Heineken’s premium beer volumes increased 5% in FY2024, led by brand Heineken which grew 9%.
That compares 1.6% growth across Heineken’s portfolio as a whole, and 2% across mainstream brands.
Scaling up premiumization is one of Heineken’s five strategic priorities, outlined in its EverGreen 2025 strategy.
Premium potential
Premium beer, Heineken notes, has growth more than twice as fast as mainstream beer over the last 20 years.
And it’s profitable: with a more than 50% higher gross profit/hl than the category.
Heineken’s premium portfolio is led by brand Heineken, accompanied by Heineken Silver (a light lager that’s promoted as lower alcohol, lower carb and lower cal for a ‘new generation of drinkers’).
Then there’s also alcohol-free brew Heineken 0.0: which has performed strongly since its launch in 2017.
Brand Heineken saw volume growth of 8.8% versus last year, with growth coming from across 53 markets but most notably in key areas such as Brazil, China, Vietnam, and Nigeria. Heineken Silver volumes grew even faster - in the mid thirties - led by China and Vietnam.
That’s accompanied by international brands such as Kingfisher Ultra, Birra Moretti, Tiger and Desperados and local champions such as Ichnusa and Aguila.
“Brand Heineken is leading, once again, our portfolio,” said Dolf van den Brink, CEO, Heineken.
“The sustained momentum behind the Heineken brand continues at pace. The innovation of Silver and 0.0 have been additive to growing volume and brand power of Heineken original.
“Total Heineken has grown 75% since 2018. Heineken’s growth continued into 2024, adding 9% growth with 24 markets in the double digits, most notably in Brazil, China and Vietnam.
“Heineken 0.0 and Heineken Silver have been once again strong contributors, up 10% and 34% respectively.
“I’m also especially proud that the Heineken brand continues to be admired for its creativity, in both idea and execution. Our award-winning campaign celebrates social moments around our brands, and we continue to leverage global partnerships such as Formula 1 and both the men’s and women’s UEFA Champions League.”
Heineken FY2024
• Revenue €35,955 million
• Net revenue (beia) 5.0% organic growth, per hectolitre 3.5%
• Beer volume 1.6% organic growth; Heineken volume up 8.8%
• Full year 2025 outlook: 4% to 8% operating profit (beia) organic growth
Global trend
Premium is growing consistently across markets.
In the UK premium volumes expanded ‘high-single-digit’, led by Birra Moretti as the #1 lager in the on-premise, accompanied by innovation Sale Di Mare. Across Europe, premium beer volume grew by mid-single-digits: also led by Heineken, Birra Moretti but also ‘next generation brands’ such as El Águila in Spain and Texels in the Netherlands
In Nigeria, ‘strong premium growth’ was led by Heineken and Desperados. In the Americas, the premium portfolio grew mid-single-digit, again led by Heineken. Continued premiumization has too been a focus in Brazil: Heineken achieved growth in the low-teens, marking the 11th consecutive year of double-digit volume growth. Amstel grew by a high-single-digit, becoming a top 5 brand in Brazil. Heineken 0.0 grew mid-teens, continuing to lead the non-alcoholic beer segment.
In Asia, premium beer volume also grew mid-single-digit while India has seen particular momentum: the premium portfolio, led by Kingfisher Ultra and Heineken Silver, grew mid-thirties, accompanied by the launch of Amstel Grande to expand premium offerings.
Heineken's 5 strategic priorities
- Shape the future of beer and beyond (including premium, low/no and beyond beer)
- Digital – become the best connected brewer
- Productivity – fund the growth, fuel the profit
- Sustainability – raise the bar on sustainability and responsibility
- People – unlock the full potential of people
