Tucked away in the Jordaan, Papeneiland is more than a bar. It is a living room for locals, a meeting place for neighbours, and a reminder of why bars matter, not just as places to drink, but as spaces where human connection thrives. In this episode, Praise the Bar captures the quiet magic of sitting shoulder to shoulder, striking up conversations with strangers, and sharing moments that feel spontaneous, real, and deeply human. 

Through the voices of regulars and visitors alike, the episode reflects on how bars like Papeneiland foster closeness in an increasingly individualised world. Whether it’s the comfort of familiar faces, the ease of talking to someone new, or simply being present together in the same space, the bar emerges as a powerful social equaliser, a place where everyone belongs. 

Praise the Bar is HEINEKEN’s first‑ever original digital mini‑series, created as a cinematic tribute to the pubs and bars that bring people together across cultures and communities. Filmed in real venues with real people, the series blends documentary‑style storytelling with a deep respect for local bar culture, highlighting the role these spaces play in everyday life, one beer and one connection at a time. 

Following its opening episode in London, the Amsterdam chapter reinforces a universal truth at the heart of the series: when people gather around a bar, something meaningful happens. Conversations start. Barriers fall. Communities grow. 

Episode two of Praise the Bar is now available on HEINEKEN’s YouTube channel, inviting viewers everywhere to celebrate the places that help us connect and the moments that only happen when we come together at the bar. 

Watch the full episode here: https://youtu.be/Wq94-mv6wyQ  

END 

As part of Heineken®’s long-standing sponsorship of Coachella Valley Music & Arts Festival, the brand will unveil an exciting innovation to connect fans through a shared love of music at this year’s festival.

With research revealing that 97% of music fans globally believe it has the power to unite people, and more than half (55%) admitting they want to meet others with similar music tastes at live events, The Clinker has been designed to celebrate music as a shared language and the ability it has to bring people together.

Helping fans overcome the social barriers of a festival setting, The Clinker is a smart band that wraps around Heineken® cans and glasses, turning every ‘cheers' into a chat and a way for fans to find their people. The unique tech syncs with fans' streaming data to detect musical commonalities with a simple ‘clink’. When two cans touch, a compatibility light signals a match and allows them to connect on social media, turning festival strangers into exciting new connections through shared passion points.  

Despite the social nature of festivals, many connections remain fleeting. Heineken®’s research also reveals that while 77% of music fans have connected with someone at a live event, those interactions rarely last beyond the moment. The Clinker is designed to turn spontaneous encounters into more meaningful connections by helping fans instantly find common ground through the music they love, allowing them to swap details and connect on social media via its web-based app, turning shared fandom into friendships that go beyond the festival field.

While Coachella will be the first social experience where consumers can try The Clinker, available on festival grounds only at Heineken® House, this innovative technology is a broader expression of Heineken®’s ongoing Fans Have More Friends platform. Launched earlier this year, Fans Have More Friends aims to elevate fan experiences at major music and sporting events by creating more opportunities to turn shared fandom into a catalyst for sociability.

Fans who want to try The Clinker at Coachella are encouraged to pre-register for the device at the following link and be quick on the day, as bands are limited and distributed on a first-come, first-served basis: www.heineken.com/clinker. 

To see how The Clinker technology comes to life, visit: https://youtu.be/zHVqbklWARU 

- END - 

Notes to editors

Media contact:
Heineken@wearetheromans.com 

Research:

Heineken® commissioned a survey of 10,000 music fans of legal drinking age in the UK, USA, Brazil, Mexico, Italy, Spain, Vietnam, China, Nigeria, and South Africa. Conducted by Focal Data, January 2026.

About Fans Have More Friends (FHMF):
Fans Have More Friends is Heineken®’s global sponsorship platform that champions sociability by showing that fandom is better when shared, especially with a Heineken®. By uniting Heineken® sponsorships under one platform, the brand turns peak fan energy into real-world connections, enabling shared experiences and building communities around the biggest cultural moments.

HEINEKEN today announced that Asia Pacific Breweries Singapore (APBS), its wholly owned subsidiary in Singapore, will shift to an import-based supply model supported by HEINEKEN breweries across the region. The move, part of HEINEKEN’s EverGreen 2030 strategy, will maintain and deepen Singapore’s role as a base for regional commercial operations, logistics, innovation and GenAI-enabled capabilities. 

Singapore will remain the global home of Tiger Beer, with the brand’s global leadership anchored in Singapore—setting strategy, shaping creativity, and guiding direction and R&D that support the brand worldwide. Singapore will also continue to play a pivotal role within HEINEKEN’s Asia Pacific network by driving brand building, commercial excellence and innovation. 

Large-scale brewing at the Tuas brewery will be phased down progressively by the end of 2027 to support a more agile regional supply approach. Over time, the Tuas site will be redeveloped to support regional logistics and include a pilot brewery for innovation. 

As part of the business model change, HEINEKEN will: 

• Strengthen regional logistics and customer service coordination from Singapore to support key import markets.
• Redevelop the Tuas site to support regional logistics and innovation activities, including a pilot brewery.
• Reinforce Tiger Beer’s global brand leadership and stewardship from Singapore.
• Build on the global GenAI Lab in Singapore to support productivity and decision-making across the world. 

To support the import-based supply model, HEINEKEN will reallocate large-scale production to established regional breweries in Malaysia and Vietnam. In Singapore, APBS will focus on regional commercial operations, demand planning, packaging adaptation, export-market services and innovation support. 

These changes reinforce HEINEKEN’s long‑term commitment to Singapore and its intention to maintain and deepen its presence as a strategic base for the region. As part of the company’s EverGreen 2030 strategy to deliver growth and long‑term value, HEINEKEN will continue building Singapore‑based capabilities over time. Tiger Beer, founded and led from Singapore, will also continue to be built and shaped in the country as it grows its presence worldwide.

END

Notes to editors 

Press enquiries  

Marlous den Bieman  

E-mail: pressoffice@heineken.com   

Tel: +31-20-5239-355   

Investor and analyst enquiries 

Tristan van Strien / Lennart Scholtus 

E-mail: investors@heineken.com 

Tel: +31-20-5239-590 

EverGreen 2030 is HEINEKEN’s long-term strategy to drive sustainable growth, improve productivity and build a future-fit organisation. 

About the HEINEKEN Company HEINEKEN is the world's pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local, and specialty beers and ciders. With HEINEKEN’s over 87,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants, and other production facilities in more than 70 countries. Most recent information is available on our Company's website, and follow us on LinkedIn and Instagram. 

About Asia Pacific Breweries Singapore (Part of the HEINEKEN company) Established in 1931, Asia Pacific Breweries Singapore is the home of the world-acclaimed Tiger Beer, and we house an unparalleled range of premium beer like Heineken® and Guinness. People are at the heart of our business, and we ignite the moments that brew the joy of true togetherness. Sustainability is embedded in how we operate through HEINEKEN’s “Brew a Better World” strategy, with commitments to help build an inclusive, fair and equitable world. 

HEINEKEN Costa Rica will be the name of the company’s new operation following the integration of beverage, food, and retail operations acquired from Florida Ice and Farm Company (FIFCO) on January 30, 2026. The official unveiling of the new name and logo consolidates a new chapter for its presence in Central America, reinforcing the group’s regional strategy and expanding its global footprint.

HEINEKEN Costa Rica counts more than 4,600 employees, 4 manufacturing plants, 13 distribution centers, and more than 50 prestigious brands, including Imperial, Tropical, Pilsen, Bavaria, Ducal, the traditional HEINEKEN portfolio, as well as Musi and Musmanni stores, among others. HEINEKEN Costa Rica maintains a strong sustainability agenda and philosophy, aligned with HEINEKEN’s global commitments on water conservation, carbon emission reduction, circularity, diversity, equity, and inclusion, and promoting responsible alcohol consumption.

The new HEINEKEN Costa Rica logo
The new HEINEKEN Costa Rica logo seamlessly and symbolically merges the legacies of two century-old companies. The green and light blue barley seed reflects local heritage and incorporates iconic elements such as the crest of the Imperial beer eagle and the palm tree from Tropical soft drinks. This is complemented by HEINEKEN’s iconic red star and typography, representing the strength and consistency of the global brand. This symbol marks the beginning of a new chapter in Central America and reflects the ambition to integrate both legacies into a single identity.

Strategic integration with regional impact
The incorporation of these operations strengthens HEINEKEN’s EverGreen 2030 strategy, focused on premiumization, innovation, and long-term sustainable growth. HEINEKEN Costa Rica is positioned as a regional hub for commercial execution, portfolio development, innovation, and logistics strength across Central America.

HEINEKEN Costa Rica becomes one of the top five operations by operating profit within the company’s global ecosystem, enhancing its ability to grow as a multi-beverage company, generating value and synergies, and strengthening both revenue generation and operational efficiency in high-growth markets.

Global leadership presence at the unveiling

In this new phase, Rolando Carvajal Bravo will continue to lead the operation as General Manager of HEINEKEN Costa Rica, ensuring stability, continuity, and integration grounded in deep local market knowledge and the sustainability legacy built by the Costa Rican team. HEINEKEN Costa Rica will maintain its current services and operate as normal.

END

A powerful new documentary capturing the true story of one village’s fight to save its last local pub premiered yesterday at the Dublin International Film Festival.

Directed by award-winning Irish filmmaker Gar O’Rourke, whose film Sanatorium was selected as Ireland’s entry for Best International Feature Film at the 2026 Academy Awards, The Pub That Refused To Die chronicles how 26 residents of Kilteely, Ireland, came together to save the heart of their community before it was lost for good. 

Last year, the County Limerick village (population 214) was facing the closure of its only surviving pub, Aherns, after already seeing its shops, post office, and other pubs shuttered. When long-time publican Noreen Ahern, nearing retirement and working close to 90 hours a week, could no longer keep the doors open, the village stood to lose its final social hub.

Rather than let that happen, 26 locals from all walks of life, including a barrister, dairy farmer, carpenter and gardener, took matters into their own hands. With no hospitality experience, they rallied together to buy, reopen, and relaunch the newly-named ‘Street Bar’ last summer.

When The Street Bar’s local Heineken® Sales and Service Rep, Shane Boland, learned of their efforts, he ensured the brewer stepped in to support. Shane, who features in the new documentary, worked closely with the new publicans to provide business advice, support, bar staff training through the Heineken® Ahhh-cademy, and ensured they were set up with the right tools and equipment to help them not only reopen, but begin rebuilding the business for the long term. Today, the renewed pub has since become a thriving community space once again, a symbol of pride and what people can achieve together.

To shine a light on the story, the international brewer enlisted the help of Gar O’Rouke to create The Pub That Refused To Die to showcase the determination, resilience, and collective spirit that transformed a looming closure into a symbol of community pride.

While the film focuses on one Irish village, the issue is far bigger. Pubs and bars are closing at an alarming rate in Ireland, with an estimated 2,100 pubs closing between 2005 and 2025, around one every three to four days*, while the picture across the UK is even more stark with 375 closures recorded across England, Wales, and Scotland in 2025 alone, up from 350 in 2024*, the equivalent of nearly one pub shutting every day.

Sociologists describe pubs as essential “third places” - informal settings beyond home and work where communities connect, share stories, and maintain everyday social bonds. Research shows that when these spaces disappear, communities lose far more than a business; opportunities for social interaction are eroded, and feelings of isolation increase.

In the past year, a growing number of local communities across the UK and Ireland have come together to save pubs at risk of closure, pooling resources, forming co-operatives, and taking ownership of spaces that matter deeply to local life. While closures continue, these stories point to a renewed belief in the pub as something worth fighting for.

To help prospective publicans, Heineken® is launching a new online resource hub to provide tools, guidance, and inspiration to help communities safeguard their local pubs and encourage others to follow in Kilteely’s footsteps.

The Pub That Refused To Die is the next chapter of For the Love of Pubs, a series of initiatives from Heineken® that celebrate and support pub culture across Ireland and beyond. 

Watch The Pub That Refused To Die on YouTube here: 

• Trailer: https://youtu.be/EQv1vNynU-U
• Full Film: https://www.youtube.com/watch?v=JYVkLZgjBSc
   

Publicans and prospective publicans looking for support can visit: heineken.com/thepubthatrefusedtodie.

- END -

Notes to editors:

For more information, images, and interview requests, please contact: 

heineken@wearetheromans.com  

References:

*The Drinks Industry Group, July 2025

**British Beer and Pub Association, July 2025

***Journal of Rural Studies, October 2017

Romain Apert

Romain served more than two decades at Mars, where he has held global CIO positions across the business and, most recently, served as CIO for Mars Petcare. In that role he has led a multi‑year digitalisation‑at‑scale strategy, combining ERP modernisation, strong data foundations and capability building to support growth and productivity. He has sponsored dozens of high‑impact digital use cases across supply, commercial and consumer domains, including AI‑enabled diagnostics and is steering one of the sector’s most ambitious ERP implementation programmes. An engineer by training, graduating from ECAM Lyon (France), his international experience spans Europe, the UK and the United States, partnering closely with senior business leaders to translate strategy into tangible technology outcomes.

