"Cider is an
opportunity
to attract
non-beer
drinkers to
the Heineken
portfolio"
At Heineken's Financial Markets Conference
in November, Alexis Nasard, Chief Commercial
Officer, announced: "By 2020 Heineken
wants to double worldwide turnover from
innovation, from the current 3% to 6%."
Heineken CEO, Jean-Frangois van Boxmeer,
added that, "Heineken will stimulate growth
in Europe through innovations, such as
the expansion of our cider activities." In a
shrinking European beer market, the growing
cider segment offers enormous potential
for something new, particularly for adult
consumers who currently don't drink beer.
World of Heineken 43 winter 2010
Between 2005 and 2009, the global cider market
experienced an 11% growth in value and is forecast to
grow by a further 18% in the next three to five years.
Current global cider consumption is an estimated
16 million hectolitres per year, with around 13 million
hectolitres of this volume in Europe. So it comes as
no surprise that Heineken has identified cider as a clear
opportunity.
"Both in terms of value and volume, the cider category
represents a valuable growth opportunity for Heineken
and its customers," explains Cider Category Manager,
Karen O'Neill. "First and foremost, cider offers broader
choice to young adult consumers who are looking for a
natural, accessible, refreshing drink. Served over ice, it
satisfies the consumer's desire for differentiation and a
serving ritual.
"It also represents a credible alternative for young
adult consumers who do not currently drink beer," she
