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.

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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.

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The UN has defined the theme for this year being ‘Water and Gender’.  While water challenges affect everyone, they don’t affect all in the same way; especially in places where access to safe drinking water is limited.

According to WHO and UNICEF (2023), 1.8 billion people still do not have drinking water available on premises, and in two out of three households women are primarily responsible for collecting water. Due to assigned traditional gender roles, women are most often responsible for collecting and managing water. Data from UN (2024) also indicates that in 53 countries with available data, women and girls spend around 250 million hours each day collecting water, more than three times the time spent by men.

These insights show why improving water access can create wide-ranging social benefits.  Our water access projects, which are part of our water replenishment and social impact initiatives, focus on providing safely managed drinking water, available on premises, when needed and free from contamination, helping strengthen resilience in the communities where we operate.

HEINEKEN’s Approach: Towards Healthy Watersheds and Nature

HEINEKEN’s water strategy goes beyond its brewery walls and is structured around three core pillars:

• Water in production - Using water more efficiently, reusing and recycling it where feasible, and treating wastewater properly to protect local ecosystems.
• Water in communities - Replenishing the water we put into our products in regions facing water stress and improving access to safe drinking water where matters the most.
• Water in the agricultural supply chain - Working with farmers and suppliers to promote more water-efficient and sustainable agricultural practices.

Together, these focus areas reflect a value-chain approach that considers water use across HEINEKEN’s operations and supply network.

Enhancing Water Efficiency in Production

As part of its ambition to reduce water usage in our production processes, HEINEKEN has strengthened its 2030 goals. The company now aims to reduce average water use to 2.6 hectolitres of water per hectolitre of beer produced globally, and to 2.4 hl/hl in water-stressed areas in scope.

Progress is already underway. By the end of 2025, HEINEKEN achieved an average water use of 2.9 hl/hl globally (2024: 3.1 hl/hl) and 2.9 hl/hl in water-stressed areas (2024: 3.0 hl/hl). With this, we saved 4.2 billion litres of water across the globe, equivalent to 1680 swimming pools or taking 24 million showers of 10 minutes each.

Water Replenishment and Water Access in Water-Stressed Areas

 HEINEKEN's water strategy ‘Towards Healthy Watersheds and Nature’ goes beyond its own operations. The company therefore implements programmes in surrounding communities aimed at supporting watershed replenishment and providing access to safely managed water in water stressed areas.

HEINEKEN’s 2030 goal is to fully balance the water it puts in its products in water-stressed areas in scope, returning 1.5 litres of water for every litre of beer produced in those places through water replenishment projects.

As of 2025, replenishment projects have started at 38 of the 40 priority sites in water stressed areas. And five more breweries, located in Vietnam, Mexico, Burundi, and two sites in Ethiopia, have now achieved full water balance.

As a result, 43% of HEINEKEN’s breweries in water-stressed areas are fully balanced, compared with 29% in 2024.

As part of these initiatives, HEINEKEN continues to implement programmes designed to support improved access to safe drinking water in communities facing water challenges, aligning with our water and social impact goals.

In India, we partnered with WaterAid on the Safe Drinking Water Project in West Bengal. Three community purification units now provide safe drinking water to around 1,600 people across two villages.

In Brazil, as part of our COP30 legacy, two water treatment stations were installed in communities around Belém through our Mamba Water project, helping households improve access to safe drinking water. We also installed water treatment units in the state of Ceará and Rio de Janeiro.

In Egypt, we signed a cooperation agreement to construct 50 rainwater harvesting wells, each with a capacity of up to 50 m³ with a lifespan of 50 years. This initiative will aim to enhance water accessibility for 250 people in Marsa Matrouh. Additionally, we installed seven clean drinking water connections for underserved households surrounding our plant in Behiera.

Water management in our agricultural supply chain

Agricultural operations constitute the largest portion of HEINEKEN’s water footprint. Our sustainable sourcing programme supports many of our environmental goals and aims to deliver social and business benefits. Through our sustainable sourcing programme, we aim to source 100% of key ingredients—barley and hops—sustainably by 2030, following the standards set by the Sustainable Agriculture Initiative (SAI) Platform, which include water, nutrient and soil management and biodiversity. In 2025:

78% of barley was sustainably sourced (2024: 74%)

90% of hops qualified as sustainably sourced (2024: 94%)

The slight decrease in sustainably sourced hops reflects increased local sourcing in some markets where suppliers are not yet fully meeting SAI standards.

Partnerships for change

 Maintaining the health of the watershed requires collective multi-stakeholder action. We collaborate through local and global alliances to increase our reach and scale our impact.

The company has been a signatory of the UN Global Compact CEO Water Mandate since 2009 and joined the Water Resilience Coalition at its launch in 2020. HEINEKEN also serves as a Water Resilience Coalition Basin Champion for the Monterrey region and the wider Rio Bravo/Grande Basin, supporting collaborative efforts to strengthen water resilience in the area.

In addition, HEINEKEN is a member of the Beverage Industry Environmental Roundtable (BIER), a coalition of global beverage companies working together to advance environmental practices across the sector.

In 2025, HEINEKEN were included for the first time in CDP’s ‘A list’ for Water Security. Being recognised for their strategy and actions ‘Towards Healthy Watersheds and Nature ‘.

Looking Ahead

While progress has been made, there is still more work to be done. That’s why long‑term partnerships, local engagement, and better impact measurement are essential.

In 2026, HEINEKEN introduced a new goal focused on social impact outcomes. By 2030, our ambition is to support more than 300,000 people across our communities and value chain, improve economic opportunity, resilience, and social cohesion.

As World Water Day approaches, we’re reminded that water solutions should be inclusive. We will continue working with partners, suppliers and local stakeholders to support watershed resilience and promote effective water use. By supporting access to safe water and working with partners where we operate, we’re working on our 2030 Brew a Better World strategy. Helping restore water resources means supporting the communities and ecosystems that depend on them. Together We Can!

More information on HEINEKEN’s water and nature strategy please see our annual report.  

Now more than ever, consumers are refusing to choose between their lifestyle goals and their social lives. Demand for non-alcoholic options that fit into active social moments, from the padel court to a sun-soaked afternoon, is stronger than ever. The demand for low and no-alcohol beer continues to grow. Present in 117 countries, Heineken 0.0 is at the forefront of the non-alcoholic beer (NAB) category. The brand is a driving force in making NAB accessible and desirable for everyone, everywhere. Heineken 0.0 Ultimate builds on the success of this growing category.

Driven by younger, health-conscious consumers and "sober curious" trends, interest in zero and lower calorie drink offerings is accelerating. With its zero-calorie and zero-sugar proposition, Heineken 0.0 Ultimate meets this modern need with a premium, great-tasting non-alcoholic brew designed for today’s social occasions.

"We pioneered the U.S. non-alcoholic beer category with the launch of Heineken 0.0 in 2019 and are continuing to grow and invest with our newest innovations. With over thirteen million cases sold, Heineken® 0.0 has proven that you can elevate your social experience without alcohol," said Maggie Timoney, CEO of HEINEKEN USA. “Now, we’re raising the bar again. Heineken® 0.0 Ultimate is our answer for the consumer who wants even more choice: world-class taste, zero alcohol, zero sugar, and zero calories, so you never have to compromise."

Heineken 0.0 Ultimate features soft fruity notes, harmonized with a delicate malty body, all without alcohol, calories, and sugar. Double-brewed to remove alcohol, it delivers a fresh, balanced taste with a refined mouthfeel and refreshing snap, made for daytime hangs and active moments.

On top of this, Heineken® has also claimed the top spot as World’s Most Awarded Advertiser of the Year in The Drum World Creative Rankings 2025, leading the global list of advertisers behind the most celebrated campaigns of the year. The Drum World Creative Rankings celebrate advertisers and creative partners whose work has received honours across the world’s most prestigious award shows. Heineken® ranked #1 globally among advertisers, highlighting the company’s and the brand’s continued commitment to legendary creativity and its ambition to be the world’s most pioneering beer company.

The recognition reflects the power of creativity across The HEINEKEN Company’s portfolio, and the role bold ideas play in driving cultural relevance, brand growth and business impact. It reinforces the company’s belief that creativity is a core engine of growth and a key driver within The HEINEKEN Company’s EverGreen strategy.

Across 2025, creativity showed up in powerful ways across HEINEKEN’s global brands. From Heineken campaigns such as Pub Museums, Pub Succession and Starring Bars to Desperados’ Guao Guao and Tecate’s Gulf of Mexico Bar, the work combined local insight, cultural relevance and craft to create ideas that resonated with consumers around the world.