Ronald den Elzen

Ronald joined HEINEKEN in the Netherlands in 1995 as a Finance Management Trainee and held a variety of Finance roles, including Finance Manager of HEINEKEN Brouwerijen, Finance Director of HEINEKEN UK and Global Business Controller for HEINEKEN NV. In 2004, he became Wholesale & OnPremise Director for HEINEKEN Netherlands. Ronald led the integration of Scottish & Newcastle into HEINEKEN and subsequently became Finance Director for the UK. Ronald then moved into general management in 2012 as Managing Director of Sociedade Central de Cervejas e Bebidas (Portugal), and in 2015 became Managing Director of HEINEKEN USA.

Since March 2020, Ronald served on the Executive Team as HEINEKEN’s first Chief Digital & Technology Officer, helping to lay strong foundations in platforms, data and analytics, and cyber resilience, and embedding digital capabilities across our markets. Under his leadership, working in close partnership with colleagues across the business, the D&T team has advanced our ambition to be the ‘Best Connected Brewer’, building a solid foundation for the future.

• €550 million 8-year Notes with a coupon of 3.375%, and

• €550 million 12-year Notes with a coupon of 3.875%.

The Notes will be issued under the Company's Euro Medium Term Note Programme and will be listed on the Luxembourg Stock Exchange.

The proceeds from the Notes issuance will be used for general corporate purposes, including debt repayments. The maturity dates of the Notes are 26 February 2034 and 26 February 2038 respectively.

BBVA, BNP Paribas, Deutsche Bank, J.P. Morgan and UBS acted as active book runners.

Enquiries

• Total volume declined 1.2%, with consolidated volume down 2.1%, and licensed volume up 17.8%.
• Heineken® volume grew 2.7%, global brands volume grew 1.9%.
• Net revenue grew 1.6%, net revenue per hectolitre up 3.8%.
• Over 60% of our markets, including over 80% of our priority growth markets gaining or holding share.
• Marketing and selling expenses expanded to 9.9% of net revenue.

Profitability: Strong productivity gains enabling margin expansion 

• Gross savings in excess of €500 million, with an increased flow-through to profit.
• Operating profit grew 4.4% with operating profit margin expanding 41 bps to 15.2%.
• Diluted Earnings per Share (EPS) of €4.78, up 3.6% (2024: €4.89). 

Capital Efficiency: Another year of solid cash flow generation, with improved ROIC 

• Free Operating Cash Flow of €2.6 billion, translating into a cash conversion ratio of 87%.
• Return on Invested Capital (ROIC) absolute increase of 57 bps to 22.7%, incl goodwill & intangibles up 21 bps to 9.4%.
• Completed first tranche of the €1.5 billion share buyback programme, second €750 million tranche to start shortly.
• Dividend of €1.90 per share proposed. Dividend payout policy to be expanded to the range of 30% to 50%. 

2026: Accelerating the disciplined execution of EverGreen 2030, integrating FIFCO 

• Increasing investment in growth focused on global brands, faster innovation and sharper execution.
• Accelerating productivity at scale to unlock significant savings, reducing 5,000 to 6,000 roles over next two years.
• Integrating FIFCO beverage and retail businesses in Central America, expected to be immediately accretive to EPS.
• Anticipating FY2026 operating profit to grow in the range of 2% to 6%.

With immediate effect, HEINEKEN starts the integration process, which is expected to be completed in 2026. Rolando Carvajal, FIFCO’s current CEO, will join HEINEKEN and continue to lead the operations, ensuring business continuity while driving growth.

HEINEKEN’s CEO and Chairman of the Executive Board Dolf van den Brink, commented: "Today marks an exciting milestone as we officially welcome FIFCO’s talented team and iconic brands into the HEINEKEN family, strengthening our leading position in the attractive and growing Central American region. We know the FIFCO business and culture intimately through our long-standing partnership which will support a fast and smooth integration.”

The addition of FIFCO’s beverage and retail businesses further advances HEINEKEN’s EverGreen 2030 strategy, driving premiumisation, innovation, and superior growth across the attractive markets in Central America. HEINEKEN is committed to unlock revenue and cost synergies across commercial execution, logistics, and brewery operations. Further value will be created through the addition of a diverse portfolio of beverage brands - including the iconic Imperial beer - and a well-established retail network.

The financial impact of the transaction is expected to be in accordance with the information shared in the press release of 22 September 2025. For additional information on the transaction, please refer to the presentation on the investors section of the HEINEKEN website.

Media Contact

Marlous den Bieman

Global Head of Media

E-mail: pressoffice@heineken.com

Tel: +31-20-5239355

Investor Inquiries

Tristan van Strien

Global Director of Investor Relations

Lennart Scholtus

Investor Relations Manager

E-mail: investors@heineken.com

Tel: +31-20-5239590

Heineken® today launches Fans Have More Friends, a new global sponsorship platform built on the belief that fandom is one of the quickest ways to spark a connection between strangers.

Rooted in Heineken®’s long-standing belief in the importance of sociability, and inspired by the book of the same name (Fans Have More Friends) by Ben Valenta and David Sikorjak, the platform reflects how shared passions help people connect naturally. It’s the first time Heineken® is bringing together its sponsorships across football, Formula 1®, and music festivals, using fandom as both a social catalyst and a way to elevate social experiences in a world that can feel increasingly lonely.

New research commissioned by Heineken® shows that three-quarters (75%) of fans say their fandom has helped them meet new people, making it one of the fastest ways to create bonds at a time when many people are missing IRL connections more than ever before.

Three in five (59%) say it's helped them forge some of their closest friendships, and 75% say watching sports with other fans, even if they support different teams, makes the experience better. Football topped the list as one of the greatest social connectors, with 72% of fans saying language is not a barrier when it comes to making football mates in a bar. 

To put the findings to the test, Heineken® partnered with Zac Alsop to carry out a social experiment designed to test whether fans would really show up for one another when it mattered.

The experiment followed Joe, an Australian living in New York, who found himself without anyone to watch Liverpool play Qarabağ FK in the final group match of the UEFA Champions League. Like many people, despite having a life and routine in a big city, he was facing the prospect of watching one of football’s biggest nights alone.

To help his friend and prove that Fandom is a great way to connect, Zac handed out flyers across Manhattan with Joe's face and a simple request - Have A Beer With Me -  inviting fellow fans to join him to watch the match on January 28th. No incentives - just an open invitation to the football community.

Fans from across New York responded in droves, with hundreds turning up to support a fellow fan they had never met before - and the event quickly gained traction across social media. Unbeknownst to Joe, Heineken® transformed Central Park Tavern - where the meet up took place - into a ‘’Champions League-level’’ viewing experience, flying in the UEFA Champions League trophy alongside football legend Bastian Schweinsteiger, who was behind the bar serving beers for fans who made the effort to come.

The experiment in New York kicks off a multi-channel platform launch by Heineken®, which sees the Fans Have More Friends television ad debut this week in the USA, with a further 50 markets to follow.

The campaign celebrates the spontaneous friendships that spark between fans every time a game, a match, or a gig is on. Featuring Heineken®’s most renowned brand ambassadors - Max Verstappen, Virgil Van Dijk, and DJ Martin Garrix - the TVC captures the essence of fans coming together, depicting the famous faces (among others) bonding over a shared passion for sport and music. 

The platform will continue to roll out throughout 2026 at key moments in the football, F1® and music festival calendar - including the UEFA Champions League Final, UEFA Women’s Champions League Final, Coachella and Grand Prix weekends worldwide.

To see the results of the social experiment, visit: https://www.instagram.com/reels/DUFrGUAjljC/ 

To watch Heineken’s Fans Have More Friends campaign, visit: 

https://youtu.be/Do8BzdRqUw8 [Long Edit]

 https://youtu.be/qchlPHMhHnE [Football Edit]

- END -

Notes to editors

Media contact:
Heineken@wearetheromans.com 

Research:

Heineken® commissioned survey of 10,000 F1, football and music fans of legal drinking age in the UK, USA, Brazil, Mexico, Italy, Spain, Vietnam, China, Nigeria and South Africa. Conducted by Focal Data, January 2026.

About Fans Have More Friends (FHMF):
Fans Have More Friends is Heineken®’s global sponsorship platform that champions sociability by showing that fandom is better when shared, especially with a Heineken®. By uniting Heineken® sponsorships under one platform, the brand turns peak fan energy into real-world connection, enabling shared experiences and building communities around the biggest cultural moments.

About HEINEKEN 

HEINEKEN is the world's pioneering beer company. We are the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, we have a portfolio of more than 340 international, regional, local, and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants, and other production facilities in more than 70 countries. Most recent information is available on our Company's website, and follow us on LinkedIn and Instagram.

Market Abuse Regulation 

This press release contains price-sensitive information within the meaning of Article 7(1) of the EU Market Abuse Regulation.

Disclaimer

This press release contains forward-looking statements based on current expectations and assumptions with regard to the financial position and results of HEINEKEN’s activities, anticipated developments and other factors. All statements other than statements of historical facts are, or may be deemed to be, forward-looking statements. Forward-looking statements also include, but are not limited to, statements and information in HEINEKEN’s non-financial reporting, such as HEINEKEN’s emission reduction and other climate change related matters (including actions, potential impacts and risks associated therewith). These forward-looking statements are identified by use of terms and phrases such as “aim”, “ambition”, “anticipate”, “believe”, “could”, “estimate”, “expect”, “goals”, “intend”, “may”, “milestones”, “objectives”, “outlook”, “plan”, “probably”, “project”, “risks”, “schedule”, “seek”, “should”, “target”, “will” and similar terms and phrases. These forward-looking statements, while based on management's current expectations and assumptions, are not guarantees of future performance since they are subject to numerous assumptions, known and unknown risks and uncertainties, which may change over time, that could cause actual results to differ materially from those expressed or implied in the forward-looking statements. Many of these risks and uncertainties relate to factors that are beyond HEINEKEN’s ability to control or estimate precisely, such as but not limited to future market and economic conditions, the behaviour of other market participants, changes in consumer preferences, the ability to successfully integrate acquired businesses and achieve anticipated synergies, costs of raw materials and other goods and services, interest-rate and exchange-rate fluctuations, changes in tax rates, changes in law, environmental and physical risks, change in pension costs, the actions of government regulators and weather conditions. These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only of the date of this press release. HEINEKEN assumes no duty to and does not undertake any obligation to update these forward-looking statements contained in this press release. Market share estimates contained in this press release are based on external sources, such as specialised research institutes, in combination with management estimates. HEINEKEN undertakes no responsibility for the accuracy or completeness of such external sources.

Alex joins HEINEKEN from PepsiCo, where, as the CEO of PepsiCo Brazil & South Cone Foods business, he is responsible for 16,000 employees and 10 factories across Brazil, Chile, Argentina, Uruguay, and Paraguay. Under his leadership PepsiCo’s Brazil business doubled its size, achieved significant market share and penetration gains, and was recognised as PepsiCo’s Global Business Unit of the Year in 2024.

Prior to joining PepsiCo, Alex spent nearly two decades at Nestlé, holding senior roles across General Management, Sales, and Finance in Europe and the Americas. His last role was Vice President of North America (USA, Canada, Mexico) within the Nestlé Americas zone. Before that, he served as CEO of the Latin Caribbean region and Managing Director of Nestlé Waters Brazil and Portugal. This breadth of experience gives him deep insight into both developed and emerging markets, as well as the ability to navigate complex regulatory and competitive landscapes.

Alex brings extensive expertise across beverages and food, underpinned by a strong track record in M&A, post-merger integration, and building high-performing, diverse teams that deliver results. Throughout his career, Alex has consistently demonstrated commercial excellence, forging deep, trust-based relationships with trade partners and linking impactful point-of-sale execution with compelling category strategies that strengthen market share and profitability.

Press enquiries  

Marlous den Bieman  

E-mail: pressoffice@heineken.com   

Tel: +31-20-5239-355   

Investor and analyst enquiries 

Tristan van Strien / Lennart Scholtus 

E-mail: investors@heineken.com 

Tel: +31-20-5239-590 

About HEINEKEN 

HEINEKEN is the world's pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram. 

As the festive season brings gatherings, toasts, and celebration, a new global study from Heineken® 0.0, in partnership with Sober Curious author Ruby Warrington, reveals a cultural shift worth raising a glass to: in 2025, most people no longer feel the need to explain why they’re not drinking. 72% of respondents say they can simply say “no thanks” to alcohol, no excuse needed.  

The research, conducted across the UK, USA, Spain, Brazil, and Japan, shows social pressure around drinking is off the menu:  

• 67% say it’s now inappropriate to ask why someone isn’t drinking 

• 81% believe it’s fine to decline alcohol without explanation 

• 86% feel comfortable choosing low- or no-alcohol drinks at festive gatherings 

From Subtle Change to Cultural Wave  

Just 11 months ago, Heineken’s first “0.0 Reasons Needed” study with Oxford professor Charles Spence found Gen Z is leading a quiet confidence revolution, while stigma around not drinking still lingered. Now that confidence spans all generations, the once-awkward question “why aren’t you drinking?” has become more uncomfortable to ask than answer. Two-thirds (66%) say it’s easy to turn down a drink at festive events like work parties. 

A Category on the Rise 

In just one year, the cultural transformation around drinking has been matched by remarkable category growth. As moderation moves mainstream, the low- and no-alcohol segment is expanding faster than ever before. In the UK, Alcohol-free and low-alcohol drinks in the UK: Trends, barriers, and opportunities | Drinkaware, almost double the 28% recorded in 2018. 

Between 2020 and 2024, Heineken® 0.0 achieved total sales volume organic growth of +53% (mhl), reflecting a global trend towards mindful drinking. The global 0.0 beer market is now worth US$13.7 billion, representing 1.7% of total beer volume, with a projected CAGR of 6% in Europe, 14% in the USA, and 45% in Brazil. 

