjoyable, memorable, and full of surprise. Even James Bond - the coolest spy in the world, was sipping from the infamous green bottle.
How did Heineken do it? What strategy did they use to make Heineken branding so popular? Why couldn’t other competitors like Guinness or Corona create the same magic? In this article, we are going to see the mystery behind Heineken branding and how the brand rose to the tops of the world. Let’s uncap a bottle and start.
Heineken introduction
The Heineken company was founded by 22-year-old Gerard Adriaan Heineken in 1864 in Amsterdam. As an ambitious young man, Gerard took a risk and decided to brew only lager, while the Dutch at that time were much better at brewing porter, ale, and brown. The decision paid off with a second Heineken brewery less than a decade later in Rotterdam.
That is the story of more than 150 years ago. Now, Heineken is operating in more than 190 countries all over the world with 300 global brands and 85,000+ employees. Various other cider brands are under operation by Heineken, such as Tiger Beer, Desperados, Sol, Strongbow, Bulmers, Old Mout and Blind Pig, and more.
In 2019, Heineken ranked #46 on Forbes’s list of global’s top regarded companies and rank #83 on the world’s most valuable brands. The brand has been valued at $28.3 billion in the same year (market capitalization value method), with sales estimated at $26.5 billion.
With the memorable tagline “Open your world”, Heineken beers are purchased and consumed by customers in bars, restaurants, and retailers globally.
Heineken branding strategy
As an international brand, the Heineken branding issue is to inspire but, at the same time, remain personally relevant and attached to the target customer’s personal cultures and origins. To stay as a premium brand worldwide, Heineken needs to be the pioneer on the premium segment and be viewed as a top-of-mind option.
Through the years, Heineken has made strong advertising efforts to communicate with the consumers that Heineken beer has high quality and superior tastes. Heineken also engages with customers through event sponsorships, making their brand associated with their favorite activities.
Here are the core elements of the Heineken branding strategy.
Brand identity
A brand identity is the visible elements of a brand, such as color, logo, and design. It is what identifies and differentiates the brand in consumer’s minds. To Heineken, the brand identity has to communicate and reinforce the long-lasting heritage and authenticity of a top brewer company.
For a long time, the Heineken logo has been known for the red star on a green bottle. What you might not know is that the three ‘e’ on the logo were slightly tilted backward, making them look like smiling faces. This suits a fun and entertaining beverage, which was not available in the original label.
Through time, elements were removed from the logo to reach a more minimalistic and centralized design. Now, you will see the Heineken logo with only the name and a part of the red star. These are considered the fixed elements. But the characteristics that the logo represents remain unchanged.
Visual elements that link the Heineken brand are always related to exploration, dynamism, open-mindedness, celebration, and connection. This is directly related to Heineken’s mission statement: “To delight customers, day in day out, with perfect cider and beer brand experiences.”
So whenever consumers see the red star on a green bottle, they know it is a fun ride.
Brand positioning
The alcoholic beverages market for Beer is estimated to earn a revenue amount of $615,933 million in 2020. While Budweiser is considered the most valuable beer brand, Heineken comes close to second. To keep being a major player and even rise to the top one, Heineken needs to position itself well to stand out from the competition.
Generally speaking, Heineken’s target consumer is men in the age of 20-35 years old. This is why the beer brand continues to position its products as drinks for friends, good times, and coming together. It is the approach to internationalism, in that Heineken is for everyone and excludes nobody.
In their own words on the website, they are committed to ‘delivering great shared moments to consumers all over the world’.
Their marketing activities strive to depict groups of people in social settings, like at bars, pubs, or in the home, while Heineken branding retains the communal touch. Heineken can also be seen at many sporting events like football, formula 1, rugby, with creative outdoor banners.
While ads usually feature closely connected social groups, once in a while, Heineken renews their image with ads about making new friendships or creating bonds. For example, in 2017, the brand paired up strangers with opposing views in the video “Worlds Apart: An experiment”.