Within the WARC Creative 100, the Heineken brand was recognised through two campaigns in the Top 100: Pub Museums (#16) and Pub Succession (#58), both created in Ireland by Le Pub. In total, the Heineken brand featured across 21 campaigns included in the WARC Creative 100.

In The Drum World Creative Rankings, this creative excellence also translated into strong industry recognition. Heineken’s Pub Museums ranked #4 among the most awarded campaigns in the Food and Beverage sector, while Desperados’ Guao Guao ranked #5 in the same category.

Beyond brand performance, The HEINEKEN Company ranked #3 as an advertiser in the WARC Creative 100. This ranking reflects 32 campaigns across seven brands, including Heineken®, Export, Tecate, Desperados, Savanna, Windhoek Beer and Indio, with Heineken® the only brand to feature in the Top 50.

Creativity across the portfolio also continues to push boundaries. Desperados’ Guao Guao was recognised among the Top 20 most awarded campaigns in the world in The Drum World Creative Rankings.

The campaign brought the brand’s Latin vibe to life through music, culture and bold creativity, going beyond advertising to create a movement that resonates with a new generation of consumers.

Looking ahead, The HEINEKEN Company remains focused on raising the bar for creativity across its portfolio. By pushing creative boundaries, shaping culture and sparking meaningful social connections, the company continues to build brands that move at the speed of culture and turn creativity into sustainable growth.

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.

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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%.

In Mexico, HEINEKEN operates breweries at seven locations, representing approximately 15% of global production. Five of these breweries are located in water-stressed regions. The Tecate brewery is located within the Colorado River watershed – one of the main river systems in North America, which spans seven U.S. and two Mexican states. Due to extensive upstream water use, the river has not consistently reached the Gulf of California since 1960. 

Restauremos El Colorado A.C. is a Mexican NGO on a mission to restore the Colorado River Delta by securing water flows, managing habitat restoration, and advocating for sustainable water policies.  

In 2018, HEINEKEN Mexico partnered with Restauremos El Colorado A.C. to support river restoration efforts and raise public awareness around the ecological importance of the Colorado River. Since the start of the collaboration and through HEINEKEN investment, 83 hectares of riparian ecosystem have been improved, by the delivery of more than 800,000 cubic metres of water per year, and supporting habitats and instream flows along up to 17 kilometres of the river in Mexico.

Building on these restoration efforts, the project delivered measurable co-benefits for communities, biodiversity, and ecosystem health across the lower Colorado River basin. By reconnecting river flows with degraded floodplains, the interventions have enhanced soil moisture retention and improved water quality by reducing salinity levels. Restoration of river flows helped expand vegetation coverage and increased the diversity of habitat types, resulting in the return of 150 native and migratory birds as well as protected wildlife species such as mammals, reptiles, amphibians, arachnids, and flora.   

Local communities in this arid region of north-west Mexico also benefit indirectly from improved ecosystem services along downstream sections of the river receiving restored flows. Through long-term collaboration between HEINEKEN Mexico and Restauremos El Colorado A.C., the initiative demonstrates how nature-based solutions can simultaneously contribute to watershed resilience and biodiversity recovery in the Colorado River Delta. 

Operationally, we have made significant strides in digitising our production system and supply chain, providing a foundation for sustained productivity and resilience.  

Our Connected Brewery programme – consisting of two main elements,  Smart Brewery and Connected Worker – has delivered over €18 million in savings in 2025, with over 1200 deployments across our global breweries.  

Smart Brewery – Maximising the value of data to drive water and energy efficiency 

Smart Brewery has now been deployed in almost 100 breweries with around 900 production lines and 7,000 machines connected through IoT, delivering greater efficiency and optimisation on the shop floor. 

We released several exciting developments in 2025, scaling them across many breweries. They include seven AI-driven use cases designed to optimise energy and water usage in our production process. Modules are designed to analyse and minimise energy and water consumption in key areas – including bottle washers, pasteurisers, cooling plants, wort kettles and wort coolers.  

To support breweries with implementation, we are using an ‘in-house built’ IoT-kit, that connects all our machines to the cloud, so we can process all data and all insights, across brewing and packaging machines. 

Many of our breweries are seeing benefits. For example, in Monterrey, Mexico, the CO2 balance module improved carbon footprint management, while in Ho Chi Minh, Vietnam, the pasteuriser module significantly cut water and energy use. At our Assemini brewery in Italy, the introduction of energy and water dashboards allowed the detection and repair of CO2 leaks, and our Ponta Grossa Brewery used the tools to measure, track, and validate process changes, cutting the evaporation rate from 4.5% to 3% across all brewhouses – delivering reductions in water use, cutting costs, and streamlining process times.  

Connected Worker – connecting people to knowledge to enable faster, more confident decisions 

Connected Worker has been deployed in over 150 breweries, with over 80% of operators now connected, and strong progress being made in developing competencies and skills. Introduced in late 2025, CoBrain is the connected brewery’s GenAI-powered brain, forming a core part of the Connected Worker programme. It enables employees on the shop floor to instantly access accurate, multilingual answers to questions related to processes, standards, and good practices, with clear source citations.  

By drawing on the combined knowledge across HEINEKEN’s global brewery network, CoBrain connects operators with the Supply Chain Knowledge Centre, our online platform hosting thousands of standards and documents. Rather than spending time searching for information, employees can now access what they need at the touch of a button, within seconds. This shift is not just about accuracy, but about speed and confidence in decision-making. In production, finding the right information quickly is critical to keeping operations running correctly and solving issues faster. 

CoBrain currently supports two live use cases. The first enables smart searching across standards and technical documentation, making knowledge that was once hard to find easy to find. The second, a diagnostic tool that analyses historical data from similar incidents across breweries, helping identify potential solutions faster when issues arise. This capability is already in use in some breweries and will likely go live across all the breweries soon. 

Beyond problem-solving, CoBrain can accelerate learning and capability development, enabling operators to build machine, standards, and methodology knowledge and confidence far more quickly than before.  

While HEINEKEN is already highly digital, CoBrain makes that digital capability simpler, more intuitive, and more accessible. Looking ahead, as connectivity between machines, data, and people continues to grow, CoBrain will remain a key enabler, driving a smarter, faster, and more integrated brewery ecosystem. 

The agreement supports HEINEKEN’s global ambition to achieve net zero carbon emissions across the value chain by 2040 and is anchored in concrete actions, auditable KPIs, and clear milestones to guide the expansion of our efforts. 

Through this agreement, both companies aim to: 

• Accelerate the reuse of glass bottles through Citeo’s ReUse initiative, with a goal of producing 9 million refillable beer bottles per year by 2030.
• Increase visibility of aluminium cans in stores through promotional activities.
• Support the transition to regenerative agriculture through the TRANSITIONS programme, led by VIVESCIA – a French cooperative farming and food processing group. Project TRANSITIONS will measure the impact of its initiative by tracking performance against key indicators on carbon emissions, soil health and resilience, and biodiversity.  

In 2025, we also signed the SLBP with Carrefour in Spain to work towards eliminating plastics in packaging and promote responsibility through increased share in non-alcoholic beverages. 

In this article, two of our colleagues in Mexico share how these AI products have changed how they make brand marketing decisions and connect more effectively with consumers, customers and colleagues.  

Unlocking the value of data with Allocation AI 

Allocation AI helps HEINEKEN optimise marketing spend across brands, touch points, and regions. It is helping us make smarter investment decisions, improving return on investment (ROI) across brands and touchpoints by an impressive 36%. Marta Garcia was involved in the early development of Allocation AI at the Group level, and she is now VP of Marketing in Mexico. 

Q. How does Allocation AI help you make better investment decisions? 

We use Allocation AI in brand marketing to enable our commerce teams to make smarter investment decisions: 

• It provides clearer visibility into the impact of marketing spend – breaking down spend effectiveness across brands and touchpoints, measuring ROI.
• It simulates different scenarios to identify the optimal allocation strategy.
• And it can optimize allocation of commercial investments over all touch points. 

Before this innovation, we mainly used third party-created Market Mix Models (MMMs) to understand the impact of marketing on sales and return on investment (ROI). This didn’t deliver the level of detail we have now on the impact of past spend, consumer insights, and macro-economics. 

Allocation AI allows us to look at the full picture – above the line and below the line – and that’s what I really love about it. It has not only helped us optimise ABTL investment but has also influenced other decisions across the business. Everything is connected, and Allocation AI supports that end-to-end way of thinking. 

