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Shape the future of beer and beyond
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Heineken
150 years of good times
Heineken® driving meaningfulness,
sustainability and responsibility
“'ne way bri
Driving premiumisation at
scale, led by Heineken®
A friend stuck in the office
is a ghost at the bar.
Introduction
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
The growth of the brand aligns with our growing
responsible consumption impact, which is seen
through our F1™ sponsorship, as well as through
our partnership with three-time world champion
Max Verstappen and his F1™ team Oracle
Red Bull Racing.
In support of our ‘Cheers to All Fans’ inclusivity
campaign, in 2023 we enacted ‘The Social Swap’,
a social experiment where two neutral pundits
(one man and one woman) secretly switched their
social media accounts for five days to highlight
how women’s opinions are unfairly dismissed in
football with toxic remarks. The results showed
that the woman’s account, while secretly run by a
man, still received five times more online abuse.
This sparked many conversations on social media
around gender bias in football culture. The campaign
was applauded by the industry and strengthened the
position of Heineken® as a key and meaningful player
in the football industry.
Heineken® was recognised once again at the Cannes
Lions, the prestigious Festival of Creativity. Heineken®
was awarded 12 Bronze Lions, seven Silver Lions and
one outstanding Gold Lion for The Closer campaign.
It was voted the #1 most creative brand in the
alcoholic drinks category and #3 most creative brand
of the year across all categories.
Heineken
N.V.
Annual
Report
2023
I I 1 W iTV
For Froctwr World
With the large number of markets participating, and
further activities expected to take place in 2024, this
was the most ‘glocal’ (globally local) campaign the
brand has ever seen. From debuting Boiler Rooms in
Singapore to fashion partnerships with MGSM in Italy
and Adidas in Brazil, Heineken®’s 150th Anniversary
good times made headlines - over 1,000 of them with
the Heineken® brand name featured, generating over
3.3 billion impressions with 98% being neutral or
positive in sentiment. The campaigns and elevated
experiences continue to focus on premium quality,
good times, open-mindedness and offering
consumers a choice to drink Heineken® Original,
Heineken® 0.0 or Heineken® Silver. All of these themes
will continue in the future as we further drive
meaningful differentiation.
In 2023 we continued to expand Heineken® Silver,
specifically to the US and Mexico, now totalling 50
markets. The support in the US culminated with the
sponsorship of the F1™ first race in Las Vegas. In the
Asia Pacific region, Heineken® Silver continues to lead
the growth, leveraging the taste appeal and the
brand’s cool and premium credentials.
2023 saw the 150th Anniversary of the Heineken®
brand, a milestone that was celebrated in more than
190 countries in a truly global way. In the words of
Freddy Heineken: "We don’t sell beer, we sell
gezelligheid.” The occasion brought our Heineken®
DNA to life, fully encompassed in the theme 150
Years of Good Times, One Way or Another.
Our global partnerships with F1™ and Max Verstappen
inspired our team to push beyond the physical
racetrack onto the virtual racetrack. In August 2023
we launched Player 0.0, a simulation-racing series that
held local tournaments around the world before
hosting a global final. The final took place in
Amsterdam in early December 2023, and four winners
from Canada, Mexico, Brazil and the Netherlands had
the chance to race Max himself, with the winner
crowned as the Player 0.0 champion. This was a bold
step into the social world of gaming and another way
to send out the message of responsible consumption.
tfAINEKEN
Heineken® 0.0 remains the overall leader in
non-alcoholic beers globally.
The Heineken® brand continues to grow across the
world, focusing on building more meaningful
connections with its consumers, expressing our
personality as the most open-minded brand in the
world. Our goal is to be the beer brand of choice for
Gen Z by 2030. The Heineken® brand continues to
establish itself as a protector of quality socialising,
finding opportunities to provoke a more open and
inclusive world. Heineken® 0.0 remains the overall
leader in non-alcoholic beers globally.
IELL1
Heineken
