How Beer Brands Are Driving Growth
Heineken's Innovation Program Manager conveys how customer creativity became a turnkey solution for their global growth.
As global beer brands compete with one another and increased local players, innovation has come to play a more central role in their financial health. Brewbound cites the BeerTAB report to show that there is an overall decline in beer volume sales as craft beer continues to grow.
As the competition heats up, brand managers continue to look towards introducing tactics like new flavors, activation experiences, and packaging to entice the consumer. But Heineken is an interesting example because they have a refined ability to out-innovate their competitors. Note how the innovation programs mentioned below extend the product into the realms of community and audience loyalty.