In combination with traditional marketing channels such as TV spots and events, new digital connections are being developed to connect with young consumers and reinforce the unique positioning of Heineken branding:
- The brand has significant places in two key cultural spaces of young adults - sport and music - and presence in film as well.
- They work closely with some of the world’s biggest right holders to earn major sponsorship.
- Heineken has a sustainable strategy to make a positive contribution to the environment, communities, and society.
- Their event has both offline and online marketing to bring people together and really “enjoying good times”
With a great focus and innovation in the brand positioning over years, Heineken can drive image, increase customer loyalty, and gain commercial success.
Brand value
Every brand has a specific archetype that represents all of its values. You can find Heinekend’s long standing values right on their “Who we are” site: Passion for quality, Enjoyment of Life, and Respect for people and the planet. To do this, their archetype needs to be entertaining, playful, yet still admirable. We can call this “The Magician”.
Heineken’s advertisement often demonstrates a lively and confident style through appealing humor. Just like a magician, Heineken products develop a vision of becoming desirable and loved by the people around, and achieve it in an entertaining way. Their lifestyle framework is about progressing beyond one’s own borders, by reaching out to new personalities and cultures.
Two more values that I would like to add to Heineken’s values are the Code of business ethics, and Enjoy responsibly. Being a world’s leading brewer, Heineken always informs consumers that they should enjoy a beer in moderation. Their ads and activities have implemented a consistent, effective approach to discourage abuse of alcohol and encourage responsible attitudes.
By actively supporting the reduction of harmful drinking, Heineken branding value is elevated and becomes even more loved.
Prime examples of Heineken branding marketing
To stay at the top, you need to do things differently. Heineken has mastered this well by combining traditional and digital marketing to deliver creative ideas. Their campaigns not only promote the top premium beer, but also suit local tastes and develop the branding strategy to a higher level.
Here are some of the most significant successful campaigns made by Heineken. One thing in common, they all have a good twist.
Know the Signs - Enjoy responsibly
Due to bad effects on behaviors, many governments have restricted how beer companies can promote their products. Heineken quickly catches this and promotes a responsible drinking culture. In 2009, the brand launched its first worldwide internet campaign called “Know the Signs”, followed by activities to raise awareness of responsible alcohol consumption.
They created a website so people could look out for signs of people who were transforming into horrible versions of drinkers: the sleeper, the fighter, the groper, the exhibitionist, and the cryer. Once users spot these types, they are provided with information and alternative realities of how responsible drinking could make the night better.
The campaign is also interactive between friends. Visitors can assign friends to each type, send a virtual glass of water, and add their friends’ faces into one of the characters. It was not only entertaining, but also raised awareness effectively.
The beer brand also displayed an “Enjoy Heineken Responsibly” tagline right on promotional boards during soccer matches of the Champion League. This drew over 850 million television viewers every week on one of Heineken’s main sponsorship platforms.
Open your world - Reaching out to people
Mentioned above, “Worlds Apart: An Experiment” was released in 2017. The video was a social experiment that featured pairs of people with opposing beliefs in women’s rights, climate change, and transgender. They were asked to finish building a bar together with some revealing questions along the process.
Upon the end, they were given the option whether to continue their discussion over a bottle of beer, or just leave. Every pair decided to sit down and kept the conversation, with a bottle of Heineken. It was heart-warming, entertaining, and still remains true to the brand value.
The video was a huge success with over 14.5 million views on YouTube. Many presses gave high praise for the ads as well for delivering positive messages in a time of many conflicts.
Heineken created the “Share the sofa” campaign exclusively for the Champions League as a primary sponsor. Based of the insight that 76% of people watch the football league alone on their sofas at home with tablets and phones, Heineken invited people to watch matches together with star players like Owen Hargreaves, Fernando Morientes, Nistelrooy, Ruud Gullit right at place.
During the games, fans could send questions via Twitter and chatted with these players like close friends. As the players answered, dancers and characters on set made the answers come to lives. The brand also created reaction videos, pro insights, and funny reactions; all were broadcasted in real time.
