u
Results show
momentum is
clearly building
across the whole
portfolio
n
Dolf van den Brink
reinvents beer marketing in
terms of message, media
and money
How is the US beer
industry changing?
Over the past few years, the US beer
industry has both consolidated and
expanded at the same time. In terms of
consolidation, the impact of the InBev
takeover of the former market leader
Anheuser-Busch and the MillerCoors
Joint Venture in 2008 were considerable.
On the other hand, there are now
around 2,000 craft beer companies
that have helped expand the category.
At HEINEKEN, we have a robust
portfolio that appeals to a wide range
of consumers. The acquisition of the
brand portfolio from Cuauhtémoc
Moctezuma, and Scottish Newcastle
has allowed us to expand our portfolio
by offering Dos Equis, Tecate, Sol,
Bohemia, Carta Blanca and Newcastle
Brown Ale.
Is the popularity of craft beers in
the US good news for HEINEKEN?
The craft brewing movement has helped
romanticise beer again and has placed
an emphasis on quality. This has been
good for the image of beer, especially
in a period when wine and spirits have
increased their share against beer in
the US. However, it has also increased
competition for shelf space in our retail
outlets. Despite the number of SKUs
doubling every five to six years, they
are still being squeezed into the same
amount of fridge space, so that is
becoming a big challenge and issue for
the industry.
Is Newcastle Brown Ale holding its
own against craft beers?
Much of Newcastle Brown Ale's success
can be attributed to the limited editions
introduced in 2011. In the final quarter
World of HEINEKEN Quarter 2 2012