Available in 117 markets, Heineken® 0.0 continues to lead this category: 24 consecutive quarters of growth in the U.S.; over 10,000 outlets in Europe with 0.0 on draught; and a growing share of HEINEKEN’s total portfolio volume, especially in Europe and Asia. 

A Strategic Commitment to Choice 

HEINEKEN continues to drive 0.0 growth through innovation, insight, and its “Always a Choice” principle: wherever Heineken® Original is sold, 0.0 will be too. In Europe, over 60% of on-trade outlets now offer Heineken® 0.0. The brand also promotes responsible consumption via When You Drive, Never Drink, and its Formula 1® partnership. 

This commitment aligns with HEINEKEN’s Brew a Better World 2030 ambition, putting responsible consumption, environmental, and social sustainability at the heart of its strategy. 

– END – 

Press enquiries  

Marlous den Bieman  

E-mail: pressoffice@heineken.com  

Tel: +31-20-5239-355  

About the Study 

The research was conducted by Censuswide, among a sample of 10,001 adults aged 18+ in the UK, USA, Spain, Japan, and Brazil. The data was collected between 03/10/2025 - 09/10/2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. 

Much like a streaming platform’s most anticipated drop, “Praise the Bar” blends documentary-style storytelling with cinematic flair, spotlighting real pubs and bars, real people, and the unforgettable moments that happen when people get together and say ‘cheers’. 

For years, HEINEKEN has backed bars and pubs in all kinds of ways; investing in local venues, supporting owners through challenging times, and celebrating the role these spaces play in our communities. From investments like the GBP40 million boost for British pubs earlier this year to ongoing training for the perfect pour, helping bars thrive is part of HEINEKEN’s identity. Launching “Praise the Bar” is a natural next step in this journey, shining a light on the stories and connections that make bars so meaningful to people everywhere. 

🎬 Series Premiere: 13 November 2025 

• Trailer Launch across HEINEKEN’s YouTube, Instagram, LinkedIn, Threads, and Website 

 📺 Episode 1: UK – “The Gun” 

• Airs today- The series kicks off in London at The Gun, a historic pub where stories of friendship, family, and football unfold.  

Click here to watch the series 

- END - 

 Press enquiries  

Marlie Paauw  

E-mail: pressoffice@heineken.com   

Tel: +31-20-5239-355  

At HEINEKEN, we aim to lead the conversation on responsible consumption by giving people more choice through our growing 0.0 portfolio, empowering them with clear and transparent information, and supporting actions that tackle harmful drinking. Our moderation mantra Low. Slow. No. is how we bring this ambition to life.  

 The Low: Knowing exactly how much you drink and having a choice to keep it low 

Not all drinks are created equal. Beer, by its nature, typically contains less alcohol than many other alcoholic beverages. It’s usually served in standard sizes, which can help consumers to keep track of their intake and enjoy responsibly. 

Lifestyles are changing and so are drinking habits. More people are choosing low- and no-alcohol options for a night out, a special occasion, a lifestyle shift, or just because. We’re adapting to give people the freedom to choose what suits them best. 

Since the launch of Heineken® 0.0 in 2017, now available in over 117 countries, we’ve led the way in the low- and no-alcohol beer category. We’re committed to growing the low- and no-alcohol segment, making moderation a more natural part of social life. That’s why we’re bringing 0.0 to new places – like draught taps – and reaching new audiences through bold, memorable brand campaigns. Recently, we announced the installation of Heineken® 0.0 draught at the 10,000th outlet in Europe. That’s ten thousand reasons to choose to cheer without alcohol.  

The first of our trio, the Low, is here to remind you of the power of choice – how much more you experience the joy of togetherness when you take full control of how much and when you drink and keep it low.  

 The Slow: Power of pacing, food, and water 

Moderation also means slowing down. It’s about enjoying the moment, enjoying the company, the food. Whether you’re catching up with friends or sharing a meal, taking your time makes all the difference. 

At HEINEKEN, our purpose is to brew the joy of true togetherness. We believe  in the simple pleasure of a chat, and laughter with friends, and enjoying beer. Meeting at the pub, the bar, the cafe, the restaurant. The catch up with family, bringing your colleagues up to speed with the latest, listening to that great story from your friend’s holiday...  

The second of our trio, The Slow, is a manifestation of how much more enjoyable your time can be when you keep things slow, when you make sure to eat and savour each bite, stay hydrated, and keep your focus on the company, the occasion, the experience.  

A great way to slow things down is to alternate your drinks with water or a 0.0 option and finish one drink before you order the next. Do not top up a glass until it is empty – it makes it harder to keep track of how much you are drinking. 

 The No: Sometimes in life, it’s a plain NO.  

Sometimes, the best choice is not to drink at all.  

We’re clear about when you should never drink alcohol, for example it’s an absolute NO during pregnancy, if you’re underage, or driving. Beyond these reasons, people choose not to drink for personal preferences, lifestyle or health reasons. Our packaging includes simple symbols and QR codes that link to helpful information, so consumers can make informed decisions. 

Through our global partnership with Formula 1, we’re spreading the message: “When You Drive, Never Drink.” And we’re backing it up by dedicating 10% of our media spend to responsible drinking campaigns. 

We believe in using our brands as a force for good. That means never showing or suggesting alcohol consumption during pregnancy, and always making sure our marketing speaks to adults, respectfully and truthfully. 

Our third and final hero of the trio, the NO, is here to tell you in life there are some moments where alcohol should never be on the table or is simply not your preferred choice – and for those moments we have your back. 

 Always a choice, with or without alcohol 

We champion moderation as a personal choice: respecting every adult’s freedom to decide when, what, how much, and whether to drink.  

Moderation isn’t about restriction; it’s about freedom, being confident when making choices. The freedom to choose your own way. The freedom to take your own time. The freedom to say no. 

At HEINEKEN, we promote moderation and choice so moments of togetherness stay enjoyable. Enjoy responsibly.

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Heineken® continues to redefine the Formula 1 fan experience with the launch of the world’s first season ticket for the sport, celebrating the extension and expansion of its decade-long partnership with F1®.

This expanded sponsorship commitment, announced in São Paulo, where Heineken will resume the Title Partnership of the local Grand Prix from 2027, strengthens the global beer brand’s connection with F1®’s passionate and rapidly growing global fan base and presents more opportunities for the two brands to create exceptional experiences for fans at races around the world.

Heineken®’s season ticket will grant the lucky holders - and a plus one - access to every race on the calendar, with travel and accommodation included. That’s 24 Grand Prix, across 24 cities, and 24 opportunities to bring fans together over a beer.

Reaffirming that Heineken® is a champion of not only trophies and podiums but also of socialising and friendships, the brand will award the money-can’t-buy pass to the most deserving fans, starting with Brandon Burgess, recognising him for his incredible passion and dedication to the sport. 

Next year, Heineken® will be offering other fans the chance to get their hands on this exclusive item, which takes inspiration from F1® materials, crafted in carbon fibre and held together with precision-engineered rivets: a tangible expression of speed, craftsmanship, and connection.

Brandon’s incredible feat of attempting to attend every single race in 2025, using his annual leave while working a full-time job, caught the attention of Heineken® as well as fans and media around the world.

His journey reflects something every F1 fan understands - that the sport is more than a competition; it’s connection. Research shows that while many fans watch F1 from home, two-thirds (67%) say the sport has the power to bring people together instantly, and the majority (84%) agree there’s nothing like experiencing a race in person surrounded by fellow fans*. The season ticket will help fans not only enjoy the spectacle of live racing, but also connect with other fans all around the world. 

Following a decade of successful collaboration, Heineken® and F1® have extended their partnership on a multi-year deal, with Heineken announcing new Title Partnerships of races in Brazil, Madrid, and Silverstone, and extensions for China and Las Vegas. With a global fanbase of 827 million, Formula 1 is growing in popularity among young adults and women. Heineken® will bring fans closer to the action via F1® Fanzones presented by Heineken 0.0 on-track, activations at F1® Arcades worldwide, and year-round engagement through race screenings, consumer promotions as well as digital and social content. Heineken® will also continue to use F1®’s global platform to provide messaging around responsible consumption and promote Heineken 0.0 – a premium zero-alcohol product – as part of their responsible drinking programme. 

Next year, Heineken® will be offering another fan the chance to get their hands on this coveted season ticket for them and a friend to experience every twist and turn of every race next year via F1® Unlocked. Keep an eye on Heineken® and F1® social channels to find out more. 

- END -

Notes to editors

Media contact: 

Heineken@wearetheromans.com 

_{*Heineken® commissioned survey of 4,000 adults of people who watch F1 and are of legal drinking age in the UK, USA, Turkey, Brazil, Italy, Germany, India and South Africa. Research conducted by OnePoll, October 2025. Research can be broken down by country and further demographics on request.}

We have anticipated this moment. We continue to be a proud partner of F1 and have just signed a global partnership with Premier Padel, the fastest growing sport worldwide, with meaningful multi-generational & gender reach. Two main events which will continue to underscore our passion for bringing people together in some of the world’s biggest sports tournaments. Plus, we are continuously exploring additional events that will add progressive properties that help us build meaningfulness & difference on global scale.

We still have 2 more years to make the Champions League sponsorship big and keep the association with the Heineken brand in the minds of people for years to come.  It has been a great ride, and in the spirit of our pioneering mindset and continuing to build meaningfulness & difference for our brands, we are proud to be investing in the future.

- END -

Enquiries 

HEINEKEN is uniquely positioned to shape long-term growth through its advantaged global footprint with leading market positions in key fast growing emerging markets like India, Vietnam, Ethiopia and Mexico. HEINEKEN is also a global leader and pioneer in growing beer segments like premium beer and 0.0 beer. Sharper differentiation and focus across its geographical footprint, segments and brands provides further opportunity. By leveraging its global scale and accelerating digital deployment, HEINEKEN will step up Productivity and create a more agile, harmonised, and cost-effective Future Fit organisation. EverGreen 2030 is designed to deliver superior and balanced growth with attractive shareholder returns, while future-proofing the company.

Accelerate Growth

Over time the beer category is expected to structurally grow volume by ̴1% p.a., and HEINEKEN is uniquely positioned to seize this opportunity through its advantaged global footprint and strong presence in developed and emerging markets. In both types of markets, beer is gaining share of throat. In emerging markets, representing 80% of the global population, with only half the per capita beer consumption of developed markets, trends such as population growth led by Gen Z, urbanisation, and a growing middle class are fuelling demand. HEINEKEN is concentrating its efforts on 17 Focus Growth Markets and it will continue to build its leadership position across 50 markets where it already holds number one, or strong number two, positions. Footprint optimisation through targeted acquisitions and divestments will further strengthen HEINEKEN’s position, most recently illustrated by the announced acquisition of FIFCO's beverage and retail business in Central America.

At the same time, HEINEKEN is shaping the future of beer with leading brands and innovations across key segments: Premium, Mainstream, Low and No-alcohol (LoNo), and Beyond Beer. HEINEKEN pioneered for example, the next generation of 0.0 beer through superior taste, with premium positioning under the Heineken brand and by investing in social acceptability through advertising, availability, and F1 sponsorship. HEINEKEN is fast expanding brands and innovations in LoNo and Beyond Beer adapting to and creating new consumer trends.

Step up Productivity and Focus Future Fit

Productivity strengthens HEINEKEN's foundation and funds its EverGreen growth ambitions. The €3+ bn in gross savings achieved in the past five years under EverGreen 2025, supported HEINEKEN to counter inflation and navigate turbulent times. Going forward the company is targeting an additional €400-500 million in annual gross savings.

To deliver on these ambitions, HEINEKEN will double the size of HEINEKEN Business Services (HBS), creating global capability centres anchored in new technologies. This approach will enable local operating companies to focus on execution and winning with customers and consumers. Starting in 2026, HEINEKEN’s Amsterdam head office will transform into a more focused strategic centre, which includes a transition of roles to HBS and the redesign of selected departments.

Furthermore, HEINEKEN is accelerating its digital transformation and scaling the rollout of its Digital Backbone (DBB), a multi-year, €1+ bn investment transforming how HEINEKEN operates across more than 70 markets. Through its sharpened Brew a Better World ambitions, HEINEKEN will continue to invest in sustainability to deliver impact and long-term value.

Drive Value Creation

At the Capital Markets Event today, HEINEKEN will give guidance on its medium-term ambitions for EverGreen 2030 as follows:

• Building on the structural growth of the beer category and its advantaged footprint, HEINEKEN expects to deliver mid-single-digit organic net revenue growth.
• Supported by its stepped-up productivity programme, HEINEKEN expects for organic operating profit (beia) to be ahead of organic net revenue growth, and for organic earnings per share (EPS) to be in line or ahead of organic operating profit (beia) growth.
• With a structured focus on cash generation, HEINEKEN expects to deliver over 90% cash conversion and intends to introduce Returns on Invested Capital (ROIC) in its management incentive framework.
• HEINEKEN updates its water efficiency target to be below 2.6hl/hl by 2030 and reconfirms its commitments to scope 1 & 2 net zero carbon emissions by 2030 and diversity in talent.

