Brands and Brewing
Our brand strategy is to build a strong portfolio that combines the power of local and international brands and which has HEINEKEN at its centre. The consistent growth of our brands requires solid creative brand management, which we coordinate centrally. By carefully balancing our brands portfolios and achieving optimal distribution and coverage, we aim to build and sustain strong positions in local markets.
For the HEINEKEN and Amstel brands, we develop and maintain central guidelines and standards for brand style, brand value and brand development. At a central level we also support local management of the entire brand portfolios, through benchmarking programmes designed to optimise marketing, sales and distribution.