I
O0
15
Shape the future of beer and beyond
Explore beyond beer
Leading the cider category
Stretching beyond beer
Pioneer choice in low-
no-alcohol
Introduction
Sustainability
Review
Other
Information
Financial
Statements
Report
of the
Supervisory
Board
Report
of the
Executive
Board
Cider volume closed the year at 7.1 million hectolitres
following the acquisition of Distell in South Africa.
Volume declined on an organic basis, d riven by the
UK. Nonetheless, cider is facing positive momentum
in the Mexican market, in Australia, and is on a global
journey to return to growth. In the UK home market,
2023 has seen total cider volume share return to
growth in a declining market, driven by continued
success of Inch’s and Old Mout. Strongbow is
improving following a brand relaunch, new flavour
innovation and significant marketing investment. In
South Africa, our cider portfolio outperformed the
category and strengthened our leadership position,
driven by the strong performance of Savanna..
In 2023, we have remained committed to win
with our expanding portfolio of refreshing brands
beyond beer.
For instance, Zagg is a malt-based energy drink that
provides a powerful functional offering: the energy
of malt on top of other energy boosting properties,
differentiating us from traditional energy players.
This year we fuelled its growth even further. The brand
was launched in Nigeria towards the end of 2022 in a
challenging market situation. However, it was able to
rapidly achieve significant market share growth
supported by a through-the-line activation plan. Zagg
expanded its footprint this year to Congo Brazzaville
and Sierra Leone, demonstrating the strong potential
to expand further in the region and beyond. ‘That’s
Our Kind of Energy’ is the first-ever Zagg campaign
that, through people-centred stories, engages the
consumer and further drives differentiation and
brand affinity.
Additionally, in 2023 Red Stripe celebrated the launch
of its new Rum Punch and Rum Mojito canned
cocktails during the culmination of Caribbean-
American Heritage Month by hosting its DanceHall of
Fame, a celebration of Caribbean music and culture.
Amstel Vibes line extension was also
launched in Brazil.
alcoholic beverages available. Wherever you can buy
Heineken®, you can also find Heineken® 0.0. Our great
portfolio of global and local brands offering 0.0
options continues to grow, with favourites already
including Amstel Oro 0.0 Tostada, Birra Moretti Zero
and Desperados Virgin 0.0. In 2023 we launched
Tecate 0.0 in Mexico.
In 2023 we also continued to innovate and extend 0.0
options beyond beer. Clash’d is our new soft drink
from Brazil that goes through an artisanal quality
process which elevates the flavour. Unlike anything
you’ve ever tasted, it can be found in the refreshing
flavours of golden apple-lemongrass-mint, Sicilian
lemon-strawberry-ginger, and red fruits-hibiscus.
Heineken
N.V.
Annual
Report
2023
Zero alcohol is no longer just for Dry January.
Consumers’ reasons for moderation are changing
and regular alcohol consumption is decreasing with
younger generations. The global trend for wellness
continues, and we see continued growth in the
hydration segment, offering healthy adult
refreshment without the compromise on taste. The
non-alcoholic beer and cider portfolio grew volume by
a mid-single-digit led by Heineken® 0.0, growing in the
double-digits in 16 markets, further consolidating its
position as the #1 non-alcoholic beer brand globally.