A new Winning Aspiration

With the unveiling of EverGreen 2030, HEINEKEN is also launching its new winning aspiration, HEINEKEN, The World’s Pioneering Beer Company™. This aspiration combines the company’s legacy of over 160 years of global expansion, with its track record of innovative product development and brand building capability. Pioneering will be the key aspiration as the company enters the next phase to leverage much stronger its advantaged geographical footprint and portfolio of both global and local brands that deeply resonate with consumers.

HEINEKEN Capital Markets Event

EverGreen 2030 shall be presented 23 October 2025 to the investor community at HEINEKEN's Capital Markets Event in Seville, Spain. To follow the HEINEKEN Capital Markets Event live, please register here.

END

ENQUIRIES

_{Market Abuse Regulation}

_{This press release may contain price-sensitive information within the meaning of Article 7(1) of the EU Market Abuse Regulation.}

_Disclaimer

_{This press release contains forward-looking statements based on current expectations and assumptions with regard to the financial position and results of HEINEKEN’s activities, anticipated developments and other factors. All statements other than statements of historical facts are, or may be deemed to be, forward-looking statements. Forward-looking statements also include, but are not limited to, statements and information in HEINEKEN’s nonfinancial reporting, such as HEINEKEN’s emission reduction and other climate change-related matters (including actions, potential impacts and risks associated therewith). These forward-looking statements are identified by use of terms and phrases such as “aim”, “ambition”, “anticipate”, “believe”, “could”, “estimate”, “expect”, “goals”, “intend”, “may”, “milestones”, “objectives”, “outlook”, “plan”, “probably”, “project”, “risks”, “schedule”, “seek”, “should”, “target”, “will” and similar terms and phrases. These forward-looking statements, while based on management's current expectations and assumptions, are not guarantees of future performance since they are subject to numerous assumptions, known and unknown risks and uncertainties, which may change over time, that could cause actual results to differ materially from those expressed or implied in the forward-looking statements.}

_{Many of these risks and uncertainties relate to factors that are beyond HEINEKEN’s ability to control or estimate precisely, such as but not limited to future market and economic conditions, the behaviour of other market participants, changes in consumer preferences, the ability to successfully integrate acquired businesses and achieve anticipated synergies, costs of raw materials and other goods and services, interest-rate and exchange rate fluctuations, changes in tax rates, changes in law, environmental and physical risks, change in pension costs, the actions of government regulators and weather conditions. These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only of the date of this press release. HEINEKEN assumes no duty to and does not undertake any obligation to update these forward-looking statements contained in this press release. Market share estimates contained in this press release are based on external sources, such as specialised research institutes, in combination with management estimates. HEINEKEN undertakes no responsibility for the accuracy or completeness of such external sources.}

KEY QUARTERLY HIGHLIGHTS

• Revenue €8,712 million for the quarter, €25,636 million year to date
• Net revenue (beia) organically down 0.3% for the quarter, up 1.3% year to date
• Beer volume organically down 4.3% for the quarter, down 2.3% year to date
• Premium beer volume organically down 2.2% for the quarter, up 0.4% year to date
• Heineken® volume down 0.6% for the quarter, up 2.7% year to date
• 2025 organic operating profit (beia) growth anticipated to be towards the lower end of the 4% to 8% guidance

Please scroll down to download the full press release.

Accelerating and scaling digital and business transformation

EverGreen 2030 places technology and agility at the core of HEINEKEN’s growth plans. The company is scaling the rollout of its Digital Backbone (DBB), a multi-year programme transforming how HEINEKEN operates across more than 70 markets. By integrating over 40 digital platforms, DBB will simplify processes, unlock the power of data, and enable faster innovation. This will strengthen HEINEKEN’s ability to respond quickly and efficiently to consumer trends and market shifts.

Reshaping the global organisation for speed and impact

To deliver on its growth ambitions, HEINEKEN is evolving its organisational design. The company will accelerate at scale the expansion of HEINEKEN Business Services (HBS), creating global capability centres anchored in new technologies. This approach will enable local operating companies to focus on execution and winning with customers and consumers.

Starting in 2026, HEINEKEN Amsterdam head office will transform into a more focused strategic centre. The change will include a transition of roles to HBS and the redesign of selected departments. This will impact approximately 400 roles, which come on top of 200 roles of the Digital and Technology department already in transformation since October 2024. The changes will consist of a combination of relocation to HBS and roles ceasing to exist. By reducing complexity and speeding up decision-making, HEINEKEN will operate with greater impact, empower its teams, and position itself to capture growth opportunities more decisively.

A Strong HEINEKEN, fit for the Future

Looking Ahead

With EverGreen 2030, HEINEKEN takes a decisive step towards becoming a stronger, more agile, and future-ready organisation. The strategy will be formally presented at the Capital Markets Event, 23 October, in Seville, Spain.

Editorial information

HEINEKEN is the world's pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.

The extended partnership reflects HEINEKEN’s belief that women’s football’s unique fan culture - where fans come together, mix freely, and enjoy the game in a spirit of joy and connection - is a powerful expression of true togetherness. It’s a celebration of inclusivity, diversity, and shared passion that brings people from around the world closer – on and off the pitch.

HEINEKEN has brewed the joy of true togetherness for over 160 years and - as the world’s most international brewer - recognises its role to protect this precious value in a time of growing social fragmentation. 

The brewer is committed to leading from the front, be it through fostering a culture of moderation through leading low-or-no alcohol beverages, running global campaigns that encourage screen-free in-person socialising, or partnering with major events that embody true togetherness - such as the UEFA Women’s Champions League. 

In line with HEINEKEN’s commitment to women’s sport, Heineken® will bring its sponsorship to life through activations that celebrate diversity, unite fans and create meaningful moments of connection around their shared passion for the game.

END

Notes to editors

 Media contact: 

HEINEKEN

Marlie Paauw, Global Media Lead: Pressoffice.heineken@heineken.com

The Romans

Heineken@wearetheromans.com 

Heineken® is transforming forgotten urban spaces into hubs of social connection, challenging the trend of productivity-first city living and giving people a fresh space to socialise. 

From above, cities look bustling and connected, but on the ground, urban isolation is real. From lifestyle shifts and work-life imbalance to the isolating pull of digital life and shrinking size of homes, city dwellers everywhere are finding it harder to meaningfully connect across the world, leading to a proximity paradox. 

In fact, new research* has shown more than half (57%) of city dwellers in London, Seoul, Tokyo, New York, Paris, and Sydney often feel lonely, and some 33% experience feelings of isolation weekly or more despite living in some of the world's most densely populated areas, a figure that rises to a massive 47% for the Gen Z and Millennials surveyed.

A third of adults (35%) say that their city does not encourage social interactions, with New York (66%), Seoul (49%), and Paris (49%) ranking lowest. Moreover, one in three (30%) say they have only met someone new outside of work once or twice in the 6 months.

Seoul, with its fast-paced culture and soaring skyline, exemplifies the paradox. 

53% of Seoulites say their city is designed for work and productivity rather than socialising and connecting, and 37% say there are too few social spaces.

But when viewed from above, Seoul has one of the highest proportions of flat rooftop space in world cities, many of which are painted green. 

To help Seoulites bridge the gap between being physically close but feeling socially disconnected, Heineken® stepped in by elevating forgotten areas of the city with a series of rooftop events led by some of Korea’s most creative curators.

The location of each event was dropped from space via satellite imagery, highlighting where the naturally green canvas had been punctuated with a red star pinpointing an unused urban space ready for revival.

Seoulites were challenged to track down these stars across the city, where they discovered rooftops transformed into lively new venues for conversation, shared experiences, and, of course, a cold beer.

Across three days, they connected at an intimate set from DINO, singer of K-pop icon SEVENTEEN, a hands-on design workshop with contemporary artist Cha Inchul, and an interactive food tasting with celebrated chef Cho SeoHyeoung.  

Renowned photographer Tom Hegen, known for capturing human impact on landscapes from the air, partnered with Heineken® to document the process, turning the social spaces into a work of art that showcases Heineken's refreshing view on socialisation.

As the barriers to meaningful social interaction are growing, the majority (60%) of city dwellers worldwide believe that there are spaces in their city that could be revived or refreshed for better social experiences, rising to 70% in younger generations.

Watch this space, Heineken® will continue to explore ways to break down barriers to social connection worldwide.

END 

Notes to editors

Media contact: 

Heineken@wearetheromans.com 

Research:

*Heineken^Ⓡ commissioned a survey of 10,500 adults of legal drinking age in New York (USA), London (UK), Paris (France), Tokyo (Japan), Sydney (Australia), and Seoul (South Korea). Research conducted by OnePoll, September 2025. Research can be broken down by country and further demographics on request

Additional statistics:

• Gen Z are most likely to say that knowing anyone in their city prevents them from socialising (26%) - rising to 34% in Seoul and 38% in Sydney.
• 11% of Gen Z say they still feel lonely, even when they are socialising, highlighting the need for more quality connections, and the spaces to make them.
• 34% of city dwellers report a lack of connection to their community - a problem particularly pronounced in Tokyo, where more than half (53%) feel disconnected.
• All generations unanimously agree that the increased prevalence of the digital world makes it harder to meet people in person, as the research revealed a growing trend of replacing regular in-person socialising with connecting online instead. 

**The total land area of Seoul = about 605 km². The total rooftop area (flat rooftops that can be used) = about 166 km². 

• €500 million 3-year Notes with a coupon of 2.565%;

• €750 million 8.6-year Notes with a coupon of 3.505%, and

• €750 million 12-year Notes with a coupon of 3.872%.

The Notes will be issued under the Company's Euro Medium Term Note Programme and will be listed on the Luxembourg Stock Exchange.

The proceeds from the Notes issuance will be used for general corporate purposes, including acquisitions. The maturity dates of the Notes are 3 October 2028, 3 May 2034 and 3 October 2037 respectively.

BNP Paribas, Deutsche Bank, ING, JP Morgan and Rabobank acted as active book runners.

Enquiries

HEINEKEN N.V. (‘HEINEKEN’) today announced it has signed a binding agreement to acquire the multi-category beverage portfolio and proximity retail business of the Florida Ice and Farm Company S.A. (‘FIFCO’). This transaction builds on a long-standing partnership that began in 1986 and was strengthened in 2002 with the acquisition of a 25% stake in FIFCO's beverages business in Costa Rica, Distribuidora La Florida.

The deal further advances HEINEKEN’s EverGreen strategy, driving premiumisation, innovation, and growth across high-potential markets. Costa Rica will become one of HEINEKEN's top 5 operating companies by operating profit, expanding its presence with a diverse portfolio of beverage brands - including the iconic Imperial beer - and a well-established retail network.

The transaction also includes Panama, where HEINEKEN will acquire the remaining 25% of HEINEKEN Panama, securing full ownership of the country’s fastest-growing brewer. In addition, it further strengthens HEINEKEN’s regional presence through an equal partnership in Nicaragua’s market-leading beer and beyond beer company, as well as ownership of diversified food and beverage operations in Guatemala.

Upon completion, HEINEKEN will acquire the following FIFCO interests:

• 75% stake in Distribuidora La Florida, covering its beverages, food, and retail division - which includes more than 300 proximity retail outlets in Costa Rica (Musmanni & Musi) - and overall operations, extending into El Salvador, Guatemala, and Honduras; FIFCO is exploring strategic alternatives for FIFCO USA.

• 75% stake in Nicaragua Brewing Holding, which holds a 49.85% indirect stake in Compañía Cervecera de Nicaragua, Nicaragua’s leading beverage company.

• 25% minority interest in HEINEKEN Panama.

• 100% stake in FIFCO’s beyond beer business in Mexico.

Following completion, HEINEKEN and/or its affiliates will hold 100% ownership of Distribuidora La Florida, HEINEKEN Panama and FIFCO Mexico, and 49.85% of Compañía Cervecera de Nicaragua. (See illustrative shareholding structure below).

Strategic rationale

• Consolidating the multi-category beverage leader in Costa Rica:

  • Well-established market leadership in beer (approximately 2.0 million hl), supported by iconic local and international brands, and an unparalleled route-to-consumer model.

  • Leading pan-regional beyond beer portfolio (approximately 0.5 million hl) across multiple brands with leading brand power.

  • Second largest soft drinks player (approximately 2.5 million hl), producing its own brands, such as Tropical, and being the bottling licensee for PepsiCo. The transaction will strengthen HEINEKEN's existing relationship with PepsiCo.

  • Well-positioned adjacent businesses including wines and spirits distribution, staple foods, and a retail business with more than 300 proximity outlets.

  • HEINEKEN gains full ownership of HEINEKEN Panama, one of the leading brewers growing approximately 20% CAGR (2019–2024) with year-over-year market share gains.

• Expansion of HEINEKEN’s footprint in Central America:

  • Compañía Cervecera de Nicaragua holds a leading beer and beyond beer portfolio with a fully integrated water and soft drinks operations, and a retail business with more than 250 proximity outlets.

  • A food and soft drinks platform in Guatemala, and a portfolio of fast-growing beyond beer brands in Mexico.

• Under HEINEKEN’s ownership, the Costa Rica business is expected to unlock revenue and cost synergies through the application of HEINEKEN's best practices across commercial execution, logistics and brewery operations.

Financial impact for HEINEKEN

• Total cash consideration paid for the equity stakes acquired by HEINEKEN will be approximately US$3.2 billion implying an acquisition multiple of 11.6x EV/EBITDA based on 2024 results.