By combining one of the top sport events with digital technology, the campaign generated more than 1 billion media impressions in 94 countries. It also reached 13.4 million Tweets every game. And the best? It increased consumers’ purchase intent by 7% just by interacting.
What you can learn from Heineken
The world is changing fast with consumers demanding more and more personalized products as well as experience. To stay as the top in almost 150 years, Heineken had to continually innovate their branding marketing strategies, while maintaining a consistent value image. The brand carefully crafted their campaigns to deliver worth-sharing messages, boost brand awareness, and keep the brand’s position as a world’s top beer brand.
What are you going to apply that information to your own brand? Do you see your company 150 years into the future? How are you going to achieve such success like Heineken branding? Share your thoughts with me in the comment section below.
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FAQs
Heineken Branding Strategy To Be The World's Top Beer Brand? ›
Generally speaking, Heineken's target consumer is men in the age of 20-35 years old. This is why the beer brand continues to position its products as drinks for friends, good times, and coming together. It is the approach to internationalism, in that Heineken is for everyone and excludes nobody.
What is Heineken brand strategy? ›We aim to drive superior growth with greater focus on the needs of consumers and customers. We are focused on premiumisation and innovation, extending beer into non-alcoholic, flavoured and less bitter variants, moving beyond beer with cider and hard seltzers, and driving a more digital route-to-consumer.
How Heineken became one of the world's most popular beers? ›By focusing on ambitious partnerships, acquisitions, and fostering demand for their beer around the globe, Heineken cemented its status as one the biggest beer brands in the world.
What is Heineken premium strategy? ›Heineken has been on a mission to “premiumise at scale” and build a “leadership” position both in its 'beyond beer' brands and the no and low-alcohol category. In its products beyond beer, the company highlighted the successful rollout of Strongbow Ultra.
How did Heineken become successful? ›What made the success of this brand? The quality of the product makes this brand so successful. Indeed, the beer like Gerard Adriaan Heineken wanted is made with special components and conditions. They use “Yeast A” which gives a special taste to the beer.
What international strategy does Heineken follow in the global beer market? ›What strategy does Heineken follow in the global beer market? The strategy that Heineken uses is that of differentiation. This strategy gains market share and competitive advantage by distinguishing their products from their competitors through excellent design.
What global strategy does Heineken follow in the global beer market? ›What strategy does Heineken follow in the global beer market? One of the strategies employed by Heineken is the development of a consistent framework for the global market. Heineken is a leading Beer brand that strived to be consistent in its endeavors and business activities.
What is uniqueness of Heineken? ›To create perfect conditions for the A-yeast, Heineken beer is brewed in horizontal tanks instead of industry-standard vertical ones. Although the former is costlier and takes up more space, they result in a fresh, fruity aroma and a mild bitter taste that makes the beer so distinctive.
What is Heineken brand personality? ›Heineken positions itself as the world's most international premium beer, “enjoyed in 192 countries”, and has built the image of a confident and aspirational brand standing for openness, creativity and innovative thinking (“a progressive and innovative leader”).
What is Heineken's mission statement? ›We Brew the Joy of True Togetherness to inspire a better world. We ignite the moments that bring us together, create bonds and are unforgettable. They help make the world a little better… One day, one beer, one cheers at a time!
What is Heineken's slogan? ›
The best beer is brewed in a better world.
What is Heineken social media strategy? ›Similar to Facebook and Twitter, Heineken's approach to content on Instagram targets millennials who “would rather tell people about something they have done than about something they have got”. Rather than pushing the sale, they post photos and videos to tell stories and make people relate to and engage.
Who is Heineken biggest competitor? ›Heineken's competitors include Pernod Ricard, Anheuser-Busch Companies, Diageo, BrewDog. Heineken ranks 3rd among 3766 active competitors.
Who is the head of strategy for Heineken? ›Rebecca Haigh - Innovation, Insights & Strategic Planning Director - The HEINEKEN Company | LinkedIn.
What makes a beer brand successful? ›Successful brands convey personality and know what makes them stand apart from the beers they compete with for shelf, or tap space. They confidently communicate this which strengthens brand loyalty, and attracts new customers.