 Q. Why was HEINEKEN Mexico chosen as the first market for Allocation AI? 

With the market in Mexico so complex, with around 50% fragmented trade, decision-making is challenging and it is critical that we understand where to invest most effectively. Mexico is a huge and complex market, making it a brave decision to roll the platform out here first. It would have been far easier to start with operating companies in Europe, where modern trade is highly sophisticated and national strategies are simpler to implement.  

For HEINEKEN in Mexico, embedding Allocation AI has been an end-to-end transformational programme that has changed the way we make our commercial investment decisions. Integrating it has required deep transformation – not only in capabilities, but in how we look at the entire commercial process and make decisions based on data. By starting with one of the most challenging markets, the lessons we have learnt have pushed us further, faster, and ultimately, this has made the programme even stronger. 

Q. What challenges were faced?  

The most significant challenges were cultural as much as technical. How do you build an AI-driven model in a country where the data is not always there? How do you gather it, validate it and ensure it is robust enough to trust?  We spent around 12 months focused purely on data quality and understanding what we had. It has taken us two years to reach a point where the data is strong enough to genuinely test ourselves and challenge our decisions. Today, I’m very happy with where we are – we have far more granularity. In some cases, we even have access to weekly data, which enables us to make decisions that simply were not possible before. We now measure effectiveness in a much more disciplined way. As data becomes more granular, we’re starting to see the impact of short-term activities and understand what works by channel and region.  

Q. Has Allocation AI changed the work culture? 

An important shift has been how Allocation AI brings teams closer together across marketing, commercial planning, strategy, and media. It creates a shared view of the business, where everyone is working from the same numbers and the same reality. That connection is incredibly powerful because it allows us to have more meaningful conversations about pressure points, trade-offs, and real performance. 

This AI-product enables teams to work with greater accountability around where money is going and what it is delivering. Historically, a lot of investment decisions were made with less clarity on true effectiveness. Now, the conversation has changed. We are increasingly focused on return, impact, and value creation – not just from a marketing perspective, but for the entire business. 

Q. What makes Allocation AI truly pioneering? 

The ripple effect of Allocation AI extends beyond marketing. It is also influencing how we think about broader outcomes, including our social and commercial priorities. Allocation AI is helping us connect investment decisions to real-world results across key channels, key customers, and key initiatives. That has been a genuine change in the way we work and the way we make decisions. This is the most pioneering aspect for me. By 2026, our confidence in both data quality and granularity will be even higher – unlocking greater potential for the business. The real ‘holy grail’ will be connecting pricing and revenue growth management movements directly to outcomes. 

Digitalising our route to consumer with AIDDA  

The time our sales reps spend while interacting with our customers is incredibly valuable. We want to make the most of this time by focusing on what matters most and what can’t be easily digitised or automated.  AIDDA, our AI Data Driven Advisor, is integrated into our CRM and eB2B platforms. It recommends the next best action for 203,000 customers, helping to grow our customers as well as HEINEKEN Mexico.   

AIDDA was first launched in Mexico, where it showed the impact of AI on sales performance, boosting gross profit by 3-4%.  

Maria Salazar, Director of e-Business in Mexico, helped roll out AIDDA and the end-to-end Route to Consumer product suite.  

Q. What role does AIDDA play in transforming sales and customer engagement?  

AIDDA supports our sales reps by predicting the next best actions for them to take for a specific customer – accelerating their transformation into true business advisors, helping our customers to grow their business and increasing HEINEKEN’s top line and sales productivity. It equips our teams with clear, eloquent sales arguments giving them a stronger commercial voice, grounded in data but not losing the human sentiment. This has helped us transform from very tactical ways of working to more strategic, value-led interactions. 

Q. How does AIDDA bring a more customer-centric way of working to life? 

Our ambition from the outset was to find better ways to support our customers and to develop the market in a more meaningful, sustainable way. We saw an opportunity to become truly customer-centric – to help our sales reps focus their time and energy on customers where there was real potential to create value.  

As we evolved, we began connecting more data across the business, and that became a learning journey which showed us what was possible. This is where AIDDA comes in. We integrated AI not to put technology above people, but to complement the way our sales reps and customer care agents work with and develop relationships with customers. It’s about supporting them – not replacing them. 

Q. What have been the challenges? 

Of course, change is never easy. We’ve been doing things a certain way for years, and introducing new technology required real care. It started with shared purpose – helping our teams understand that this is not technology for technology’s sake, but something that will help the business grow more sustainably. People need to feel that this will genuinely help them do their job better. From there, we showcased people doing the right things, incentivised new behaviours and, importantly, took the time to understand the human interacting with the technology.  

The first phase wasn’t easy, but it has become easier as the evidence speaks for itself. For our customers, the impact is very tangible. In fragmented trade, customers have multiple points of contact – business-to-business, sales reps and customer care agents – and what they value most is getting the right answer, in the right way, at the right time. Our omnichannel approach supports that, and our most recent net promoter score (NPS) results show this; HEINEKEN has been #1 in the beverages industry in Mexico for two years in a row. 

Q. What makes AIDDA truly pioneering? 

Sometimes people assume that AI works against the social nature of our industry. But what we’ve seen is the opposite. This technology supports and elevates the customer experience in a very innovative way. It helps future-proof our business while respecting what makes our industry special. 

That, for me, is truly pioneering. We’ve always tried to do things differently and more effectively, and that spirit is what makes HEINEKEN such a great place to explore new ideas, challenge ourselves and build for the future. 

I’m very proud of the journey we’ve been on over the past four years. This has never been about reaching a destination, and it is still an evolving process. AIDDA doesn’t limit creativity, it enables it. By handling complexity in the background, it frees our teams to think differently, spot opportunities and engage customers in a more meaningful way. 

At HEINEKEN, innovation starts with a simple but powerful belief: beer is about more than taste. It’s about the social moments it creates, the conversations it starts, and the experiences it elevates.  

With 150 years of pioneering heritage behind us, we continue to invent new ways of thinking about beer – refreshing what the world thinks it knows and expanding what beer can be. 

This came to life in 2025 through a diverse portfolio of innovations – led by Heineken® with the introduction of Heineken® Lager Spritz and Heineken® 0.0 Ultimate – and the expansion of the Heineken® Studio.  

With these innovations, we are using deep consumer insight, bold creativity, and disciplined experimentation to shape the future of the category by pushing the boundaries of what is possible with beer. 

Innovating with purpose: meeting consumers where they are   

Heineken's® innovation strategy is rooted in a clear understanding of evolving consumer needs. Today, no single proposition can serve every occasion, lifestyle, or preference. Premiumisation remains key to serving consumers who seek elevated experiences and those whose lifestyles don't always align with traditional beer occasions.  

While Heineken® 0.0 and Heineken® Silver are central to growth, our future depends on further expanding our portfolio in ways that are relevant, distinctive, and meaningful. A dual ambition to strengthen the core while building for the future underpins a pipeline that includes Heineken® Lager Spritz, Heineken® 0.0 Ultimate, the Heineken® Studio, and multiple regional pilots. 

From launch-and-learn to systematic experimentation 

Our innovation strategy at HEINEKEN is guided by a four-step process: test, learn, iterate, and grow.  We embrace systematic experimentation – piloting ideas in-market, learning quickly from real consumer insights, and refining our propositions.  

This step-by-step approach addresses a clear reality for companies working with fast-moving consumer goods (FMCG), where 85-90% of innovations fail. Success is not about speed to launch or getting everything right first time. It is about building confidence through evidence, making incremental improvements, and scaling what works – ensuring that innovation is both creatively ambitious and commercially disciplined. 

Investing in HEINEKEN’S pioneering future 

In June 2025, HEINEKEN opened its new global R&D Centre in the Netherlands, driving brewing innovation and next-generation product development. This €45 million investment is focused on enhancing brewing techniques and developing legendary new beers and beverages that meet evolving consumer trends. With cutting-edge labs, sensory research facilities, packaging development departments, and more, it facilitates radical collaboration between teams – including commerce, R&D, and supply chain teams – leveraging their expertise to explore, experiment, and iterate, while staying close to the consumer throughout the journey. 

Heineken® Studio: A playground for innovation 

Heineken® Studio exists to amplify Heineken®’s innovative spirit, supercharging its commitment to the future of quality socialising. It brings the top creative talent in brewing and innovation together with the cultural tastemakers of today and tomorrow to create experiments that are bold, progressive, and have deep cultural relevance. 

A consumer feedback loop is integral to the Heineken® Studio concept and is vital in shaping its offering, allowing the innovation process to move at the speed of consumer trends. Heineken® Studio is a global platform – already live in The Netherlands, France, Spain, and Ireland – with further expansion across regions in 2026. 