• Distribuidora La Florida, which was previously accounted for as investment in associate with results reported under share of net profit/loss from associates, will be consolidated. 2024 results reported under local accounting policies amount to: Net Revenue of US$1,132m, EBITDA of US$334m and Operating Profit of US$278m (excluding FIFCO USA).

• The 49.85% ownership stake in Compañía Cervecera de Nicaragua will be accounted for as investment in associates and joint ventures and the results will be treated as share of profit/loss of associates and joint ventures. 

• The acquisition of the 25% minority interest in HEINEKEN Panama will reduce HEINEKEN's non-controlling interest in HEINEKEN Panama to zero.

• Run-rate cost savings of approximately US$50 million are anticipated through the application of HEINEKEN’s proven best practices.

• The transaction is expected to be immediately accretive to operating margin and EPS (beia).

• Post-transaction, HEINEKEN’s Net Debt is expected to increase by €3.2 billion and HEINEKEN's pro-forma Net Debt / EBITDA (beia) ratio is expected to increase modestly. HEINEKEN remains committed to return to its long-term target of below 2.5x. 

• HEINEKEN will continue to make progress on the previously announced share buy-back programme of €1.5 billion which is not affected by the proposed transaction.

Driving sustainable economic development across Central America

In line with its EverGreen strategy, HEINEKEN is deeply committed to driving long-term, sustainable growth across its operations. Through its Brew a Better World programme, it has set ambitious goals to deliver positive environmental and social impact. Recognising the strong complementarities with FIFCO’s programme and its embedded ESG strategy (FIFCO Sostenibilidad Expansiva), HEINEKEN will continue to invest in sustainable economic development and promoting responsible consumption throughout the region.

Next steps

Completion of the transaction between HEINEKEN and FIFCO is subject to customary regulatory approvals and the approval by the general shareholders’ meeting of FIFCO, which will take place in October 2025. The transaction is expected to be completed in H1 2026.

The deal has been approved unanimously by the board of directors of FIFCO, which includes representatives of FIFCO's key shareholders.

Further announcements will be made as and when appropriate. HEINEKEN and FIFCO will work closely together towards the completion of the transaction, ensuring a smooth integration, with a joint focus on continuity for employees, customers, and partners.

Download the full press release below.

Webcast details

HEINEKEN will host an analyst and investor conference call in relation to the transaction tomorrow, Tuesday 23 September, at 14:00 CET/13:00 GMT. The call will be audio cast live via the company’s website: www.theheinekencompany.com. An audio replay service will also be made available after the conference call at the above web address.

Analysts and investors can dial-in using the following telephone numbers:

United Kingdom (Local):  020 3936 2999
Netherlands (Local): 085 888 7233

United States (Local): 1 646 664 1960

For the full list of dial-in numbers, please refer to the following link: Global Dial-In Numbers

Participation password for all countries: 838081

UBS AG, London Branch acted as financial adviser and Davis Polk & Wardwell LLP (USA) and Consortium Legal (Costa Rica) acted as legal counsel to HEINEKEN in connection with the transaction.

About HEINEKEN

HEINEKEN is the world's pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. 

With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram. 

About FIFCO

FIFCO is a Costa Rican company with over 117 years of trajectory in the beverage, food, retail, and hospitality sectors. With operations across Costa Rica, Central America, the Dominican Republic, Mexico, and the United States, FIFCO manages 5 production plants and 13 distribution centers, and exports to more than 10 countries worldwide. Its dynamic portfolio includes iconic brands such as Imperial, Pilsen, Bavaria, Adán y Eva, and Tropical, and it proudly partners with global leaders like PepsiCo, Diageo, Concha y Toro and Marriott. FIFCO is recognised for its commitment to innovation, sustainability, and excellence, and leads the region with a world-class ESG model — being water positive, carbon positive, and zero waste.

Media gallery: http://www.theheinekencompany.com/newsroom/media-gallery/

Media Contacts

Christiaan Prins

Director of Global Communications

Marlie Paauw

Global Media Lead

E-mail: pressoffice@heineken.com

Tel: +31-20-5239355

Investor enquiries

Tristan van Strien

Global Director of Investor Relations

Lennart Scholtus

Investor Relations Manager

E-mail: investors@heineken.com

Tel: +31-20-5239590

FIFCO Communications Office

Diego Villagra

Press Executive

E-mail: dvillagra@cckcentroamerica.com

Tel.: +506 8311-4993

Appendix: Illustrative shareholding structure

Market Abuse Regulation

This press release may contain price-sensitive information within the meaning of Article 7(1) of the EU Market Abuse Regulation.

 Disclaimer:

This press release contains forward-looking statements based on current expectations and assumptions with regard to the financial position and results of HEINEKEN’s activities, anticipated developments and other factors. All statements other than statements of historical facts are, or may be deemed to be, forward-looking statements. Forward-looking statements also include, but are not limited to, statements and information in HEINEKEN’s non-financial reporting, such as HEINEKEN’s emission reduction and other climate change related matters (including actions, potential impacts and risks associated therewith). These forward-looking statements are identified by use of terms and phrases such as “aim”, “ambition”, “anticipate”, “believe”, “could”, “estimate”, “expect”, “goals”, “intend”, “may”, “milestones”, “objectives”, “outlook”, “plan”, “probably”, “project”, “risks”, “schedule”, “seek”, “should”, “target”, “will” and similar terms and phrases. These forward-looking statements, while based on management's current expectations and assumptions, are not guarantees of future performance since they are subject to numerous assumptions, known and unknown risks and uncertainties, which may change over time, that could cause actual results to differ materially from those expressed or implied in the forwardlooking statements. Many of these risks and uncertainties relate to factors that are beyond HEINEKEN’s ability to control or estimate precisely, such as but not limited to future market and economic conditions, the behaviour of other market participants, changes in consumer preferences, the ability to successfully integrate acquired businesses and achieve anticipated synergies, costs of raw materials and other goods and services, interest-rate and exchange-rate fluctuations, changes in tax rates, changes in law, environmental and physical risks, change in pension costs, the actions of government regulators and weather conditions. These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only of the date of this press release. HEINEKEN assumes no duty to and does not undertake any obligation to update these forward-looking statements contained in this press release. Market share estimates contained in this press release are based on external sources, such as specialised research institutes, in combination with management estimates. HEINEKEN undertakes no responsibility for the accuracy or completeness of such external sources.

HEINEKEN today announced the installation of a Heineken® 0.0 draught at its 10,000th outlet in Europe. This milestone marks the company’s leadership in the non-alcoholic beer category and underscores the mainstream acceptance of alcohol-free options in bars and restaurants across key markets including the Netherlands, UK, Spain, Ireland, and France.  

As the pioneer of the 0.0 category, HEINEKEN continues to deliver on its commitment to innovation, consumer choice, and responsible consumption. Since the start of 2025, the company has been installing Heineken® 0.0 taps in an average of 14 outlets per day, highlighting the rapid growth of demand for alcohol-free options across pubs and bars. 

Demand for Heineken® 0.0 on tap is surging across key European markets including the Netherlands, UK, Spain, Ireland, and France, with venues reporting strong uptake. the Netherlands specifically, alcohol-free draught consumption is experiencing notable annual growth of 25%. From lunchtime gatherings and after-work drinks to nights out and sporting events, consumers are embracing alcohol-free alternatives. A recent Nielsen study commissioned by HEINEKEN revealed that one in four sports fans now chooses alcohol-free options while cheering on their team, underscoring how quickly 0.0 has become part of everyday social occasions. 

HEINEKEN offers three draught solutions that protect quality and help ensure venues of all sizes are able to offer that premium, freshly poured pint experience to people who have chosen not to drink.  

Launched in 2018 – just one year after its bottled counterpart – Heineken® 0.0 draught has grown in line with changing cultural attitudes toward moderation. With an 18% global share of the 0.0 beer category, HEINEKEN is leading the way in expanding consumer choice, fueling category growth, and reinforcing its commitment to responsible consumption. 

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In 2015, Marc was appointed President Americas and became a member of the Executive Team. Over the past decade, he has been a trusted colleague and a key contributor to HEINEKEN's global success. Under his leadership, the Americas region doubled its revenue, operating profit, and net profit. Both Mexico and Brazil emerged as solid profit contributors, playing a vital role in the region’s overall performance. Marc was instrumental in the acquisition of Brazil Kirin and its integration with our Brazilian operations, which is now our largest market for both Heineken® and Amstel, and a significant profit driver. He also led major transformations in supply chain efficiency, revenue management, and the deployment of AI-driven sales tools. Premiumisation and the rapid expansion of Heineken® 0.0 were key pillars of growth under his leadership. During his tenure, the Americas footprint expanded into Jamaica, Ecuador, Peru, the USA (Lagunitas), and Belize (JV).

A successor will be announced in due course.

- ENDS –

Press enquiries

Marlous den Bieman E-mail: pressoffice@heineken.com

Tel: +31-20-5239-355

Investor and analyst enquiries

Tristan van Strien / Lennart Scholtus E-mail: investors@heineken.com

Tel: +31-20-5239-590

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.

• Revenue €16,924 million 
• Net revenue (beia) 2.1% organic growth; per hectolitre 3.3% 
• Beer volume organic growth -1.2%; Heineken® volume growth 4.5% 
• Operating profit €1,433 million; operating profit (beia) organic growth 7.4% 
• Diluted EPS (beia) €2.08 
• Outlook for the full year unchanged; operating profit (beia) expected to grow organically 4% to 8%

Please scroll down to download the full press release.

The HEINEKEN Company unveiled striking market insights today, highlighting a growing trend toward moderation and alcohol-free choices among Formula 1® fans. As the sport continues to evolve beyond the racetrack into a global cultural phenomenon, changing fan behaviours are reshaping expectations for inclusivity, choice, and responsible enjoyment. 

A new global Nielsen study, commissioned by HEINEKEN, reveals a major shift in drinking habits among sports fans, dispelling the outdated stereotype of the rowdy sports spectator. Conducted across 11 markets and representative of 70% of the combined Formula 1® and UEFA Champions League fanbase, the research shows that one in four fans are cutting back on alcohol or choosing alcohol-free alternatives. Notably, Formula 1® fans drink more 0.0 than the general population, with 56% regularly reaching for a non-alcoholic option compared to just 43% of the general population. 

Over the past decade, Formula 1® has invited old and new fans underneath the hood, taking them behind the scenes to get to know the teams and the colourful personalities, and experience first-hand what it takes to win a championship. These human stories, previously missing from the sport, have seen Formula 1® evolve from a traditional motorsport into a dynamic cultural platform, fueled by a renewed focus on sustainability and the rise of a values-led fanbase.  

With Gen Z and women playing an increasingly influential role in that fanbase, the market for choice and moderation has expanded to meet changing demand. Led by Heineken® 0.0, now in the tenth year of its Formula 1® partnership, alcohol-free options have become more visible through impactful sponsorships and increased availability. At the same time, strong Heineken® brand recognition is helping to make moderation acceptable and aspirational without compromising the fan experience.  

These trends are further quantified by the global fan behaviour study, which reinforces what Heineken® has long believed: that sport has the power to drive cultural change.  

Online interviews (CAWI) were conducted via Nielsen's monthly barometer, Nielsen Fan Insights, using an access panel. The total sample included 17,000 respondents aged 16–69 across 11 countries: Brazil, China, France, Germany, India, Italy, Mexico, Spain, the UK, the USA, and Vietnam, with representation ensured in each market through quota sampling (gender, age, region, occupation) and subsequent weighting. 

Brew a Better World 

HEINEKEN’s Brew a Better World strategy puts sustainability and responsibility front and centre of the business. Part of this ambition was to have a zero-alcohol option for at least one strategic brand in the majority of our operating companies (representing 90% of our business) by 2025, ensuring that in the longer term, wherever HEINEKEN sells beverages, a non-alcoholic alternative is also available. In 2024, we achieved this, with the number of markets with a zero-alcohol option for at least one strategic brand representing 91% of our beer and cider volumes. Today, HEINEKEN’s zero-alcohol portfolio encompasses more than 245 products, offering a wide variety of taste profiles, including lagers, flavored beers, and ciders. 

END

The new festival beat

The vibe this festival season is shifting towards something new – balance. Around the world, the long-standing link between festivals and alcohol is loosening, creating space for a more inclusive and intentional experience. As the sober-curious movement gathers momentum, more events are remixing their offerings to reflect the tastes and values of a new wave of festivalgoers. Especially among Gen Z and Millennials, there’s a desire to celebrate without compromise, and that could mean without alcohol.

For these audiences, moderation isn’t about turning the volume down on fun. It’s about amplifying what matters: presence, connection, and togetherness.

HEINEKEN is here for it

We’re seeing it firsthand; moderation is gaining serious momentum. HEINEKEN is here to serve and support those making the confident choice of moderation. With over 50 brands, including Amstel, Brand, and Desperados, offering true zero-alcohol options, we are providing more ways for people to take part fully in festival culture. It is not about changing the spirit of festivals; it’s about removing the pressure and expanding the possibilities.

This year’s festival season began on a high note at Coachella Valley Music & Arts Festival, where Heineken® 0.0 sales increased by 125.5% compared to the previous year. The festival also featured two dedicated bars serving only non-alcoholic beverages, showing that organizers are adapting to evolving tastes. Meanwhile, in the Netherlands, recent data reveals a growing awareness around alcohol consumption. At festivals, HEINEKEN has seen 0.0 beer sales jump by 35% year-over-year.

