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  • How is Heineken getting Brazilians excited about beer?
  • How is Heineken getting Brazilians excited about beer?
    Heineken Brazil (2019) ©
CASE STUDY

Heineken: socially-minded beer marketing

Offering activations that focus on fun, safety, and engagement, beer brand Heineken has been working to boost its profile and engagement in Brazil. Amid changing drinking habits and a growing taste for premium and craft beer, the company is growing in popularity among Brazilians.

Location Brazil

Scope
Ranking as the third-largest market for beer, Brazil is becoming a key battleground for global brewers. Heineken, the second biggest beer maker in the world, and in Brazil, is battling rival AB InBev for the Brazilian beer crown. In 2019, the company purchased the Brazil operations of Kirin Holdings Co Ltd for $1.2 billion. [1][2] Despite an impressive 12-point increase in market share between 2010 and 2017, which helped the Dutch brewer to reach 20.4%, its main competitor stands solidly at unlikely-to-be-ousted 63.8%. [3]

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