Can you please give an overview of your brand?
Heineken has been around for over 150 years and is now one of the most recognisable beer brands in the world, sold in over 190 countries. We’re proud to offer Heineken Original (five per cent ABV) and Heineken 0.0 in a range of formats to suit various consumer occasions ensuring we help our retail customers make the most of the lager category.
How is your brand currently performing?
Heineken Original currently stands as the UK’s number one powerful and distinctive lager1, while Heineken 0.0, the biggest non-alcohol lager in 20242, remains in growth and is now worth £30.1m in the category3, demonstrating the appetite for both premium lager as well as quality low ABV and 0% options.
How is the beer market currently performing?
The UK beer category is worth £5.7bn in the total market4. Within grocery, the beer category is worth £3.96bn5 and in impulse, including convenience and independent stores, this figure stands at £1.3bn6 – demonstrating a huge opportunity for retailers.
How are you supporting your brand and NPD?
We aim to connect Heineken with fans through innovative marketing campaigns, virtual experiences, and local activations. Our sport associations continue to play a vital role in how we do this and create connection with consumers. We’re incredibly proud to support and be the official sponsor to some of the world’s biggest sports such as Formula 1, UEFA Champions League and many more. We celebrated this in retail earlier this year through limited-edition glassware gift with purchase activity which performed really well.
How important are independent retailers to your brand?
Every single one of our customers plays a vital role and with our Star Retailer loyalty programme we can help independent retailers maximise the opportunity by providing category advice tailored to their stores, and by encouraging the development of a profitable and trending beer range.
No matter the size of the store we offer a variety of formats so retailers can tap into occasions that are most popular for their regular consumer customers, whether that be 12x330ml multipacks for sharing with friends and family, as well as those small to medium pack sizes for grab and go moments.
What trends are occurring in the sector?
The lager category is a dominant force in the UK beer market, holding the largest share in both volume and value but we are seeing consumers look for alternatives as they consider mindful consumption moments. This increasing interest for no- and low- alcohol alternatives has gained notable traction across the market and we are ideally placed to provide the perfect solution to the ongoing love of lager as well as the rise in no- and low- alcohol alternatives with Heineken 0.0 – and something we can’t wait to bring you more of in 2026.
Describe your brand in three words.
Distinctive. Original. Quality.
References:
1 Kantar BGS Q2 2025, BAME
2 Nielsen YTD July 6, 2024
3 Nielsen IQ – w/e 28/12/24
4 NIQ YTD – 07.12.24, Total Coverage
5 Ibid.
6 Ibid.