Redefining the role of beer in active lifestyles with Heineken® 0.0 Ultimate  

Heineken® 0.0 Ultimate was born from a clear insight: for many consumers with active, health-conscious lifestyles, beer has not always felt compatible with their daily choices. These consumers often opt for water, flavoured waters, or hard seltzers; not because they dislike beer, but because the proposition has not met their needs. 

Heineken® 0.0 Ultimate challenges that assumption. It offers zero alcohol, zero sugar, and zero calories, while still delivering a recognisably beer-like experience – light, refreshing, and sociable.  

Elevating the lager experience with Heineken® Lager Spritz  

If Heineken® Ultimate 0.0 responds to functional needs, Heineken® Lager Spritz addresses a different insight: sometimes consumers want their lager experience to feel more special and more elevated.  

Heineken® Lager Spritz, brewed with a unique combination of natural juniper and citrus, offers a fresh and refined experience to enhance quality moments. Served over ice in a large balloon glass and enhanced with fresh rosemary and grapefruit, it offers a new way to enjoy lager. The focus on occasion, ritual, and sensory enjoyment of this elevated brew aims to transform the role lager can play, creating moments that feel sophisticated, social, and memorable.  

A portfolio of bold experiments 

Beyond our two flagship innovations, 2025 saw experimentation across the Heineken® portfolio. Regionally distinctive launches included the champagne-inspired Heineken® Brut Lager, launched to celebrate the festive season in Vietnam; Mokum, marking the 750th anniversary of Amsterdam; and Emerald bottles in South Africa, inspired by F1, with a bold, standout design. Together, these developments reflect HEINEKEN’s commitment to excellence championed by testing ideas across formats, markets, and occasions. 

Creating opportunities through economic empowerment 

In Khordha and Jatni municipalities in Odisha, Project SAKhEE has played a transformative role in advancing women’s economic participation in urban marginalised communities.  

Between September 2023 and August 2025, the initiative trained more than 530 women to enhance their skills and employability, as well as equipping them with practical skills to start, manage, and grow small enterprises. Training modules included product development, packaging, financial literacy, and business planning – critical tools for long-term sustainability. 

Beyond skills development, the programme facilitated access to finance and work opportunities, helping women overcome one of the most persistent barriers to entrepreneurship.  

• Bank loans were secured for 180 women to establish or scale their microenterprises.
• Over 100 women were supported in securing work orders, providing a vital pathway to income generation and formal engagement with government-led livelihood programmes.
• 268 women were supported in gaining sustainable livelihood pathways, creating ripple effects that extend beyond individual participants to families and communities.
• 45 women were selected and trained as Subidha Sakhis – community facilitators who play a crucial role in helping residents navigate and access government welfare schemes. This not only created leadership opportunities for women but also strengthened community-level access to public services. 

Creating real impact in communities 

The impact of Project SAKhEE is best reflected in the voices of the women it supports. Nayana Behera, President of Narichetna self-help group (SHG), shared her experience: 

Stories like Nayana’s illustrate how targeted support, combined with structured training and access to markets, can unlock confidence, independence, and sustainable livelihoods. 

Italy’s rich food and hospitality culture places alcohol at the heart of many social and professional settings. Students in hotel and catering schools are not only current consumers, but also the future face of hospitality: servers, sommeliers, and managers who will influence drinking environments every day.  

HEINEKEN in Italy has partnered with ASPI, the top Italian Sommelier Association, and NoidiSala, a restaurant association with over 3,000 members, to design a long-term educational programme embedding responsible consumption directly into the curricula of upper-secondary hospitality schools across Italy. Rather than stand-alone awareness sessions, the programme integrates learning into formal education pathways, ensuring consistency, credibility, and scale. 

Content is delivered through a mix of in-person learning, digital tools, and professional engagement, using language and formats designed to resonate with young adults. 

The programme is designed to raise awareness of responsible alcohol consumption and moderation, encourage critical thinking around drinking behaviours, and equip students to act responsibly in their professional roles 

Creating national impact 

Since its launch, the programme has expanded steadily across Italy, reaching students through a growing network of hospitality schools. 

Results to date include: 

• 39 hospitality schools involved
• Over 6,600 students reached through classroom and online learning
• Six Italian regions covered, including mainland and island regions
• More than 38,500 certified school credits awarded through recognised educational pathways
• A national train-the-trainer programme empowering teachers to deliver content independently
• Strong media visibility, with more than 270 articles published 

Innovation and continuous improvement 

To further extend its reach, the programme has been integrated into a national digital education platform linked to the Ministry of Education. Through this channel, eligible students can complete certified modules that contribute directly to graduation requirements, strengthening both accessibility and educational relevance. Participation via the platform continues to grow year on year, reflecting strong student demand and sustained engagement. 

The initiative demonstrates how long-term partnerships, educational integration, and professional relevance can drive meaningful prevention efforts. By engaging students before they enter the workforce, the programme aims to build a culture of responsibility that extends beyond individual consumption to future professional practice, shaping a culture of moderation across the hospitality sector. 

Research shows that effective managers can boost team well-being by 12.5%, increase high performance by 15%, and raise engagement by 13%. To realise this potential at scale, we launched LEAD Unlock, our centrally designed global leadership development programme, designed to give our people managers the skills, confidence, and mindset to lead thriving individuals and high-performing teams.  

True leadership in action – from vision to reality 

2025 was a defining year that saw how the vision became a global reality. Four behaviour-led modules were deployed across 54 operating companies in four regions, engaging nearly 4,000 people managers worldwide. From Monterrey to Addis Ababa and Amsterdam to Singapore, managers came together with one shared purpose: to lead better every day.  

With over 8,500 feedback responses, LEAD Unlock achieved an average NPS of 68 and relevance and applicability scores above 92%. Behind these numbers are stories of transformation: managers giving more meaningful feedback, teams experimenting and learning together, and peer coaching becoming a cornerstone of connection and support.  

In Vietnam, where people managers represent 24% of the workforce, LEAD Unlock has become a cornerstone of the leadership development journey. 

True leadership unlocks potential through coaching  

Tran Cong Tao, Key Accounts Manager for Modern On-Trade, has embraced a coaching mindset in every team interaction. By asking powerful questions, he now guides his team to think customer-first, uncover insights, and drive practical solutions.  

This approach has contributed positively to the overall team climate, with an engagement score of 90% in the Climate Survey. 

True leadership energises teams through ownership  

Thai My Hanh, Customer Service Lead, has championed manager behaviour by fostering a culture where empowerment drives excellence. Through coaching, strategic prioritisation, and meaningful empowerment and delegation, she creates space for team members to take ownership of their work and grow.  

Her commitment to development translated into a remarkable 29% improvement – from 63% in 2024 to 92% in 2025 – in the Climate Survey response to "I have the training to do my job effectively."  

True leadership listens, learns, and empowers 

Truong Minh Tien is the Area Sales Manager for Greater Ho Chi Minh. Tien’s approach is simple yet powerful: listen, learn, and empower. By creating space for his team to lead discussions, share insights and voice diverse perspectives, he has built trust and confidence across the board.  

This shift has driven a 15% increase in the My Manager Index, with “trust and confidence in my direct manager” recognised as one of the team’s greatest strengths. 

More than training, a cultural shift  

The true impact of LEAD Unlock goes beyond skills. It is changing the way we lead and collaborate; building a global network of managers who learn from each other, share ideas, and inspire their teams to thrive. LEAD Unlock is creating space for collaboration across borders and fostering a sense of community and shared purpose. As our journey continues, we’ll keep evolving LEAD Unlock to meet the needs of the business and our people, ensuring leadership at HEINEKEN remains a key driver of success.

For HEINEKEN, whose brands are built in and with the on-trade, this challenge strikes at the heart of socialising itself. Pubs are not just points of sale; they are cultural institutions where communities connect, traditions are passed down, and memories are made. Protecting them is vital for the future of the category and for the safeguarding of communities. 

A long-term commitment: Back the Bars 

Back the Bars is our global platform designed to support bars and pubs and help them thrive in the long term. Accelerated by the pandemic but built for the future, Back the Bars makes a sustained commitment to the on-trade, combining financial support, creative marketing investment, and culturally relevant initiatives. 

From global voucher systems that channelled over €8.2 million directly to bars during pandemic lockdowns, to rental waivers worth nearly €50 million, to award-winning campaigns like Shutter Ads and Starring Bars, we have consistently redirected our scale, resources, and creativity toward the people and places that make socialising possible. 

Local roots, global reach 

Pub Succession is another initiative within our commitment to support bars, which exemplifies Heineken®’s global success story – born in Amsterdam, raised by the world. While Back the Bars is a global platform, its most powerful expressions come from deep local insight and cultural relevance. 

