EverGreen 2030 strategy focuses on delivering superior and balanced growth, with a clear hierarchy: future-fit organization, growth, productivity, capital efficiency, and sustainability & responsibility.
Four key shifts: sharpen differentiation across markets, shape category leadership, focus on fewer, bigger brands, and scale execution with AI.
17 focus markets drive about 90% of growth, with tailored strategies by market archetype (Value, Advancing, Developed).
Investment is concentrated on 5 global brands and 25 local power brands, with 80%+ of marketing and selling expenses behind these priorities.
AI and digital transformation are central, with Freddy.ai in-house agency and a €1bn+ investment in a digital backbone to drive efficiency and insights.
Medium-term ambition is mid-single-digit organic net revenue growth, with profitability and capital efficiency improvements.
Annual gross savings of €400–500m targeted, supporting >90% cash conversion and continued investment in brands.
ROIC and cash conversion are key metrics, with ROIC included in long-term incentives and a goal to keep net debt/EBITDA below 2.5x.
Capex 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 additional share buybacks as capital allows.
Portfolio optimized through acquisitions in high-growth markets (e.g., India, Southern Africa, Central America) and divestments from low-growth or non-core assets.
Supply chain transformed for agility and efficiency, with fewer breweries, optimized production flows, and digital connectivity.
HEINEKEN Business Services 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.
Sustainability goals include Net Zero Scope 1 & 2 by 2030, water usage below 2.6 hl/hl, and 40% women in senior management.
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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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