Pouring Money into Marketing: Heineken’s Bold Move to Entice Beer Lovers with Upmarket Brews

Investing in your marketing is like pouring yourself a cold Heineken – refreshing and effective. Heineken, the world’s second-largest brewer, knows this all too well, having increased its marketing and sales spend by almost a fifth (22.4%) to £2.4 billion (€2.7 billion) last year.

Despite inflation concerns and the cost of living crisis, Heineken’s group CEO, Dolf Van den Brink, said the company would continue to increase its marketing spending to attract customers to its ‘upmarket’ products. In fact, the Dutch company’s marketing and selling expenses are now higher than they were pre-Covid-19, demonstrating the importance of marketing in the current climate.

With premium brands like Birra Moretti, Amstel, and Tiger outperforming the total portfolio, it’s clear that investing in marketing pays off. So, raise a glass to Heineken’s marketing strategy and consider what increasing your own marketing budget could do for your business. Cheers!

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