In Ireland, this commitment comes to life through ''For the Love of Pubs'', a local initiative designed to support and safeguard the rich heritage of Irish pubs for generations to come. Pub Succession became one of its most powerful expressions; a local story with global resonance.  

At its core, Pub Succession set out to address the real issue of generational succession within the Irish pub trade, recognising that pubs are more than businesses; they are custodians of culture. Family-run Irish pubs face an uncertain future as more than four in ten rural publicans say they are considering retirement but 84% have no family to take on their legacy.

The campaign centred on Josie McLoughlin, a fourth-generation publican and owner of the 155-year-old McLoughlin’s Bar on Achill Island. With no family heir to take over the pub, Josie faced the prospect of closing this piece of Irish social history. 

Rather than simply highlighting the problem, Heineken® took action. ''Pub Succession'' launched a global search to find the next custodian of McLoughlin’s Bar – someone willing not just to run a pub, but to protect its legacy. 

Leveraging Ireland’s far-reaching diaspora, the campaign tapped into emotional connections to home, heritage, and identity. Heineken® used its global reach to amplify the story, activating it across high-impact media channels in cities like Sydney, Boston, Toronto, and New York – even placing the campaign on Times Square Digital Screens – the last place Achill Islands local publican could have imagined he'd see himself. Timed around St. Patrick’s Day, the activation maximised cultural relevance and engagement, transforming a local succession challenge into an international movement. 

The response exceeded all expectations, demonstrating the cultural power of the idea: Over 1 billion global media impressions, 2,100+ news articles across 128 countries, and over 2,000 applications from potential successors. Two McLoughlin descendants were even flown to Ireland to meet Josie and reconnect with their roots. 

The campaign was shortlisted for the Titanium Lion at Cannes, recognising its ability to drive real-world impact through culture rather than traditional advertising alone. 

Shaping the future of beer, and beyond 

Pub Succession shows how Heineken® is shaping the future of beer by looking beyond the product to the social spaces that give it meaning. By investing in pubs as cultural institutions, not just commercial outlets, the brand reinforces its role as a genuine partner to the on-trade. 

The campaign didn’t just aim to secure the future of one pub, it reignited a broader conversation about protecting the places where social life happens. Because shaping the future of beer starts with protecting the future of socialising. 

The Ethiopian beer market is one of the fastest-growing in the world. The country is Africa’s second most populous nation with an expanding consumer base.  Our journey here began in 2011, with the acquisitions of Harar Brewery, in the East of the country, and Bedele, in the West. This was followed by the construction of the largest brewery in Ethiopia, Kilinto, in 2014, situated in the country’s capital, Addis Ababa.  

Rapid economic development, supported by macro-economic reforms, means GDP growth is high and enabling middle-class expansion. It is, however, a market where volatility is high, due to geopolitical and economic challenges, many of which occur across the continent. Hyperinflation and currency devaluation have presented significant challenges for both our business and our consumers. These headwinds are significant. However, with the right blend of strict cost control and cash management, they have not prevented our business from achieving fast and sustainable growth.  

Embedding a strong ‘Fund the growth, Fuel the profit’ (F&F) mindset 

Though we experience volatility, it is not the primary driver of our cash-conscious mindset. Cost management gives HEINEKEN Ethiopia a competitive advantage. Our obsession is winning, and F&F has been integrated into our strategy for how to do so.  

Since 2021, we have delivered over 13% gross savings year-on-year.  Zero-Based Budgeting means starting every cycle from scratch – every expense must earn its place. Budgets are reviewed quarterly in detail, while regular workshops and employee challenges turn cost control into a shared achievement across all areas of the business. 

The mindset that underpins this is simple: consistency, discipline, and obsession with progress. As with our broader performance, what was achieved last year is celebrated, but we always remain hungry for more. This is not viewed as a financial exercise but as a core business discipline. 

Thinking outside the box 

Transforming how we approach procurement has allowed us to build resilience and transparency across our supply chains, allowing for better assessment of cost savings, cash flow, and currency exposure. Today, every step of our value chain is mapped, every cost driver is challenged, and alternative supplier options are explored, enabling better-informed, more focused negotiations. 

This has also involved thinking outside the box. E-auctions are now common features of our procurement strategy. Real-time, competitive bidding has created negotiation leverage and a more transparent data-driven, disciplined procurement process. 

As our F&F mindset has embedded, colleagues have also become a source of ideas. Metal sheet offcuts are now used for crown cork production. Glue buckets used for labelling are now systematically recycled and repurposed. Packaging waste has been transformed into local marketing materials, reducing costs and avoiding foreign exchange risk.

World-class efficiency with limited investments 

Optimizing our processes has allowed us to unlock production capacity without extra investments. Despite the volatility across Ethiopia and its economy, the market and our business are both in rapid growth. Increasing market share and growing volumes created a challenge: respond to increasing volume demand whilst adhering to our cost-conscious strategy. 

We have unlocked 1.5 million hectoliters of additional capacity across our sites. Our Operational Performance Indicator (OPI) has increased from 60% to 73% across all lines – equivalent to a new line. These gains have reduced the need for major new capital investments and allowed us to defer the construction of a new brewery. 

Internal capability building, best-practice implementation, and the availability of accurate data have allowed us to optimize our efficiency in lieu of expenditure.  

Our Kilinito brewery was built with a technical capacity of 4.5 million hectoliters. However, by safely challenging technical limits and optimizing processes, we have been able to stretch this capacity to 5.5 million hectoliters, without additional investment.  Higher performance, new technologies, and innovative thinking across the brewing process have enabled this change. This means that today we brew more beers a day, put more beer in each fermentation tank, and fill more bottles on the lines.

Long-term sustainability 

2025 proves that gross savings translate directly into net savings. This fueled our commercial success, which delivered exceptional profit and, in turn, cash delivery. This flywheel, now fully integrated into our business, will continue to power our growth.  

Through our sustainability and transformation programmes, we will be able to push this agenda further.  

The installation of an E-boiler at our Kilinto brewery in early 2026 aims to support the phase-out of heavy fuel oil – one of Ethiopia’s largest imports requiring hard currency. Electricity will be sourced from hydropower, enabling the brewery to reduce its carbon emissions while delivering financial cost savings and reducing foreign exchange needs. 

By adopting the Digital Backbone in late 2026, we are standardising processes across HEINEKEN to streamline administrative work, improve data quality, and unlock stronger analytics and insights. This digital transformation will accelerate how innovations are shared and reapplied across markets. 

Picture a table of friends. One orders a beer, the other orders a 0.0. No explanations needed – just cheers. 

We believe moderation transcends rules or restrictions. It’s rooted in confidence. The confidence and freedom to choose what feels right for you. The confidence to say yes, to slow down, or to say no without the need for explanation or fear of judgement.  

This is what sits at the heart of our mantra: Low. Slow. No. It’s about freedom of choice, and we believe that freedom is empowering and aspirational. Yet beliefs alone aren’t enough to change culture. For moderation to become truly mainstream, people must feel genuinely included, not like they’re opting out. And that’s why  we’ve focused on transforming the beer category itself. 

Creating a seat at every table 

As the original pioneer of 0.0 beer, HEINEKEN set out to make sure that everyone has a seat at the table, whether they’re cheersing with alcohol or choosing to go without. People who choose 0.0 aren’t opting out of taste or enjoyment; they simply don’t want alcohol. For years, that choice came with a trade-off. Alcohol-free beer was positioned as a punishment rather than a pleasure. Changing that required a technological breakthrough by brewing beer first and, only then, removing the alcohol. This innovation cracked the challenge of delivering a 0.0 beer that truly tastes right and looks and feels aspirational. Since the introduction of Heineken® 0.0 in 2017, we’ve helped redefine the possibilities of alcohol-free beer can be: premium, great-tasting, and proudly social. 

Today, Heineken® 0.0 is present in over 117 countries, and over 90 HEINEKEN brands worldwide offer a zero-alcohol option. But accessibility matters just as much as availability. In 2025, Heineken® 0.0 was served at 10,000 draught outlets across Europe, bringing alcohol-free beer into the heart of bars, restaurants, and social venues – right alongside our flagship beers. 

Adults want balanced information about alcohol and the freedom to take responsibility for choosing whether and how to drink, just as they do with other everyday choices. We’re evolving our portfolio to match that need, offering more variety in ABV, flavour, and function, and promoting informed choice by including clear, consistent product labelling across our products. 

