14
Shape the future of beer and beyond
International brands
Premiumisation
Sol - Live from the Sunny Side
Edelweiss - Feel the Alps
Desperados - #InclusiveDancefloors
Introduction
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
Sol believes that sun-powered positivity brightens our
world. Now available in over 50 markets, Sol offers
simple unwinding without overthinking for our
aspirational Gen Z audience group. They are change
makers who stand up to the fear, uncertainty and doubt
of modern times, channelling their energy into positive
actions, combating whatever challenges the world
throws at them. Sol is a brand that shares their values
and provides them with sun-powered optimism. 2023
saw the continuation of the ‘L-I-V-E from the Sunny
Side’ campaign, which broadcasts this message.
Building on the success of last year's award-winning
campaign ‘Feel the Alps’, Edelweiss continues to push
the boundaries of beer communication. Drawing
inspiration from the rejuvenating alpine vistas of
Edelweiss’ origins, the campaign offers viewers a
sensorial journey that captures the essence of the
Edelweiss experience.
Premium beer volume has shown growth in the
majority of our markets, led by Heineken®. Across
2023 we have been building out our premium
portfolio of international brands, complementing
Heineken® by connecting with an even more diverse
range of consumer needs through new line extensions
and through new premium ways of communicating
with our consumers.
Edelweiss is a modern take on a centuries-old wheat
beer recipe, crafted with all-natural ingredients and
infused with a subtle refreshing hint of mountain
herbs (such as sage, coriander and elderflower). It
provides an elevated drinking experience that delights
all the senses. The original Edelweiss wheat beer is
available in six markets. In 2023, Edelweiss Peach and
Red Berries were introduced in the Taiwan market.
In 2023 we introduced the Doorperson Diploma,
part of Desperados’ larger F.R.E.E. platform aimed at
Fostering Respect, Equity and Empowerment on
the dance floor.
For instance, this year Tiger entered new territory with
Tiger Soju Infused Lager, a bold twist on something
familiar, uncaging a new premium Tiger experience.
The brand also partnered with fashion designer Izzy
Du to create the first summer puffer jacket that keeps
the body temperature cool, lowering it by up to five
degrees Celsius using cold beer cans, perfectly pairing
beer with the premium fashion industry.
With Birra Moretti targeting Gen Y consumers in many
markets, our strategy remains focused on the
fundamentals of delighting consumers to build brand
power, but increasingly building direct connections
through premium digital, social and event
engagements. Activities such as ‘Piazza Birra Moretti’
or ‘Slice of Italy’ invite consumers to experience the
elevated Italian life.
Desperados continues to be a strong example of our
forward movement in premiumisation. The spirited
beer brand is now available in over 30 markets
globally, with the zero alcohol line extension
Desperados Virgin available in six markets.
We believe that true togetherness happens when you
feel respected, safe and included, and Desperados has
been working to ensure party-goers feel exactly this on
a night out.
Working together with various partners, Desperados
aims to educate security staff and make nightlife safer
and more inclusive for all, ensuring everyone can
dance without worry. Let's come together to
#ProtectTheParty and create #InclusiveDancefloors
for everyone.
According to research by Desperados, over three-
quarters of people cite dancing as a source of
happiness. Hence the revamped launch in 2023 of
Desperados Dance Club, a dance-powered app
allowing people to dance from anywhere, at any time.
App users turn dance steps into rewards and cash for
charities such as Stonewall and Women in Music in
another bid to make dance floors a safer and more
inclusive space for all.
Heineken
N.V.
Annual
Report
2023
