Heineken eyes light beer opportunity in the US
According to reports, Heineken had seen an opportunity in the US market’s light beer category prior to the recent backlash against its Bud Light promotion and is set to move quickly this year to win over US consumers.
Heineken USA’s chief executive Maggie Timoney told Reuters that there is room for the Heineken Silver brand to grow among “premium” lagers and that Heineken plans to win over Americans with more than two million free samples this year, most notably during its partnership with the US Open tennis and as title sponsor of the Las Vegas Formula One Grand Prix
However, despite the opportunities present for Heineken to step in and claim the light beer crown, there are rumblings among industry analysts suggesting that the feat might not be as simple as it seems.
For instance, in recent data from Euromonitor International, sales volumes of established light brands have reportedly plummeted at a faster pace than the US beer category as a whole over the past six years due to craft beers and hard seltzers effectively stealing market share. Despite the dip, Euromonitor International revealed that sales of light beers still make up nearly half of the US beer market and generated US$118 billion in 2022.
Despite Heineken’s bold plans, Bernstein Research drinks analyst Trevor Stirling said that Heineken still needed to work a lot to get young consmers to reconsider the Heineken brand that “your Dad or Grandad drank”.
Related news
Shein unveils UK investment plans and launches ‘circularity fund’
Shein has pledged to invest £211m (€250m) over the next…
Read more >Target kicks off back-to-school season with emphasis on value
A diszkontóriás július második hetében indította el iskolakezdési kampányát, amelyben…
Read more >Zamárdi’s own beer also debuted at the Balaton Beer Weekend
From Friday afternoon to Sunday night, guests could taste 40…
Read more >Related news
A Hungarian specialist became Danone’s Eastern and Central European sales manager
From this July, Enikő Bolyós organizes and manages the company’s…
Read more >Recent research: almost half of Hungarians do not use sun protection cream, and moreover, they do not avoid the sun in the midday hours either
According to a recent, representative research, only 8 percent of…
Read more >The GVH fined Booking almost HUF 400 million with a record fine
Booking did not fully fulfill its obligations requiring the termination…
Read more >