Challenging stigma, not just habits 

Even with a range of choices on the table, we recognise that culture doesn’t change overnight. Social stigma still shapes behaviour. Our research collaboration with Professor Charles Spence at the University of Oxford revealed that over a third of Gen Z adults have felt pressured to drink alcohol in social settings – and one in five have hidden their choice to drink low- or no-alcohol beer to avoid judgement. That tension between personal choice and social expectation is exactly what we aim to address. 

Moderation shouldn’t require an explanation. There are zero reasons needed to choose your own way. That’s why we’re steering the conversation away from justification and towards confidence and freedom of choice. Away from responsibility as a mere restraint, and towards moderation as an aspirational choice. 

Taking moderation where culture happens 

We backed that innovation with conviction, leveraging our most powerful cultural sponsorships to reposition 0.0 as a confident, desirable choice. To make moderation aspirational, it must live where people live: in music, sport, nightlife, and shared experiences. That’s why we bring our message to the world’s biggest cultural stages. Whether it’s Formula 1, tennis, festivals, and fast-growing sports like padel, we show that choosing 0.0 doesn’t mean stepping aside; it means being right in the middle of the action. 

In Formula 1, where performance, precision, and progress define the culture, moderation feels right at home. At the Dutch Grand Prix, Max Verstappen tapping the first glass of Heineken® 0.0 wasn’t a statement about alcohol; it was a statement about choice.  

And through moments like Heineken® 0.0 appearing naturally in F1® The Movie, moderation shows up not as messaging, but as part of modern social life. 

At the US Open, our ‘0.0 Reasons, 0.0 Judgement’ campaign reinforced the same idea: you don’t need a reason to choose 0.0, and you don’t deserve judgement for it either. 

Across summer festivals worldwide, moderation has become part of the line-up. Balanced, inclusive options now sit comfortably alongside celebration, helping everyone enjoy the moment together. 

And as global beer partner of Premier Padel from 2026, we’ll continue embedding alcohol-free beer into social, energetic, community-driven spaces – reinforcing that moderation can be fun, social, and culturally relevant. 

Moderation isn’t a campaign; it’s a mindset. What was once seen as a compromise is now becoming a genuine preference. What felt niche is becoming normal. And moderation – once framed as responsibility – is fast becoming a marker of confidence and freedom of choice in modern culture. As the world’s pioneering beer company, that’s a culture we’re part of, and we’ve helped to create. 

 For more information on zero reasons needed, click here. 

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.

We’ve all been sent voice notes that - instead of offering a quick update - turn into miniature podcasts lasting what seems like forever. 

In the increasingly digital world we live in, voice notes are turning into yet another distraction that encourages us to bury our heads in our smartphones rather than making real life connections. Now Heineken®, the champion of IRL socialising, has launched new WhatsApp technology that offers an ingenious incentive to those who’d prefer to meet up and connect face-to-face, bringing back the art of in person conversation.

The technology has been launched as a pilot in Brazil, where official data from META shows that Brazilians send four times as many voice notes than people in any other country.

The tech was devised after global research polling 14,000 respondents showed that in just one year, the average person spends almost 150 hours a year sending and receiving voice notes.

Not only are people spending a significant amount of time listening to voice notes, but they are impacting real-life social interactions too. Over half (52%) of those polled feel voice notes are replacing IRL interactions, rising to 60% amongst Gen Z. Nearly half (49%), meanwhile, admit to spending entire evenings sending voice notes to a friend instead of meeting in-person, even though 54% say they have their most fulfilling conversations face-to-face.

Global data and business intelligence platform Statista reported, in groundbreaking new data, that 9.4 billion WhatsApp voice notes are now sent every day (equivalent to about 3.4 trillion over the full year). When compared to 2024, their frequency has increased by 7%, and in length by 8%.

The ‘Could have been a Heineken’ WhatsApp technology is currently being tested in Brazil, with further global markets set to follow. 

To redeem the offer, WhatsApp users over 18 must forward a voice note that they have received, which is longer than three minutes, to a private, encrypted bot. The user will then receive a message saying it ‘Could have been a Heineken’, alongside a voucher for a free beer and a recommendation of local bars to meet up with the friend in real life.

Notes to editors

Media contact: 
HeinekenBrazil@wearetheromans.com

Research Credits:

*Heineken commissioned a survey of 14,000 respondents across the United Kingdom, USA, Germany, India, Brazil, United Arab Emirates and Romania. Research conducted by OnePoll, November 2025. 

*Separately, Heineken commissioned Statista to supply the global data on voice note usage in 2024 and 2025

About Heineken®     

HEINEKEN® is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing 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 employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

Heineken® 0.0 and LÕK today announce the Special Edition Heineken® 0.0 x LÕK collection, featuring a Special Heineken® 0.0 edition of the LÕK Jungle, the first-ever padel racket with a built-in bottle opener, making it easier than ever to shift from on court rallies to refreshing post-match beers.

The Special Edition Heineken® 0.0 x LÕK Jungle racket is match-ready and built by the premium padel brand LÕK for intermediate-level players, combining performance with playful design. Its mixed-carbon frame, oversized diamond head, and flex-fiber surface ensure precision and power on court, while the built-in bottle opener adds a social twist for post-match moments.

Complementing the racket, Heineken® 0.0 has released limited-edition padel balls packaged like Heineken six-packs. From April 2026, the full Special Edition Heineken® x LÕK collection will be available in select markets around the world online and at Heineken-serving padel clubs.

Padel is a sport built on social connections, with 73% of players citing socialising and having fun as a core reason for playing matches that often end with a post-game beer. And as padel continues its rapid global rise, with nearly one new court opening every hour—Heineken® 0.0 is deepening its commitment to the game’s energetic and wellness-driven community.

The collection complements Heineken® 0.0’s expanding presence in padel following recently announced global partnerships with Playtomic, the leading racket sports booking platform, and Premier Padel, the professional tour that’s shaping the sport’s future. Together, these initiatives reinforce Heineken® 0.0’s ambition to connect players on and off the court, creating more opportunities for sociable, refreshing moments.

Notes to editors

Media contact

Heinekensponsorship@wearetheromans.com

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing 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 employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

About LÕK

LÕK is a padel-specialized brand that brings together design, innovation, and attitude to redefine the way padel is experienced. Since its launch, it has embraced an inclusive, contemporary vision with the purpose of breaking the rules of padel, combining technology with a distinctive style to offer a complete experience both on and off the court. With Generation Two, LÕK takes another step forward in its commitment to quality, authenticity, and the freedom to play without labels.

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. 

• Expanding zero-alcohol options to the majority of our markets, covering 91% of our business by volume.
• Achieving our 2025 goal of 30% women in senior management one year early.
• Reducing greenhouse gas emissions in scopes 1 and 2 by 34% versus 2022 and achieving full water balance at 15 sites in water-stressed areas. 

 The updates we’re making focus on where we can make the biggest positive impact, we’re: 

• Simplifying goals by one-third since 2021 to concentrate on driving real change.
• Keeping our three pillars—Responsible, Social, and Environmental—and adding Fundamentals, a set of responsible business practices across all pillars.
• Launching a new rallying cry: “Together we can”, because collaboration is key to progress. 

 What’s new? 

Under the Responsible and Social pillars, we’re introducing new goals: 

• Growth of low- and no-alcohol products: Strengthening our ambition to always offer consumers a choice with a new goal for low- and no-alcohol volume growth.
• Heineken® 0.0 Visibility: Boosting presence of Heineken® 0.0 through global sponsorship platforms.
• Positive community impact: Supporting key groups such as farmers, hospitality workers, and local communities with a new community impact goal focused on water access, economic opportunity, and social cohesion. This goal is outcome-based, measuring the number of people we’re supporting.  

The Environmental pillar remains consistent with existing ambitions. We’re strengthening our water efficiency goal, building on the progress achieved through our Water Acceleration Programme, and our carbon and circularity goals remain unchanged.

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. 

Heineken® 0.0 has expanded its global presence in padel, announcing a partnership with Playtomic, the world’s largest global racket-sports community set to launch with an interactive event in December.

Playtomic is the leading racket sports booking platform and provides Heineken® 0.0 with a direct connection to its millions of community members across 66 countries. Together, the brands will take a fresh approach to connecting players by curating bespoke experiences designed to reflect each brand’s shared belief in quality socialising.

A core element of the partnership will be Open Matches by Heineken® 0.0, a fresh take on Playtomic’s signature feature designed to broaden padel players’ social networks by connecting players who have never met before and turning every padel game into a fresh experience. Heineken® will provide participants with elements of surprise on and off the court, as well as free Heineken® or Heineken® 0.0 to keep socialising after the game with new friends.

