Heineken Can't Compete With Craft Beer, Says CEO

by The Drink Nation on Aug 26, 2013 in Beer
Heineken Can't Compete With Craft Beer, Says CEO

“You cannot compete with Heineken or any other brand against the craft beer phenomenon.” 

The above sentence, reported by BeverageDaily.com as part of a statement by Heineken CEO Jean-Francois Van Boxmeer, can be taken a few different ways by craft beer enthusiasts. The first instinct is to celebrate his admission — “Of course a macrobeer can’t compete with a craft brew!” — but that’s not exactly what Van Boxmeer means.
 
As would be expected from a CEO of a publicly owned company, he’s not discussing the quality of the product. Van Boxmeer is talking about money, sales, profit and the unending growth a big company like Heineken is supposed to show.
 
Though the “craft beer phenomenon” has less than 10% of the U.S. beer market in sales, that number has been rising. Even more frightening to Big Beer is the fact that as craft beer sales and volume have increased over the past few years, macrobrew sales have begun to decline. 
 
Per Van Boxmeer on the same call, to Societie Generale analyst Jamie Norman: “Craft beers have been taking the lion’s share of beer market growth over the last decade — practically exclusively.” 
 
Craft beer appears to have finally gotten a good foothold in markets around the country, and where there used to be just a few choices — Bud, Miller, Coors (and Heineken as the fancy option) — you’ll now find dozens of different labels on shelves. This is the case even in smaller grocery or beer stores in a less populous areas. Drinkers all over are starting to appreciate beer for its varied flavors and styles, not as just something to chug down as fast as possible.
 
Even though most craft breweries are small, and many struggle to stay afloat, you could say the sector as a whole is “disrupting” the beer market. Some industrial beermakers are trying to address this by coming out with craft beer copycats, beers that are packaged like crafts or have a higher alcohol content and claim to have more flavor, even though they may be produced by the same large brewing facilities as the rest of the macro portfolio.
 
Heineken, it appears from this call, is not planning to go that route. Instead, the Dutch-based brewing company (third largest in the world, after Anheuser-Busch InBev and SABMiller) is expanding its portfolio on the low end — with newly acquired Dos Equis, Tecate and Sol brands — and throwing its marketing weight behind Strongbow cider.
 
Good call, Heineken, good call.
 
Photo via Flickr/environmentblog
Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Neighborhood Bar Crawl: Denver Museum & Golden Triangle

Neighborhood Bar Crawl: Denver Museum & Golden Triangle

Here in Denver we appreciate fine art just like appreciate a fine cocktail....read more ›

by Carrie Dow Jan 22, 2019
Behind the Bar: Dustin Wilson of Verve Wine & the SOMM Film Series

Behind the Bar: Dustin Wilson of Verve Wine & the SOMM Film Series

In this installment of Behind the Bar, we spoke to Dustin Wilson, a Master Sommelier who appeared in the SOMM ...read more ›

by The Drink Nation Jan 21, 2019
You Can Rent a 'Bubble Tap Trailer' To Serve Up Prosecco On the Go

You Can Rent a 'Bubble Tap Trailer' To Serve Up Prosecco On the Go

If you're looking for a unique feature for your next event, look no further - you can now rent a 'Bubble Tap T...read more ›

by The Drink Nation Jan 8, 2019
SPONSORED
Drink Nation Store Rectangle
Ryan Reynolds & Aviation Gin Have Released a New, Hilarious Making-Of Video

Ryan Reynolds & Aviation Gin Have Released a New, Hilarious Making-Of Video

Ryan Reynolds & Aviation Gin have been teaming up to create some of the funniest ads in the business for quite...read more ›

by The Drink Nation Jan 4, 2019
Pedialyte Has a New Product That Might Help Cure Your Next Hangover

Pedialyte Has a New Product That Might Help Cure Your Next Hangover

If you've been picking up Pedialyte at the corner store after a long night of drinking, you're not alone — a...read more ›

by The Drink Nation Jan 4, 2019
Denver's Smok Serves Bold BBQ and Cocktails

Denver's Smok Serves Bold BBQ and Cocktails

Smok Bar Manager Alexis Osborne does things differently....read more ›

by Carrie Dow Dec 28, 2018
Experience Barrel Aged Beer and More at Denver's Banded Oak Brewing

Experience Barrel Aged Beer and More at Denver's Banded Oak Brewing

Founder Will Curtin had an idea for big flavorful barrel aged beers using mostly wine barrels....read more ›

by Carrie Dow Dec 21, 2018
Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler has a new role - she has opened a wine store, Zula Wines & Spirits, in Brooklyn's Park Slope, according to Eater. ...read more ›

by The Drink Nation Dec 11, 2018
Denver's Most Festive Holiday Beverages

Denver's Most Festive Holiday Beverages

Here are some of Denver's most amazing beers, wines, and cocktails to enjoy this December. ...read more ›

by Carrie Dow Dec 11, 2018
A Taste of Maine Comes to Denver at Maine Shack Pop-up

A Taste of Maine Comes to Denver at Maine Shack Pop-up

Denver's culinary offerings will highlight tasty New England....read more ›

by Carrie Dow Nov 30, 2018
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close