Creating traditions through innovation
As drinking occasions diversify, consumers are embracing new flavours, more natural ingredients, and are increasingly opting for low- and no-alcohol choices. With cutting-edge labs, sensory research facilities, packaging development departments and other resources, the Dr. H.P. Heineken Centre will accelerate product development and brewing advances to meet these changing needs. These innovations can include the next evolution of Heineken® 0.0, a new premium lager next to Heineken®, or beyond beer options for entirely new serving occasions.

Through this new Centre, HEINEKEN continues to lead in meeting changing consumer needs and beer innovations, ensuring the creation of drinks with legendary brands and experiences for present and future generations.

The R&D Centre connects Zoeterwoude with leading global universities

Strategically located near the Delft University of Technology and Europe’s largest brewery, the Centre bridges academic research, brewing expertise, and global market needs. The Centre is home to innovative, cross-disciplinary collaboration between HEINEKEN’s international R&D teams, universities, and suppliers, driving improvements in sustainable brewing and fermentation science.

About the Dr. H.P. Heineken Centre

The Centre is named after Dr. Henry Pierre Heineken (1886–1971). As a Doctor of Chemistry, the second-generation brewer developed and implemented quality improvements and innovative, laboratory-fueled ideas. His profound knowledge of chemistry and sharp business acumen positioned Henry Pierre as the first successor to HEINEKEN founder Gerard Adriaan Heineken and his wife, Mary Tindal, in 1914.

Key facts & figures:

• Location: Zoeterwoude, Netherlands (adjacent to the largest brewery in Europe)
• Size: 8,800 m²
• Investment: €45 million
• Staff: around 100 employees, from 12 nationalities
• Focus: Brewing innovation, flavour research, fermentation science, AI, packaging, and consumer science
• Purpose: Global hub dedicated to R&D in brewing innovation, next-generation product development and sustainability; leads HEINEKEN’s worldwide R&D network including hubs in Mexico, South Africa, and Vietnam.
• Facilities: Offices, labs, sensory research, packaging development, supporting global brands such as Heineken®, Desperados, and Amstel.
• Sustainability: Built to BENG standards with A++++ energy label, designed for long-term use.

About HEINEKEN
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 350 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.

Press enquiries

Marlous den Bieman
E-mail: pressoffice.heineken@heineken.com
Tel: +316 237 583 85  

Desperados – the beer flavoured with Latin spirit – today announces a new campaign on Spotify, which sees the world’s most popular audio streaming subscription service unveil the celebration of the Latin music scene.

Desperados’ new Vibe experience on Spotify will, via an in-app pop-up, prompt Spotify Free users already listening to a song to shake their phone in order to reveal a hidden playlist. With Latin music exploding into culture in recent years,  this new feature will act as a tool of discovery for users in Germany, Spain and Belgium. As a brand known for embodying the vibrancy and energy of Latin culture, Desperados is amplifying this playlist to lift the lid on some of the genre's lesser-known artists.

The compilation of tracks has been curated by Latin Grammy award-winning artist and Desperados’ Artistic Director, OVY ON THE DRUMS (36.1 million monthly listeners on Spotify), integrated with music tailored just for the listener. Appointed in his new role by the beer brand earlier this year, OVY ON THE DRUMS is a picture of success among the Latin music scene, and he has now hand-selected a list of need-to-know Latin tracks that can bring the vibe this summer.

This follows the January launch of Desperados’ global campaign, The Beer with Latin Vibe — ideated by agency LePub, to bring the brand's new repositioning to life, designed to use music as a vehicle to inspire Gen Z and Gen Y audiences to live life more freely.

With music recognised as the universal language that brings people together and inspires high-energy moments, the campaign centred on a new track ‘GUAO GUAO’, created in collaboration with OVY ON THE DRUMS and Venezuelan rapper MICRO TDH.

Shake to unlock the Desperados Vibe Playlist by OVY ON THE DRUMS, which is now live on Spotify in Germany, Spain, and Belgium - https://open.spotify.com/site/vibeplaylist. 

ENDS

Notes to Editors

For more information, please contact desperados@wearetheromans.com or joseph.brophy@heineken.com

High-res imagery can be downloaded here.

About Desperados

Born out of wild experimentation twenty years ago, Desperados dared to brew the world’s first Latin Spirit Flavoured Beer. Ever since, we’ve been rewriting the rules and igniting the party spirit through wild experimentation around the world.

About Spotify 

Since its launch in 2008, Spotify has revolutionised music listening. Our move into podcasting brought innovation and a new generation of listeners to the medium. In 2022, we took the next leap, entering the fast-growing audiobook market—continuing to shape the future of audio.

Today, more listeners than ever can discover, manage, and enjoy over 100 million tracks, nearly 7 million podcast titles, and 350,000 audiobooks a la carte on Spotify. We are the world’s most popular audio streaming subscription service with more than 678 million users, including 268 million subscribers in more than 180 markets.

About LePub

LePub, powered by Publicis Groupe, was created combining creative excellence with best-in-class data, media, and technology expertise. We believe in transcending traditional communications, focusing on helping brands integrate into people's daily lives by delivering culturally relevant experiences fueled by extensive global data and world-class creativity. Recognized as the "Creative Agency of the Year "by WARC in 2022 and 2023, and featured in the Contagious Pioneers ranking of 2022, LePub is the place where brands meet culture. Since its inception, LePub has grown into a global network and, in 2025, has embarked on further strengthening its international footprint, with plans to expand to a total of 10 hubs worldwide.

About MassiveMusic 

MassiveMusic, a Songtradr company, is the agency of record for some of the most famous brands in the world. As a trusted partner, MassiveMusic delivers everything a brand needs in the field of music, voice, and sound. Impactful strategies, sonic brand identities, and best-in-class compositions – the agency creates these and so much more thanks to its fervent passion for music combined with craftsmanship and scientific research. The ultimate goal? To make the world sound better, while helping brands and agencies be more effective through the emotional power of sound. 

The campaign will launch ahead of the film’s much-anticipated global release on 25 June, from Warner Bros. Pictures. With Heineken® 0.0 also featuring directly in the film, the partnership marks the brand’s natural place in the world of FORMULA 1®, having been a sponsor since 2016. 

As F1® experiences a cultural rise like no other, F1® THE MOVIE is set to be the film event of the summer, and Heineken® 0.0 is right at the heart of the action, both on and off the track.  

The campaign from Heineken® 0.0 will see the release of a spot featuring Brad Pitt and Damson Idris, created to challenge outdated assumptions around alcohol and socialising.  

The content reflects how modern audiences are rethinking what ‘’choices’’ look like today. In one standout scene, we see Damson’s character, Joshua Pearce, enjoying a Heineken® 0.0, assuming he’s about to drive, when expectations are reversed and in fact it is Brad’s character, Sonny Hayes, getting behind the wheel. Designed to echo the brand’s “When Driving, Or Not” message and delivered within the construct of the film's characters, it supports Heineken® 0.0’s wider approach to normalising moderation, showing that enjoying a great 0.0 beer doesn’t need a reason. 

The collaboration continues Heineken®’s commitment to showing up where culture is happening, in ways that are authentic, entertaining, and socially relevant. 

In the lead-up to the film’s release, fans can expect exclusive content and behind-the-scenes access via Heineken® channels, bringing them closer not just to F1® THE MOVIE, but to the wider cultural conversation about moderation, inclusion, and changing social norms. 

The F1® THE MOVIE partnership builds on Heineken®’s longstanding global sponsorships, including Formula 1™, the UEFA Champions League, and the US Open - all platforms to champion moderation and support more inclusive drinking choices among fans worldwide.   

Further campaign and film details will be announced over the coming weeks. 

Link to TVC.

 ENDS
 

About F1® THE MOVIE: 

Apple Original Films and Warner Bros. Pictures Present A Monolith Pictures / Jerry Bruckheimer / Plan B Entertainment / Dawn Apollo Films Production, A Joseph Kosinski Film, F1^® The Movie, distributed worldwide by Warner Bros. Pictures, in theaters and IMAX^® nationwide on June 27, 2025 and internationally beginning 25 June 2025. 

Having spent £9.5 million in 2024 reopening 62 long-term closed pubs, HEINEKEN UK now has the lowest level of pub closures since 2019. It is continuing its efforts to keep pubs open in 2025, and works are completed or underway to reopen ten pubs so far this year. Although trading conditions have been tough over recent years, HEINEKEN UK has invested consistently throughout, allocating £194 million to improving its pubs between the start of 2020 and the end of 2024. Star Pubs licensees are also confident in the future of the pub market, investing an estimated additional £2 million in the schemes being carried out this year.

As 97% of HEINEKEN UK’s pubs are in rural and suburban locations, its 2025 investment programme will concentrate on community locals. Major refurbishments will equip pubs with stylish, comfortable and welcoming decors designed to attract diverse groups of pubgoers and cater for a wide range of occasions, while preserving original historic features of the buildings. A comprehensive package of energy efficiency measures will be included to increase each pub’s sustainability.

HEINEKEN's unwavering support for bars and pub owners

As trends of loneliness increase and people spend more time online instead of making real-life connections, HEINEKEN's efforts to revitalize pubs and create quality socializing moments become more relevant than ever. HEINEKEN's £40 million investment in the UK is a part of its ongoing commitment to supporting the bar industry and stimulate togetherness.

Pub Succession Campaign 

In 2025, the HeinekenⓇ brand launched the Pub Succession campaign to preserve historic pubs like McLoughlin’s Bar on Achill Island, Ireland. With no family heir, Heineken sought a successor—preferably with the McLoughlin surname—to keep the family name alive. The chosen successor will receive mentorship and business support to ensure the pub thrives as a social hub. This follows the successful Pub Museum campaign in Ireland, which focused on preserving the cultural and historical significance of Irish pubs and received widespread praise and multiple awards.

Swipe for bars that match your preferences

Recognizing that 67% of young adults, particularly Gen Z and Millennials, stick to familiar bars despite their desire for new experiences, the HeinekenⓇ brand earlier this year launched the Bar Dating app in Brazil and Italy, allowing users to swipe right on bars that match their preferences. Also this year, HeinekenⓇ introduced the Hei app in Brazil to help users plan nights out efficiently, driving foot traffic to bars and restaurants. These initiatives not only expanded social circles but also revitalized the nightlife and supported the industry.

Starring Bars: Lights, Camera, Cheers! 

The Starring Bars initiative transforms bars into film sets and with that provided bars with new revenue streams and increased visibility. As part of the HeinekenⓇ brand broader Back the Bars campaign, this initiative creates a global catalogue of bars as film-ready locations. It helps bars attract filmmakers and ensures they benefit financially from being featured in movies, TV shows, and commercials.

Shutter Ads: Bars in the Spotlight During the Pandemic

During the COVID-19 pandemic, HeinekenⓇ launched the innovative Shutter Ads campaign. By transforming the closed shutters of bars into advertising spaces, Heineken redirected its outdoor advertising budget to support these establishments financially. This initiative provided over 5,000 bars in Argentina, Germany, Indonesia, Italy, and Spain with a much-needed revenue stream, redistributing €7.5 million and ensuring that 100% of the participating bars successfully reopened after the pandemic. This brand campaign generated 40% more media value than traditional out-of-home advertising methods and won the Outdoor Grand Prix at the Cannes Lions 2021.

These company and brand initiatives have not only provided financial support but also had a positive social and cultural impact, ensuring bars remain vibrant hubs of community and connection. They have blown new life into local nightlife, celebrating the feeling of togetherness and revitalizing valued locations.

ENDS

HEINEKEN Business Services India is an addition to HEINEKEN’s existing global network of connected hubs that will provide essential services and capabilities to Operating Companies within HEINEKEN. It is expected to be operational as of Q4 2025. The business services network plays an important part in HEINEKEN’s EVERGREEN strategy.

The expansion showcases HEINEKEN's continued investment in the optimal organisation to support long term sustainable growth and maintain competitiveness.

The Notes will be issued under the Company's Euro Medium Term Note Programme and will be listed on the Luxembourg Stock Exchange.

The proceeds from the Notes issuance will be used for general corporate purposes, including debt repayments. The maturity date of the Notes is 29 October 2032.

ABN Amro, Barclays, HSBC, ING and Santander acted as active book runners.

Boosting reuse 

HEINEKEN has embedded the reuse of packaging as a central element of the company’s circularity strategy to reduce the need for new packaging, limit waste, and reduce carbon emissions. Guided by its ‘Brew a Better World’ strategy, HEINEKEN is committed to continuously increasing the volume of reusable packaging used for its products, supporting the move towards a circular economy and building a more sustainable and commercially attractive business model.  

Maximising Reuse to Minimise Waste 

The Ellen MacArthur Foundation’s research demonstrates that scaling packaging reuse offers a powerful pathway to reduce waste and virgin material use. The latest ‘Global Commitment 2024 progress report’ shows that 64% of brands, retailers, and packaging signatories have launched reuse pilots, highlighting the willingness of the industry to move towards a circular economy. Collaborative action can unlock the potential of reuse and help tackle the global waste crisis. 

Together with the Ellen MacArthur Foundation, HEINEKEN is perfectly positioned to capitalize on this willingness and drive impactful change towards the broad adoption of reuse practices within the industry. 

Re-appointment of Executive Board Member

The AGM re-appointed Harold van den Broek as member of the Executive Board for a period of four years, until the end of the AGM to be held in 2029.