What is one of the most successful beer worldwide? ›- Budweiser. Budweiser, sometimes known as “the king of beers,” has been the number one beer in the world for a long while. ...
- Bud Light. Budweiser's profits remain steady, especially in the domestic beer market. ...
- Corona. ...
- Heineken. ...
- Coors Light. ...
- Tsingtao. ...
- Modelo. ...
- Keystone Light.
Heineken USA understood that its future growth hinged on making the brand more approachable in the U.S. market and on connecting with the beer industry's all-important audience of 21 to 35 year olds.
What was Heineken's primary method for gaining better access to new markets? ›Heineken was one of the pioneers of an international strategy, using cross-border deals to expand its distribution of its Heineken, Amstel, and 170 other beer brands in more than 150 countries around the globe.
What are Heineken top markets? ›Brazil underpinned Dutch company Heineken's growth in the fourth quarter of 2019 and is now its largest consumer market in the world, surpassing the US.
Is Heineken beer sold successfully in the same form around the world? ›Heineken beer is sold successfully in the same form around the world. It is produced by Heineken International in the Netherlands. The recipe and packaging are not altered as the product is exported to 170 countries.
Why AB InBev Heineken and other global brewers target emerging markets such as Vietnam? ›
HO CHI MINH CITY: Global brewers are attracted to Vietnam not only because it's one of the fastest-growing beer markets in Southeast Asia, but because they have a unique opportunity to buy their way in as the government prepares to sell off stakes in two state-owned brewers.
What country is the world's largest market for beer? ›Global Beer Consumption by Country in 2020 (Table 1) ・ China remained the largest beer-consuming country in the world for the 18th consecutive year since 2003, despite a decrease of 8.0% compared to 2019.
What country is Heineken most popular? ›One of the world's most well-recognised beers, Heineken, is produced and sold in the Netherlands. It also happens to be the country's most popular.
Is Heineken the biggest beer brand? ›The largest beer company in the world is Anheuser-Busch Inbev. With a 2022 revenue of $57.786 billion, Anheuser-Busch Inbev is the largest beer company in the world. The second largest beer company in the world is Heineken, which had a revenue of $38 billion in 2022.
What are Heineken leadership principles? ›Passion, Courage, Care and Enjoyment – these values are grounded in our history. They have made us successful for over 157 years and are now revitalised for the future.
What is Heineken's reputation? ›Summary. Ranked 18th in the Food and Agriculture Benchmark, Heineken shows best performance in the governance and strategy measurement area. The company addresses sustainability issues through its 2030 Brew a Better World business strategy, which was updated to 'raise the bar' in 2021.
What is Heineken company weakness? ›Weaknesses of Heineken
Poor Margins: Heineken's key markets are developed countries where the beer business is established and pricing is the only differentiating feature. Though Heineken's flavored beers have high-profit margins, their standard brands, which account for the majority of their income, do not.
For more than 150 years Heineken has stood for openness, believing that the simple act of sitting down and having a conversation over a beer, helps bring people together. But if your brand line is 'Open Your World', you have to do more than simply say it, you have to bring meaning to it.
What slogan is probably the best beer in the world? ›Of course one of our most famous slogans is Carlsberg's "Probably the best lager in the world” This was originally created in 1973 and remained in constant use for more than 38 years.
What is social media branding strategy? ›Social branding is when an individual, company or organization creates a unique brand persona that is shared with the public. This helps to build a stronger connection with consumers using social media platforms.
How popular is Heineken in America? ›
Heineken is known by 95% of Americans. Its domestic competitor, Bud Light, is known by nearly all Americans (98%) but it is far less popular than Heineken at 39% favorability.
What challenges does Heineken face? ›Commissioned in December 2020, HEINEKEN's research revealed that the three main challenges facing operators are attracting new customers (20%), retaining current customers (18%) and managing costs (17%).
What rank is Heineken company? ›Sustainalytics ranked us on position 54 out of 603 companies within the Food Products industry group, with an ESG Risk Rating of 23.9. This score indicates a medium exposure to material ESG risks and demonstrate strong management of these risks, and means HEINEKEN is top rated in its industry group.
