Heineken strengthening its brands

László Benedek, sales director did not recommend that participants follow the example of the beer industry, as this years expansion was due entirely to the 25 per cent extra tax imposed on non-reusable packaging. Though Heineken’s market position has been improving for years, they have not been able to increase their prices, since there is intense price competition in the market. Instead, they have embarked on intensive brand building, using long term sponsorship agreements and prize games.