This feature will be introduced in December at the launch event in Barcelona, where Heineken® 0.0 and Playtomic will unveil a pop up padel court open to the public, at the Moll de Barcelona. With over half of padel players choosing the sport to meet new people, the event will celebrate the growing cultural presence of padel and its truly social nature.

Padel has become a sport built on social connections, with 73% of players citing socialising and having fun as a core reason for playing matches that often extend into post-game beers. Playtomic’s global presence is the perfect match for Heineken®, ensuring that Playtomic players everywhere can enjoy a cold refreshing Heineken® or Heineken® 0.0 everywhere they play.

Through its partnership with Playtomic, Heineken® 0.0 has strengthened its existing padel sponsorship portfolio, providing it with the ability to engage with grassroots to professional players around the world, elevating social moments at every level and occasion.

To find out where to participate in Open Matches by Heineken® 0.0, and keep up with the story, visit https://playtomic.com/campaigns/heineken00. 

- ENDS -

Notes to editors

Media contact

Heinekensponsorship@wearetheromans.com

About HEINEKEN     

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing 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 employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

About Playtomic

Playtomic is the world’s largest community for racket sports clubs and players. Through its app, users can search and book courts for padel, tennis, or pickleball, connect with new

players, find opponents, join groups, and improve their game.

Supporting a vibrant and active community of racket sports enthusiasts, Playtomic is now present in over 66 countries, and trusted by more than 4.7 million players across 6,000+ partner clubs worldwide.

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.

- END -

A new partnership to support young entrepreneurs

The global partnership between HEINEKEN and Orange Corners includes a combination of financial support and collaborations for the benefit of the entrepreneurs of the Orange Corners programme. The agreement was signed at the HEINEKEN headquarters in Amsterdam on November 6 by Joanna Price, Chief Corporate Affairs Officer at HEINEKEN, and Saskia Hallenga, Director International Cooperation at the Netherlands Enterprise Agency, in the presence of Steven Collet, Deputy Director-General of International Cooperation at the Ministry of Foreign Affairs of the Netherlands. During the signing ceremony, all organisations reaffirmed their commitment to creating opportunities for the next generation of entrepreneurs in emerging markets.

Longstanding collaboration between HEINEKEN and Orange Corners

With this new agreement, HEINEKEN and Orange Corners build on successful local collaborations in Burundi, Côte d’Ivoire, DRC, Egypt, Mozambique, Nigeria and South Africa, which include activities such as masterclasses, company visits and financial contributions.

The Dutch public–private partnership model

This global partnership is exemplary of the Dutch model of strong collaboration between the Dutch government and the private sector in the fields of international trade and development. It reflects a shared belief that public-private partnerships are vital to building sustainable ecosystems where entrepreneurs can thrive and grow on their own merit. By combining their strengths, both partners contribute to a common goal of achieving lasting development impact.

The Orange Corners team is proud to strengthen the relationship with HEINEKEN looks forward to building on this successful collaboration.

About Orange Corners

Orange Corners is an initiative of the Dutch Ministry of Foreign Affairs, implemented by the Netherlands Enterprise Agency (RVO) in cooperation with local partners and Dutch embassies and consulates. Orange Corners operates in 20 countries across Africa, Asia and the Middle East, supporting young entrepreneurs in building sustainable, profitable businesses that contribute to more inclusive and prosperous societies. 

Currently, more than 50 private partners – ranging from small local enterprises to large multinationals – contribute to our programmes, offering mentorship, training and financial support. To date, Orange Corners has supported over 4,300 young businesses, creating more than 15,000 jobs.

With an initial capacity of up to 5 million hectoliters per year, the plant will serve the growing market for Heineken® and Amstel, both 100% pure malt brands, reflecting HEINEKEN's continued investment in the premium beer category and higher-quality offerings. Strategically located in southern Minas Gerais, the brewery enhances the company's supply chain by bringing production closer to key consumer hubs in Brazil’s Southeast region. 
As HEINEKEN’s first Greenfield brewery in Brazil, the facility was designed from the ground up to integrate cutting-edge technology, sustainability, and operational excellence. It incorporates advanced water treatment systems, energy-efficient processes, and inclusive workforce practices – all aligned with HEINEKEN’s Brew a Better World ambitions.

A new step forward in industrial innovation and sustainability 
Spanning an area equivalent to 140 football fields, the Passos brewery sets high standards for efficiency and environmental stewardship. It operates on renewable energy through a combination of renewable electricity and sustainable biomass boilers for thermal energy. In addition, it boasts a reduced Water Use Ratio (WUR) per hectoliter by up to 30% through reuse systems and comprehensive effluent treatment. This reduction is enabled by a Reverse Osmosis subprocess within the effluent treatment system, which allows for water recirculation and lowers overall water demand. 
Beyond its environmental impact, the brewery contributes to the region’s socioeconomic development. During construction, HEINEKEN expanded the city’s water infrastructure, improving access to better quality water for the local population.

Driving inclusive growth and talent development 
The brewery’s construction and operation have generated significant employment opportunities, with 1,200 direct and 11,000 indirect jobs created during the building phase. Today, the facility employs 350 people, 60% of whom are local residents. In partnership with the Passos City Hall and SENAI-MG, HEINEKEN has also invested in technical training programs, including electromechanics apprenticeships, and will support the establishment of a permanent SENAI unit in the municipality — strengthening local talent pipelines and employability.

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.}

HEINEKEN’s brewery will soon be powered in a new way, using renewable electricity stored in an innovative heat battery. The energy will come from two renewable sources: a new on-site solar plant of 7MW peak and a long-term renewable electricity contract from the grid. The heat battery will store the renewable energy and turn it into steam to power the brewery’s operations, helping to cut carbon emissions without changing how the beer is brewed. Through a partnership model called Heat-as-a-Service, EDPC will take care of designing, building, and running the system, while Rondo provides the battery technology. In practice, this means HEINEKEN will receive low-carbon steam without having to operate the equipment itself. The system is scheduled to go live in April of 2027, aiming to be one of the largest heat battery systems in the beverage industry. By bringing together a trusted energy partner like EDP and an innovative technology company like Rondo, HEINEKEN is taking an important step toward decarbonising one of its major breweries.

The project enhances HEINEKEN’s energy resilience by capping energy prices and providing stable input costs in a volatile energy market. This long-term collaboration reflects HEINEKEN’s position to invest in solutions that create lasting value for the business. It also provides a replicable model for other energy-intensive sectors such as food & beverage, pulp & paper and chemicals & pharmaceuticals.

Press enquiries HEINEKEN 
Marlie Paauw 
Global Media Lead HEINEKEN 
E-mail : pressoffice@heineken.com 
Tel : +31-20-5239355 

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 Rondo 

Rondo is purpose-built for industrial facilities: Rondo Heat Batteries are constructed from proven, durable materials and are designed for seamless integration with existing industrial equipment and processes. Whether deployed as a drop-in replacement for retiring fossil-fueled heating equipment or as a resilient complement to existing systems, Rondo requires no disruptive changes to customers' operations. Building on strong momentum, including five full industrial-scale heat batteries in deployment globally, Rondo is actively scaling deployment and manufacturing. Rondo currently operates the world's largest thermal energy storage for industry, a 100 MWh Rondo Heat Battery. Rondo Energy is headquartered in California, with a global team throughout North America, Europe and Australia. Heat batteries are also known in the industry as electric thermal energy storage (ETES), or thermal batteries. 

About EDP 

EDP is a global leader in the energy sector, with a presence in Europe, North America, South America, and Asia-Pacific. The company operates across four main platforms (Renewable Generation Assets, Networks, Client Solutions, and Global Energy Management), relying on the talent of around 12,000 employees worldwide. The group is one of the largest energy producers in the world, with a global and differentiated portfolio of onshore and offshore wind and solar assets, as well as hydropower, with a total installed capacity of more than 29 GW. In Portugal, EDP is the leader in the liberalized energy market, currently serving more than three million customers nationwide. Through EDP Comercial, the company positions itself as a partner in the energy transition for households and businesses, offering a portfolio that includes solar energy solutions and storage in over 10 markets, electric mobility solutions, and other products that accelerate customer decarbonization. EDP is proud to be one of the greenest utilities in the world, already generating over 90% of its energy from renewable sources. It ranks among the most sustainable electric utilities globally, as recognized by the Dow Jones Best-in-Class Indices, and its commitment to decarbonization and accelerating the energy transition aims to achieve net zero by 2040. This initiative will expand EDP’s renewable capacity, strengthen its electricity networks, support its customers, and empower communities in the shift towards a more sustainable planet.

