WORLD ACCLAIMEL
HOPP'I
13
Shape the future of beer and beyond
International brands
Introduction
J
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
Amstel - The spirit of Amsterdam
2023 was a year in which Amstel continued to
outperform on revenue and equity growth, with
volume growth in high-single digits. Amstel is the
second-largest international beer brand in our
portfolio in the Europe and the Africa, Middle East
Eastern Europe regions, and it is the third-largest in
the Americas. Amstel is available in over 110 markets
across the world.
Amstel’s global positioning of welcomeness and
inclusion resonates across the world while innovations,
such as Amstel Ultra in the Americas and the new
Amstel Vibes in Brazil, boost Amstel’s performance.
Amstel’s ambition remains: To welcome consumers
into the world of international and premium beer,
owning the accessible premium opportunity.
Birra Moretti - Enjoy life’s simple
pleasures
Born in 1859 in Udine in Italy, Birra Moretti brings
an authentic taste of Italy to consumers, reminding
them to savour life’s simple pleasures. Available in
over 40 markets globally, the brand is one of the
fastest growing premium beer brands in its heartland
of Europe, driving incremental category value and
volume, and shaping the future of beer. In 2023
Birra Moretti continued its international range
expansion, launching Sale di Mare - an unfiltered
lager enriched with a hint of Italian sea salt. This
unique combination creates a beautifully refreshing
beer that is full of flavour, perfect for an aperitivo
moment and food pairing.
Birra Moretti also launched the ‘Live Italian’ series on
Amazon Prime. This innovative mini-series welcomed
three celebrities to Birra Moretti’s home to experience
authentic Italian activities like cooking, music and
sports. Each episode transported viewers to Italy and
inspired them to embrace life’s simple pleasures and
make the most of the things that really matter.
Tiger - Feel the twist
Since 1932, Tiger has been inspiring consumers
around the world to ignite their inner tigers, making
Tiger the #1 international premium beer from Asia.
Tiger is now available in 60 markets, having been
rolled out in Indonesia this year. Tiger Crystal, the line
extension marked by its unique brewing process called
‘Cold Suspension’, is growing double-digits in volume
across Asia.
In 2023, Tiger expanded beyond beer, launching
Tiger Soju infused lager with the intent to bring the
Tiger brand to younger generations. Tiger Soju is an
easy-to-drink lager infused with a touch of soju in a
range of natural flavours, bringing a hint of sweetness
and a refreshing beer aftertaste, uncaging a bold new
Tiger experience.
Launching a new product unknown to any audience,
Tiger needed to be clear about what Tiger Soju
infused lager brings to the table. It is a bold twist on
something familiar: Tiger beer infused with soju spirit.
To celebrate this collision of Asian cultures, Tiger
partnered with G-Dragon (leader of BigBang), a
renowned South Korean artiste and international
trendsetter at the forefront of music, fashion and
culture. In the campaign, G-Dragon leads the way
through a portal to discover a bold new twist and a
place where Asia's cultures collide, opening minds to
an entirely new experience and taste.
Lagunitas - Weirdly original
Lagunitas brews weirdly original beverages for weirdly
original people. Born in Northern California in 1993
on a kitchen stove, Lagunitas has since been made
available in more than 40 markets. In 2023 the brand
leaned into its uniqueness and originality with the
new ‘Weirdly Original’ campaign, which highlighted
consumer favourites like the flagship IPA and
Maximus. Lagunitas Hoppy Refresher, a zero alcohol
sparkling hop water that continues to be the US
market leading Hop Water product, rolled out new
Berry Lemon and Blood Orange flavours this year.
The brand also brought out new packaging to better
reflect its quirky personality, featuring the famous
Lagunitas dog and improving visibility on
store shelves.
Heineken
N.V.
Annual
Report
2023
Over 40 global awards
and counting
MOi
