EverGreen 2030 strategy focuses on accelerating growth, productivity, and future-proofing the organization through digital transformation, with a hierarchy of future-fit organization, growth, capital efficiency, and sustainability.
Growth is driven by a differentiated approach across geographies, segments, and brands, with 17 key markets targeted for about 90% of future growth and tailored strategies by market archetype.
Focus is on fewer, bigger brands, with investment concentrated on 5 global and 25 local power brands, and 80%+ of marketing and selling expenses behind these priorities.
Digital transformation is central, with a modular, cloud-based digital backbone, €1bn+ investment, and AI-driven insights and execution via Freddy AI.
Sustainability remains a core pillar, with updated targets for net zero, water usage below 2.6 hl/hl, and 40% women in senior management.
Mid-term ambition is mid-single-digit organic net revenue growth, with operating profit, EPS, and capital efficiency outpacing revenue.
Annual gross savings of €400–500 million targeted, supporting over 90% cash conversion and continued investment in brands.
ROIC and cash conversion are key metrics, with ROIC included in senior management incentives and a goal to keep net debt/EBITDA below 2.5x.
Capex is optimized to 7–8% of net revenue, with sufficient capacity in focus markets to support growth without major new investments.
Dividend payout ratio maintained at 30–40% of net profit, with share buybacks as capital allows, and FX headwinds of 2–3% expected.
Portfolio is streamlined through acquisitions in high-growth markets and divestments from low-growth or non-core assets, focusing on scaling proven models globally.
Supply chain is transformed for agility and efficiency, with fewer breweries, optimized production flows, and digital connectivity.
HEINEKEN Business Services is expanded to centralize and automate support functions, delivering 8–10% productivity per year.
Procurement excellence initiatives consolidate suppliers and leverage digital tools, targeting 60% of value enabled by digital solutions.
Leadership and culture are being transformed, with new leaders, updated incentives, and a global graduate program to attract top talent.
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With more than 300 beer and cider brands, Heineken is the number one brewer in Europe and number two in the world. The company develops new drinks, acquires new brands, and markets them globally. There are many subsidiaries, and you might recognize Tecate, Amstel, Birra Moretti, Dos Equis, Sol, Carta Blanca, and Red Stripe. Some of Heineken’s competitors are Carlsberg Group, Anheuser-Busch InBev, and Diageo.
The company was founded in 1864 by Gerard Adriaan Heineken, who, at only 22 years of age, bought a brewery called De Hooiberg (The Haystack) in Amsterdam. His son, Henry Pierre Heineken, managed the company from 1917 to 1940. During his tenure, Heineken invested in maintaining consistent beer quality during large-scale production and exports. Only three days after the prohibition ended in the US, the first Heineken shipment landed in New York.
This Amsterdam-based Dutch brewing company employs over 85,000 persons and has operational facilities in more than 70 countries. If you’re in Amsterdam, however, you should visit the Heineken Experience; the original brewery of Heineken, which closed in 1988 and is preserved as a museum.
There’s more to Heineken than meets the eye; their specialty, the A-yeast, is the main factor behind the beer’s rich flavor and taste. It was cultivated in 1886 by French chemist Louis Pasteur student and is still used solely by Heineken today.
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