4,331 $m
Leading up to its 140th birthday this year, Heineken created many opportunities to say “cheers.” Rolling out its new Star green bottle in key markets as part of the celebrations has helped create a distinct visual identity for the brand. Innovative marketing and aggressive global expansion has helped Heineken to once again outperform the overall beer market and international premium segments with a solid 5.3 percent organic growth in 2012 and double-digit growth in fast-developing markets. The brand’s innovative approach to marketing won it a record number of awards from the Cannes Lions Festival of Creativity 2013, including its first ever Grand Prix in Creative Effectiveness for its “Open Your World” campaign. Its “The Express” campaign promoted the brand’s product integration partnership with the most successful James Bond movie yet, Skyfall, in which Bond’s character was seen, for the first time ever, holding a Heineken on screen. Increasing its global visibility and solidifying its position as a premium global beer, the iconic Dutch beer brand completed its acquisition of Singapore-based Asia Pacific Breweries for USD $4.6 billion earlier this year. This acquisition will help Heineken build an even stronger platform for expansion across Asia, a key market for growth, and to extend last year’s USD $6.4 billion deal to buy the remaining shares of APB’s Tiger beer brand. Strong growth and messaging strategies are clearly paying off for Heineken.