Find happy hours and drink specials anywhere you are

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:
 
Behind the Bar: Tory Pratt of Pratt Standard

Behind the Bar: Tory Pratt of Pratt Standard

In this edition of Behind the Bar, we chatted with Tory Pratt, the founder of Pratt Standard....read more ›

by The Drink Nation Mar 7, 2019
D.C.'s Best Beer Bars

D.C.'s Best Beer Bars

Where's the best place to get your brew on? From beer gardens to bars, here are some of our favorite spots to knock back a few pints....read more ›

by Lanna Nguyen Mar 5, 2019
Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Ridley Scott has directed a four-minute short film for Hennessy X.O. visualizing the seven flavors of the high...read more ›

by The Drink Nation Mar 4, 2019
SPONSORED
Drink Nation Store Rectangle
Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

On this edition of Behind the Bar, we had the honor to sit down with Chris Morris, the master distiller at Woo...read more ›

by The Drink Nation Feb 28, 2019
Neighborhood Bar Crawl: H Street

Neighborhood Bar Crawl: H Street

From Asian street food and ramen to cocktail dens, H Street has a mix of it all. Check out some of our top spots to visit when dining and drinking at ...read more ›

by Lanna Nguyen Feb 19, 2019
Haagen-Dazs is Making Booze-Infused Ice Cream

Haagen-Dazs is Making Booze-Infused Ice Cream

Step aside, after dinner drinks - Haagen-Dazs is releasing a line of spiked ice cream....read more ›

by The Drink Nation Feb 19, 2019
Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

If you love tequila and traveling in style, you're in luck - Jose Cuervo has a new all-you-can-drink tequila t...read more ›

by The Drink Nation Feb 19, 2019
You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

After a news story about a woman in Texas who was asked to leave Walmart for drinking wine out of an empty Pringles can went viral, one enterprising E...read more ›

by The Drink Nation Feb 5, 2019
Where to Grab a Drink After a Day of Ice Skating in D.C.

Where to Grab a Drink After a Day of Ice Skating in D.C.

Here are our top picks for where to warm up after getting your skate on....read more ›

by Lanna Nguyen Feb 5, 2019
Detox With These Low-Alcohol Cocktails in D.C.

Detox With These Low-Alcohol Cocktails in D.C.

Lots of drinkers do dry months, but if you can't commit to doing a completely alcohol-free month, here are some great options for lower-alcohol conten...read more ›

by Lanna Nguyen Jan 22, 2019
SPONSORED
View all Articles

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

Close