Dividend

The AGM adopted the dividend proposal for the year 2024 of EUR 1.86 per share. As an interim dividend of EUR 0.69 was paid on 8 August 2024, the final dividend of EUR 1.17 per share will be made payable on 2 May 2025. Heineken N.V. shares will be quoted ex-dividend on 23 April 2025.

Re-appointment of Supervisory Board Member

The AGM re-appointed Nitin Paranjpe as member of the Supervisory Board for a four-year term.

Appointment of Supervisory Board Member

The AGM appointed Alexander de Carvalho as member (and delegated member) of the Supervisory Board for a four-year term.

Appointment of External Auditor

The AGM re-appointed KPMG Accountants N.V. (KPMG) as external auditor for financial reporting for the financial year 2026, and appointed KPMG as external auditor for sustainability reporting for the financial years 2025 and 2026.

The voting results per agenda item of the AGM of Heineken N.V. of 17 April 2025 can be found on the HEINEKEN website: www.theHEINEKENcompany.com/investors/governance/agm, as per close of business on 18 April 2025.

• Revenue €7,784 million, decreasing 4.9% 
• Net revenue (beia) organic growth up 0.9%; per hectolitre increasing 3.3% 
• Beer volume organic decrease of 2.1% 
• Premium beer volume organic growth of 1.8%; Heineken® volume growth of 4.6% 
• Outlook for the full year unchanged; operating profit (beia) expected to grow organically 4% to 8%

Please scroll down to download the full press release.

Guillaume Duverdier

Guillaume joined HEINEKEN in 2000 and has built an impressive 25-year career as a commercial leader and Managing Director across the business. He has operated in a wide range of markets differing in market archetype, size, complexity, and across multiple continents. He has been Managing Director in Tunesia, Egypt, Poland, Spain, and our largest operation globally Mexico. His track record of delivering strong business results across these varied markets is a testament to his expertise, adaptability and business acumen.

Most recently, Guillaume has served as Managing Director of HEINEKEN México since January 2022, where he significantly accelerated financial results and drove impactful strategic initiatives. Under his leadership, HEINEKEN México achieved outstanding business performance, with notable expansion of Six—HEINEKEN México’s retail chain of 17,000 stores—which is a foundation of the company’s market strategy. While accelerating digital transformation in sales, he also oversaw the commissioning of the Meoqui Can Factory—the first of its kind in the HEINEKEN world—supporting HEINEKEN’s vertical integration strategy and operational excellence. In terms of sustainability, HEINEKEN México became the company’s top performer in efficient water use, setting a benchmark across the global network.

Roland Pirmez

Roland began his career living and working in various African countries, including the Democratic Republic of Congo, before joining HEINEKEN in 1996 as Managing Director – Angola. From there he transitioned to Asia where he was General Manager of Thai Asia Pacific Brewery from 1998 to 2002. He then led HEINEKEN’s entry into the Russian market, building the business as CEO of HEINEKEN Russia until 2008.

After Russia, Roland returned to Asia Pacific as CEO of Asia Pacific Breweries, where he played a critical role in driving HEINEKEN’s business in the region. His tenure saw significant acceleration in growth, strengthening HEINEKEN APAC into a key pillar of our company’s global footprint.

During his ten-year tenure as Regional President for AME, Roland led the business through major volatility, including the COVID pandemic and major currency devaluations. Under his leadership, the AME region entered a new phase with the acquisition of Distell and Namibia Breweries Limited, creating Heineken Beverages in Southern Africa in 2022, and the announcement of the first major brewery in the Gulf region through the Sirocco Joint Venture.

Roland shaped the commercial growth agenda, building multi-category portfolios for top-line growth. He pioneered digitizing the route to consumer, leading to increased market grip, consistent market share gains, and improved customer satisfaction. His ability to lead in uncertain circumstances while delivering sustained performance made him a key figure of HEINEKEN’s global success.

- ‘The Flipper’ phone case is a world-first prototype that flips your phone face down so you don’t get distracted by socials when you’re out socializing

- Inventor Simone Giertz collaborated with Heineken^Ⓡ to road-test the device in her own humorous way 

Heineken^Ⓡ has created a prototype phone case that helps with a very modern problem: everyone being at the bar scrolling through their social media rather than talking to each other.

‘The Flipper’ quite literally flips your phone face down when it senses people are out having a good time through clever voice detection technology. The idea is that instead of being distracted by a barrage of notifications, people get #SocialOffSocials.

The witty device uses an AI-trained listening tool connected to a robotic arm to flip the phone nestled inside it when it senses the word ‘cheers’ - a universal sign you’re out having a good time in person.

The global beer brand launches the creation in a bid to demonstrate the issue of ‘Phubbing’ - being distracted by social media and snubbing the people you’re with. In fact, a recent study* showed that up to 47% of adults are ‘phubbers’, glued to their smartphones.

To promote the message of getting #SocialOffSocials, Heineken^Ⓡ recruited Swedish inventor and robotics enthusiast Simone Giertz to test The Flipper in her own idiosyncratic and humorous way.

‘The Flipper’ isn’t the first device Heineken^Ⓡ has created in its bid to tackle digital overload. Last year, the beer brand launched ‘The Boring Phone’ - a stylish phone that comes without all the features that make the modern smartphone so distracting. The devices became a sellout success, proving that social lives are more enriching when there’s less on your phone. In fact, they were so popular that Heineken^Ⓡ  later launched ‘The Boring Mode’ - a way of turning any smartphone into a Boring Phone.

Heineken^Ⓡ also created ‘The Closer’, a high tech bottle opener that offered a funny response to our ‘always-on’ culture. When people used it to open a bottle of Heineken^Ⓡ, the bottle opener immediately shut down work applications - leaving you free to enjoy a beer without any annoying emails and notifications.

The ironic yet iconic Flipper is a prototype, but even those who can't get their hands on one are encouraged to flip their phones the old fashioned way and avoid digital distractions. Cheers! #SocialOffSocials.

You can find out more about ‘The Flipper’ here.

Link to imagery and demo video here.

Link to video of The Flipper in action here.

Notes to Editors:

Contact: heineken@wearetheromans.com

Joey Brophy, Global Brand PR: joseph.brophy@heineken.com      

______________________________________________________________________________________________________________________________________________________________________

*Study in the National Library of Medicine by Ora Peleg; Meyran Boniel-Nissim; ‘Exploring the personality and relationship factors that mediate the connection between differentiation of self and phubbing’

- Global data shows that 67% of young adults* tend to go back to the same bar time again, despite wanting now more than ever to explore new places, have new experiences and meet new people

- With dating apps now part of everyday life, Heineken^Ⓡ is blending the words of swiping and socialising - offering consumers a clever and easy new way to match with a new bar and refresh their social life  

Heineken^Ⓡ is shaking up the dating app scene - not for romance, but to help young adults discover new bars and “match” with a more rewarding social life. 

The global beer brand has launched ‘Bar Dating’ apps in Brazil and Italy, designed to add a fresh twist to a night out by helping consumers find new venues and break free from their ‘usual’. No longer just a way to connect with new people, consumers will be able to use the apps to “swipe right” on their next (bar) date. 

Each bar has a dating profile so consumers can find a match which is just their type. Whether that’s a bar with stacks of personality, one with more laid-back vibes, one with a good sense of humour, passionate about live music, or one that simply serves their go-to beer with a side of good conversation. 

Heineken^Ⓡ - which has always strived to foster quality socialising moments - hopes that the launch of the new apps will help younger consumers break free from the sameness, expand their social bubbles and build more real-life connections. It has also been designed to support the bar industry - encouraging more customers through doors. As part of the campaign, Heineken^Ⓡ has worked with bars to give their dating profiles a glow up ahead of the launch of the app to help attract new customers. 

The launch comes hot on the heels of new global research revealing that 67% of young adults (Gen Z and Millennials) worldwide admit they tend to play it safe and go back to the same bar time and time again when socialising with friends. 

Despite having the strongest desire to discover new places, have new experiences, and meet new people, the reality is Gen Z and Millennials tend to stick to their comfort zone. 21% are worried about going somewhere they wouldn’t like, 18% say it is too hard to please all their friends, and 15% say they are overwhelmed by choice.

The research found that this was having a knock on effect on how young people felt about their social lives. More than half (59%) admitted they didn’t think it was as rewarding as it could be, with a third (34%) wishing their social life involved more new experiences and a quarter (23%) of Gen Z saying it lacked a certain ‘spark’.

Gone are the days of meet-cutes and blind dates organised by friends, the research shows that the first place Gen Z and Millennials turn when they want to spice up their love lives is apps. 

Heineken^Ⓡ found that two-thirds (64%) would like a way to find new bars the same way they swipe through dating apps. And with a similar number (63%) saying they’d be happy to consider an open relationship with their local, it’s clear monogamy will not be an issue.

Half (47%) don't think social experiences should be limited to one place and the same people and two in five (37%) believe discovering new places could keep their social life fresh, stimulating, and exciting.

Bar Dating is just one of a number of campaigns launching across 2025 designed to back the bars and support socialisation across the world – and follows the success of Heineken’s^Ⓡ Pub Succession campaign in March 2025. 

Notes to editors:

For more information please contact: heineken@wearetheromans.com  

Joey Brophy, Global Brand PR: joseph.brophy@heineken.com  

About the Bar Dating WebApp (Italy)

Bar Dating is a WebApp that helps you discover great bars and events while effortlessly planning get-togethers with friends to meet at the bar. Access it via bardating.com

About the Hei App (Brazi):

The Hei App is a mobile app designed to help consumers discover new bars in São Paulo, Brazil. With expert curation of São Paulo’s bar scene, the app offers exclusive content and recommendations - all discoverable via swiping, akin to a dating app. The Hei App will be frequently updated with new content and will feature curation by major names in the cultural scene. To download Hei App, simply visit the mobile app store—Google Play or Apple Store—and search for ‘Hei.’ The app is restricted to users aged 18 and over.

Research:

*Heineken^Ⓡ commissioned survey of attitudes to dating and socialising. Sample size of 7,200 adults of legal drinking age across the UK, USA, South Africa, India, Brazil, France, Italy & Egypt). Research conducted by OnePoll, March 2025. Research can be broken down by country and further demographics on request.

- This new, limited-edition drop blurs the lines between beer and beauty, taking the signature ultra-smooth taste of Heineken® Silver and turning it into an unexpected creation

- The Heineken® Smootheriser will launch in Cambodia and Taiwan, bringing a refreshing twist to skincare and redefining what smoothness means

Heineken® Silver, the beer renowned for its ultra-refreshing smoothness, today unveils The Heineken®  Smootheriser, a “skin-smoothing” beauty cream. Blurring the boundaries between beer and beauty, the cream draws inspiration from Heineken® Silver’s crisp, easy-drinking formula, taking its smoothness beyond just beer.

At a time when consumers are engaging with brands in more unexpected ways, Heineken® Silver is leaning into cultural trends, stepping beyond traditional marketing to create something playful and disruptive. Launched in Asia, this unexpected creation taps into skincare’s popularity surge and the rise of self-care to engage a broader audience with something playful and disruptive.

Disrupting Expectations, One Smooth Move at a Time

Pushing category boundaries is in Heineken® Silver’s DNA. Brewed at -1°C for a refreshingly crisp taste, the beer has always redefined smoothness. Now, in true Heineken® Silver fashion, the brand is making waves with its unconventional approach to brand engagement and sparking curiosity and conversation.

What started as a joke was just too smooth not to make real.

A Cultural Conversation in the Making

While it makes its debut on April 1, The Heineken® Smootheriser is no April Fool’s joke. The product actually exists, blurring the line between parody and possibility. Infused with the same quality barley and hops that give Heineken® Silver its signature crisp taste, The Heineken® Smootheriser is exquisitely packaged with a premium formulation that is designed to hydrate and nourish the skin. Over 1,000 limited-edition boxes are now available exclusively through select activations and giveaways.

The Heineken® Smootheriser will launch in Taiwan and Cambodia, coinciding with Heineken® Silver’s official launch in the latter market.

Fans eager to witness the exciting blend of beer and beauty can follow @heineken_tw and @heineken_kh on Instagram for more updates on The Heineken® Smootheriser.

Press Enquiries:

Joey Brophy, Global Brand PR

joseph.brophy@heineken.com     

Brau Union Österreich and freight technology company Einride today announced their partnership in electrifying road freight operations across Austria. Initial operations kicked off in January, showcasing the next step for Brau Union Österreich in reducing CO2 emissions within their supply chain.

Routes for the first wave are now running fully electric between the Göss and Puntigam breweries, the Brau Union Österreich Hub Süd logistics center in Wundschuh to sales and partner warehouses in southern Austria. Utilizing eight vehicles as a first step, around 20 deliveries a day are now powered by electricity from renewable sources¹.

These e-trucks are estimated to save around 400 tons of CO2 over approximately 378,000 kilometers a year². In other words, this first wave in 2025 achieves an estimated emission reduction of about three percent³ of the full primary domestic distribution in Austria. This must be seen as an initial step towards the electrification of freight transport, which still faces challenges, including the availability of an extensive charging infrastructure and the current limitations of e-trucks for long-haul routes.

Partnership picks up speed in 2025

Following this initial wave of deployment, Brau Union Österreich and Einride will further expand the partnership with 20 more e-trucks, adding routes across Vienna, Upper Austria, Lower Austria and Styria, starting later in 2025. This will be supported by the full Einride platform, which includes the 28 electric vehicles4 and charging infrastructure at Hub Süd, all connected and optimized with intelligence from the AI powered Einride Saga operating system.