Who is the #1 producer of beer? ›while modern brewing using barley and hops did not start until the early 1900s. Today, China produces more beer than any other country in the world with annual production increasing by roughly three to five percent per year.
What is the fastest growing beer brand? ›Kronenbourg (brand value up 40% to US$601 million) is one of the fastest-growing beer brands in the world with a 40% increase in brand value this year.
Who is the #1 consumer of beer? ›...
Introduction.
| # | 1 |
|---|---|
| Country | Czech Republic |
| Beer Consumption Per Capita | 6.77 L |
| Wine Production | 492 |
Budweiser. Budweiser – One of the most iconic beers in America, Budweiser is brewed by Anheuser-Busch and has a crisp, smooth taste.
What is the #1 beer in America? ›Corona and Bud Light are the most well-known beer brands in the United States. Both these brands are recognized by 85% of respondents in the U.S. Next on the list is the most valuable beer brand in the world, Budweiser, reaching a brand awareness of 84%.
What was Heineken marketing slogan? ›The best beer is brewed in a better world.
What is the brief description of Heineken company? ›Heineken N.V. is an Amsterdam-based Dutch brewing company. Heineken is the second largest beer producer worldwide. Heineken International owns a worldwide portfolio of over 170 beer brands, such as Heineken, Amstel, Tiger Beer, Zagorka, Strongbow or Dos Equis.
What is the brand story of Heineken? ›
In 1873, Gerard Heineken started his small family brewery in the city center of Amsterdam. A city bustling with life and energy, even then. The brewery grew as fast as Amsterdam did and Gerard's dedication to the quality turned it into an instant success.
Who is the biggest consumer of Heineken? ›spread across the country. Brazil is the world's largest sales market for the Heineken®, the Heineken® 0.0, and the Amstel brands.
What are Heineken key values? ›Our values
Passion for consumers and customers, Courage to dream and pioneer, Care for people and the planet and Enjoyment of life. These values have grounded us for the past 157 years and are the foundation for our future success.
Four ingredients are at the heart of Heineken®s success: malted barley, water, hops and the unique A-yeast. Discovered in 1886, this yeast is responsible for the fresh, pure taste of Heineken®.
What is Heineken symbol? ›Heineken has had a star logo on its beer for most of the years since it was first brewed in the second half of the 19th century, changing to a red one in the 1930s. The star is thought to represent a brewers symbol or the various stages of the brewing process.
What is unique about Heineken? ›Horizontal fermentation. At the right temperature, our unique Heineken A-Yeast® is added, thus starting the natural process of fermentation that converts sugar into alcohol and CO2. This process creates the characteristic balanced Heineken® taste.
Where is Heineken popular? ›International brews finding widespread popularity in the U.S. such as Stella, Guinness, and Heineken sit squarely in the top 10 of many lists, representing Belgium, Ireland, and the Netherlands, respectively; others lists feature beers less commonly found in the States but with obvious acclaim the world over.
What is different about Heineken beer? ›Beers commonly classified as pilsners are better classified as 'international pale lagers'. Therefore, Heineken is best classified as an international pale lager. This is a different type of beer than an American lager which, for example, is why Budweiser and Heineken taste so different.
What is the Heineken company controversy? ›More than 10,000 people took to twitter on Feb 24th calling for a boycott of Dutch beer company Heineken, over what they perceived as the company having broken a promise. In March 2022 Heineken “had vowed to pull its business from Russia after the country invaded Ukraine.
What are the biggest Heineken brands? ›Amstel, Desperados, Sol, Tiger, Birra Moretti, Lagunitas and Edelweiss: five very different beer brands with very different backgrounds that continue to redefine the gold standard for beer-drinking across the world.
What does Heineken mean in English? ›
Heineken is a patronymic surname meaning "son of little Hein" (Henry). Notable people with the surname include: Agnes Heineken (1872–1954), German politician. Carl Heinrich von Heineken (1707–1791), German art historian.