By the end of 2026 the forecast of the Einride Saga system is an estimated CO2 reduction of 1800 tons of CO₂⁵ or up to thirteen percent of Austria's full primary domestic distribution.

For Einride, this Austrian partnership is an expansion of its partnership with HEINEKEN. A fleet of five digitally optimized electric vehicles has already been operating from the Dutch brewery Den Bosch to Duisburg in Germany since February 2024⁶. Once the second wave of operations is live later on, it will serve as the most extensive e-mobilization of trucks for primary distribution to distributors and retailers for the international HEINEKEN Group in Europe to date.

_________________________________________________________________________________

1. https://www.brauunion.at/wp-content/uploads/2024/10/Bescheinigung_AT_im-VORHINEIN_Brau-Union-Oesterreich-AG_20240104-1.pdf 
2. Estimate based on internal methodologies and industry-specific emissions factors.
3. Estimate based on internal methodologies and industry-specific emissions factors.
4. This will further increase the electronically driven share of our haulier partnership. The exact capacity utilization can only be quantified in daily operations. With the current 8 e-trucks, for example, around 29% of haulier transports in the Göss-Puntigam-Hub South region were already electrically powered in February. 
5. This corresponds to 7,376,922 kilometers covered by an average gasoline-powered car, calculated via: Greenhouse Gas Equivalencies Calculator | US EPA 
6. HEINEKEN announces first cross-border electric freight journey in partnership with Einride 
7. Unabhängiges Siegel bestätigt zum wiederholten Mal das Nachhaltigkeitsengagement der Brau Union Österreich - Brau Union | Online Presse-Center

The HEINEKEN Company today announced the launch of its first Global Generative AI (GenAI) Lab in Singapore. This initiative aims to transform how GenAI enhances growth, productivity, and customer engagement across the company’s global operations. Established in collaboration with AI Singapore, the HEINEKEN GenAI Lab marks a significant milestone in HEINEKEN’s journey to becoming the world’s best-connected brewer.

The Lab will lead the development of advanced scalable GenAI solutions across critical business areas, including sophisticated agentic systems that can autonomously solve complex problems—from automated marketing content creation to intelligent financial reporting and next-generation customer support and knowledge management systems. HEINEKEN’s approach combines human expertise with AI capabilities to ensure our practices are responsible while creating standardised solutions for global implementation.

The Lab is uniquely established as an ongoing collaboration between HEINEKEN and AI Singapore, fostering continuous knowledge transfer and talent sharing. By the end of 2025, the Lab aims to assemble a highly specialised full-time team of experts. This team will integrate HEINEKEN's Digital and Technology specialists with talent recruited from AI Singapore. Additionally, this core team will have access to AI Singapore’s talent pool, enabling them to connect with top AI professionals and leverage the most innovative approaches in the field.

The HEINEKEN GenAI Lab builds on our proven track record of successful GenAI implementations, including our financial insights platform that provides instant access to a decade of financial data, and our innovative KIM (Knowledge and Insight Management) solution, which revolutionises how our marketing teams access consumer and market insights. These successes demonstrate HEINEKEN’s commitment to GenAI-powered innovation and set the stage for the Lab's ambitious research agenda.

Press enquiries

emily.belton@heineken.com / +65 911 68473  

marlie.paauw@heineken.com

Original statement from the 26th February, 2025 is below

We are deeply concerned about the evolving conflict in the Eastern areas of the Democratic Republic of Congo (DRC).

Our top priority is the safety and well-being of our employees and their families. Prior to the conflict reaching Goma and Bukavu, our local Operating Company ‘Bralima’ suspended all operations and provided resources so that our local colleagues could shelter at home with regular safety check-ins.

On 15^th February, following the withdrawal of the Congolese forces and police, widespread looting occurred in Bukavu by the local civilian population. This affected businesses and NGOs, including Bralima’s depots and brewery which were extensively looted. This included the theft of large amounts of stock, raw materials and spare parts as well as significant damage to the brewery control room. Assessing the full extent of the damage will take time.

On 20^th February, the Bralima depot in Uvira was looted by military and militia groups.  We are greatly relieved that no Bralima colleagues or their families were harmed. Our business operations remain suspended in Goma, Bukavu and surrounding areas. Our focus remains on doing all that we can to ensure the safety of our colleagues and support them during these challenging times.

Bralima will continue to operate as normal in the remainder of DRC while taking all precautions necessary to protect our colleagues in the DRC.

 The full Annual Report 2024 is available here: https://www.theheinekencompany.com/our-company/our-2024-annual-report  

Heineken Holding N.V. (Heineken Holding), HEINEKEN's majority shareholder, will participate pro rata to its shareholding in HEINEKEN's share buyback programme on a daily basis, pursuant to an agreement between HEINEKEN and Heineken Holding. The price per HEINEKEN share payable to Heineken Holding will be the volume-weighted average price of the shares acquired by HEINEKEN on market as part of the programme on the relevant day. HEINEKEN and Heineken Holding have entered into an arrangement to ensure Heineken Holding's participation in HEINEKEN's share buyback programme is implemented in conformity with Heineken Holding's articles of association.

The first tranche of the HEINEKEN share buyback programme is expected to be completed no later than 30 January 2026, or so much earlier as the amount dedicated to the first tranche has been spent, barring unforeseen circumstances. All shares that are repurchased under the programme will be cancelled. The share buyback programme may be suspended, modified, or discontinued at any time.

The programme will be executed within the existing authority granted in the 25 April 2024 HEINEKEN Annual General Meeting of Shareholders and the authority to be granted by future general meetings of HEINEKEN.

The programme will be executed in compliance with the Market Abuse Regulation 596/2014 and Commission Delegated Regulation (EU) 2016/1052 (as amended, “Market Abuse Regulation”), including, with respect to the repurchase of shares on the market, compliance with the safe harbour provisions for share buybacks.

HEINEKEN will inform the market of the progress of the programme through regular press releases and updates on its website (www.heinekencompany.com/investors).

Editorial information:

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.

Disclaimer:

This press release contains forward-looking statements based on current expectations and assumptions with regards to the financial position and results of HEINEKEN’s activities, anticipated developments and other factors. All statements other than statements of historical facts are, or may be deemed to be, forward-looking statements. Forward-looking statements also include, but are not limited to, statements and information in HEINEKEN’s non-financial reporting, such as HEINEKEN’s emissions reduction and other climate change related matters (including actions, potential impacts and risks associated therewith). These forward-looking statements are identified by their use of terms and phrases such as “aim”, “ambition”, “anticipate”, “believe”, “could”, “estimate”, “expect”, “goals”, “intend”, “may”, “milestones”, “objectives”, “outlook”, “plan”, “probably”, “project”, “risks”, “schedule”, “seek”, “should”, “target”, “will” and similar terms and phrases. These forward-looking statements, while based on management's current expectations and assumptions, are not guarantees of future performance since they are subject to numerous assumptions, known and unknown risks and uncertainties, which may change over time, that could cause actual results to differ materially from those expressed or implied in the forward-looking statements. Many of these risks and uncertainties relate to factors that are beyond HEINEKEN’s ability to control or estimate precisely, such as but not limited to future market and economic conditions, the behaviour of other market participants, changes in consumer preferences, the ability to successfully integrate acquired businesses and achieve anticipated synergies, costs of raw materials and other goods and services, interest-rate and exchange-rate fluctuations, changes in tax rates, changes in law, environmental and physical risks, change in pension costs, the actions of government regulators and weather conditions. These and other risk factors are detailed in HEINEKEN’s publicly filed annual reports. You are cautioned not to place undue reliance on these forward-looking statements, which speak only of the date of this press release. HEINEKEN assumes no duty to and does not undertake any obligation to update these forward-looking statements contained in this press release. Market share estimates contained in this press release are based on outside sources, such as specialised research institutes, in combination with management estimates.

KEY HIGHLIGHTS

• Revenue €35,955 million 
• Net revenue (beia) 5.0% organic growth, per hectolitre 3.5% 
• Beer volume 1.6% organic growth; Heineken® volume up 8.8% 
• Operating profit €3,517 million; operating profit (beia) 8.3% organic growth 
• Operating profit (beia) margin 15.1%, up 40 bps 
• Net profit €978 million; net profit (beia) 7.3% organic growth 
• Diluted EPS (beia) €4.89 
• Free Operating Cash Flow €3,058 million 
• HEINEKEN to launch two-year €1.5 billion share buyback programme 
• Full year 2025 outlook: 4% to 8% operating profit (beia) organic growth

Financial Summary¹

_{¹Consolidated figures are used throughout this report, unless otherwise stated. Tables will not always cast due to rounding. Please refer to the Glossary for an explanation  of non-GAAP measures and other terms. Page 27 includes a reconciliation versus IFRS metrics. These non-GAAP measures are included in internal management reports  that are reviewed by the Executive Board of HEINEKEN, as management believes that this measurement is the most relevant in evaluating the results and in performance  management. Full year numbers are audited. 
²Organic growth shown, except for Diluted EPS (beia), which is total growth. 
³Includes acquisitions and excludes disposals on a 12-month pro-forma basis.}

The Supervisory Board of Heineken N.V. (HEINEKEN) announces that Peter Wennink, the Vice-Chair of the Supervisory Board, will assume the role of Chair of the Supervisory Board as per the Annual General Meeting (AGM) in April 2025. Mr. Wennink joined the Supervisory Board per the AGM in 2024 and is a valuable member of the Audit Committee, Remuneration Committee and Selection and Appointment Committee. Mr. Wennink has extensive executive and non-executive leadership experience, including as CEO of ASML until 2024 and as member of the Supervisory Board of VDL Group.*

Jean-Marc Huët, the Chair of the Supervisory Board, will step down from the Supervisory Board at the AGM in 2025 after a successful tenure of 11 years. Mr. Huët started on the Supervisory Board in 2014 and held the role of Chair since 2019. With his dedicated and profound leadership, he has significantly contributed to the company’s success. Throughout his long tenure he has fostered a strong and collaborative relationship between the Supervisory and Executive Board. His unwavering support and forward-thinking leadership have been invaluable, steering the company through important transitions and paving the way for continued success.

Maarten Das will retire from the Supervisory Board when his current term ends at the AGM in 2025. Mr. Das was first appointed to the Supervisory Board as member (and delegated member) in 1994. With his broad legal and business experience, he has been a trusted voice on the Supervisory Board for more than three decades. He was a valuable member of various Committees of the Supervisory Board, and Chair of the Remuneration Committee from 2004 until 2024.

The Supervisory Board will nominate Alexander de Carvalho for appointment as member (and delegated member as stipulated in the company’s Articles of Association) of the Supervisory Board at its AGM in April 2025. With the proposed appointment of Mr. de Carvalho, the Heineken family continues the tradition of personal involvement by successive generations of the Heineken family in the company. Mr. de Carvalho has a background in finance, technology and digital transformation. He has been a non-executive member of the Board of Directors of Heineken Holding N.V. since 2013.

Furthermore, Nitin Paranjpe will be nominated for reappointment as member of the Supervisory Board at the AGM in April 2025 for a next four-year term. Mr. Paranjpe has extensive global business and leadership experience in various positions at Unilever and as Independent Director at Infosys. Mr. Paranjpe will become Vice-Chair of the Supervisory Board, succeeding Peter Wennink in this role, and will continue his role as Chair of the Sustainability and Responsibility Committee after his reappointment.

_{*Update to information on external (advisory) position of Mr. Wennink made on 14 December 2024.}

END OF PRESS RELEASE

Press enquiries
Christiaan Prins / Marlous den Bieman
E-mail: pressoffice@heineken.com
Tel: +31-20-5239-355

Investor and analyst enquiries
Tristan van Strien / Lennart Scholtus
E-mail: investors@heineken.com
Tel: +31-20-5239-590

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 350 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn, Twitter and Instagram.

Market Abuse Regulation

This press release may contain price-sensitive information within the meaning of Article 7(1) of the 
EU Market Abuse Regulation.

‘You Never Roar Alone’ heralds the next chapter for Tiger®, which has been urging consumers to ‘Uncage your Tiger®’ and push beyond limits to achieve great things for more than 10 years. In 2024, Tiger® is evolving its interpretation of what it means to be bold and uncage your inner tiger, recognising that courage and progress are not just internally driven, but fuelled by one’s tribe.

The ‘You Never Roar Alone’ campaign kicks off with a film about a street vendor who dreams of growing his fledgling enterprise into something much bigger, so much so, he even keeps a sketch of his dreams permanently pinned to his cart. Slowly but surely, his vision becomes a reality as friends, family – even strangers – help him through tropical storms, epic climbs, long nights and bumps in the road.

One of Singapore’s success stories, Tiger® was founded in 1932 and is now part of Asia’s cultural fabric. Its story has always been one of defying the odds by creating an original Asian brew in Singapore’s equatorial heat when others said it couldn’t be done. Today, Tiger® is available in more than 60 international markets and boasts numerous awards.

Directed by Romain Chassaing of Solab Films in France, ‘You Never Roar Alone’ is now running in key markets globally.

END

Press enquiries:

Barbara Messer | Creative PR Lead, Publicis Groupe APAC & MEA

barbara.messer@publicisgroupe.com | +61 403 930 445

Luca Orioli, Senior PR Manager, LePub

luca.orioli@le.pub | +39 0231037113