Heineken® 0.0 announces the expansion of its global sponsorship portfolio with a landmark global partnership with Premier Padel, the leading official professional padel tour worldwide. The partnership will make Heineken® 0.0 the Global Beer Partner for Premier Padel and establish itself in the world’s fastest-growing sport.

Heineken® 0.0, a champion of quality socializing, will celebrate padel’s vibrant social DNA by activating at Premier Padel’s events starting in 2026. With its refreshing taste and accessibility, Heineken® 0.0 is a natural fit for padel’s established social community and appeal to wellness seekers. In fact, more than 70% of padel players say they play for the social experience and often continue to socialize after matches—frequently over a beer—making this partnership a seamless extension of the sport’s culture.

During the 2025 season, the Tour featured 24 tournaments across 16 countries, holdings its first tournament in the US – the world’s most influential sports market. 2026 sees plans to expand the tour to new regions including Asia. The Tour continues to drive the sport’s expansion worldwide – over 600 players from 29 different countries have competed in Premier Padel’s men’s and women’s competitions during 2025 – underlining its role as a platform for international growth, diversity and excellence both on and off the court. 

The sponsorship gives Heineken® 0.0 the ability to connect with players and fans inspired by Premier Padel’s top professional game – celebrating the brand’s passion for creating elevated social experiences. And, with availability in over 190 countries, padel players everywhere can always enjoy a consistently refreshing Heineken® 0.0 or Heineken®.

Media contact: 

Heineken - Heinekensponsorship@wearetheromans.com

Premier Padel – david.moreno@premierpadel.com / seb.warwick@premierpadel.com

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing 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 employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

About Premier Padel

Premier Padel is the leading official professional padel tour worldwide, founded by Qatar Sports Investments (QSI) together with the International Padel Federation (FIP). Launched in 2022, over 500 players from around the world competed in Premier Padel tournaments in its first year and played in some of the most iconic venues in sports history. From 2025, Premier Padel includes 24 tournaments in 16 countries as the tour continues to grow the sport in new territories and in every dimension. As a global brand, Premier Padel also captures the dynamic essence and spirit of padel, with the sport embarking on an exciting new dawn on a global scale driven by the new unified global tour.

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.

A Collective Effort for Circularity  

This will be the first time a COP Blue Zone offers water packaged in aluminium cans to the delegates, and there will be a collective effort to manage the cans’ end-of-life and to return them to the value chain. This is made possible through HEINEKEN Spin, HEINEKEN Brazil's impact business ecosystem, and in collaboration with key partners including Ball Corporation, Novelis, Volkswagen Truck & Bus, and Reaqt Water Technologies. These organisations are coming together, along with the City of Belém, to enable the collection of the empty cans, which will then be taken to a recycling facility to be melted and rolled into new aluminium sheets to re-enter the value chain.  

Local Impact, Global Vision 

Beyond COP30, HEINEKEN Brazil has a rich programme of projects to create a lasting impact in Belém and the State of Pará. These include:  

• Addressing both immediate hydration needs and long-term water access by installing water treatment stations in communities around Belém and delivering more than 20 million litres of safe drinking water to families who previously lacked access.
• In partnership with the City of Belém, creating an urban microforest with more than 1,000 seedlings of 35 Amazonian species, helping to reduce local temperatures, increase air humidity, and retain rainwater.
• HEINEKEN Brazil is expanding its Green Energy Programme which facilitates providing renewable energy to local businesses and households.
• Investments in local culture and social activities, such as the restoration of Casa Dourada and youth training programs in audiovisual production and AI. 

These efforts reflect HEINEKEN’s global Brew a Better World strategy in action – combining environmental impact, social responsibility, and community engagement to create lasting impact.  

 END

Note to editors: 

For questions, please reach out to: 

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

The HEINEKEN Company is proud to share its recent wins at this year's Golden Drum Festival. Demonstrating the power of creativity and cultural relevance, we have won an impressive 19 Drum Awards at one of Europe’s most prestigious advertising and communications events. 

The recognition spans multiple campaigns and categories: from Film, Sustainability, and Innovation to Brand Building, Design, and Social Good. These accolades showcase HEINEKEN's ongoing commitment to harnessing creativity for meaningful brand impact, with their eponymous brand gathering top recognition with the Brand Grand Prix for their outstanding contribution to the industry.

In collaboration with long-standing global agency partner LePub, The HEINEKEN Company earned recognition for standout Heineken® brand projects such as ‘Pub Succession’, 'Starring Bars’, 'The Flipper’, 'Excuses Bar’, and ‘Pub Delivery’, as well as the Desperados brand 'Guao Guao' campaign. As a crowning achievement, HEINEKEN's lead agency LePub was awarded Agency of the Year, affirming the strength of the partnership and its role in delivering innovative, culturally resonant work. 

The Heineken® Pub Succession project stood out as a creative high point, securing the coveted Grand Prix and 1 Gold in the Engagement category, along with 1 Golden Drum for Brand Building, and a Silver Drum in B2B. This groundbreaking project combined compelling brand storytelling with cultural preservation and community engagement, driving a heartfelt recruitment effort to find the next publican for a historic Irish pub. 

The Flipper, a witty phone accessory designed to encourage people to put down their phones during social gatherings; by flipping it face down when it ‘heard’ the word cheers, earned three prestigious awards: a Silver Drum in Engagement and two Bronze Drums for Design and Innovation. Developed in collaboration with inventor and YouTuber Simone Giertz, this campaign tackled the growing issue of digital distraction. 

Pub Delivery clinched a Bronze Drum in Engagement for its fresh take on delivery and local visibility. Meanwhile, the Starring Bars campaign - transforming bars into authentic film sets for Heineken® commercials - garnered an impressive three Awards (two Silver and one Bronze Drum) across Engagement, Sustainable Business Solutions, and B2B. This powerful initiative reinforced HEINEKEN’s purpose-led commitment to supporting the hospitality sector through creative excellence and tangible business support.

The Excuses Bar campaign won a Silver Drum in the OOH category for its playful and inventive approach. Transforming bars into immersive, themed experiences, the campaign cleverly redefined "excuses" to go out, offering people genuine reasons to reconnect and engage in the real world. 

The Desperados brand ‘Guao Guao’ campaign also won big, claiming a prestigious Grand Prix in Film. The campaign's creative excellence was further recognized with 2 Gold and 1 Silver Drum for Motion Craft, 2 Silver across the Film and Sports, Pop Culture & Art categories, and an additional Bronze in Content.

List of Awards: 

BRAND GRAND PRIX: The HEINEKEN Company 

-- 

Heineken® Brand 

Excuses Bar 

• Silver Drum in Section One-Channel Drum / group C. Out of Home (OOH) / category Ambient & Experiential 

Pub Delivery 

• Bronze Drum in Section Omni-Channel Drum / group C. Engagement / category Direct 

Pub Succession 

• Grand Prix in Section Omni-Channel Drum / group C. Engagement / category Direct 

• Golden Drum in Section Omni-Channel Drum / group C. Engagement / category Public & Community Relations 

• Golden Drum in Section Creative Business Excellence Drum / group A. Brand Building / category Brand Strategy and Experience 

• Silver Drum in Section Creative Business Excellence Drum / group H. B2B / category B2B Brand Strategy & Experience 

Starring Bars 

• Silver Drum in Section Omni-Channel Drum / group C. Engagement / category Public & Community Relations 

• Silver Drum in Section Creative Business Excellence Drum / group D. Sustainable Business Solutions 

• Bronze Drum in Section Creative Business Excellence Drum / group H. B2B / category B2B Storytelling 

The Flipper 

• Silver Drum in Section Omni-Channel Drum / group C. Engagement / category Creative Use of Technology 

• Bronze Drum in Section One-Channel Drum / group F. Design / category Product Design 

• Bronze Drum in Section Creative Business Excellence Drum / group G. Innovation / category Product or Service Innovation 

Desperados 

Guao Guao 

• Grand Prix in Section One-Channel Drum / group A. Film / category Long Film 

• Golden Drum in Section Craft Drum / group B. Motion Craft (Video / Moving Images) / category Casting 

• Golden Drum in Section Craft Drum / group B. Motion Craft (Video / Moving Images) / category Original Music 

• Silver Drum in Section One-Channel Drum / group A. Film / category TV/Cinema Film 

• Silver Drum in Section Omni-Channel Drum / group F. Sports, Pop Culture & Art / category Entertainment 

• Silver Drum in Section Craft Drum / group B. Motion Craft (Video / Moving Images) / category Cinematography 

• Bronze Drum in Section Omni-Channel Drum / group B. Content / category Films 

END 

Media contact: 

Luca Orioli - LePub Senior PR Manager: luca.orioli@le.pub 

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. 

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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Recent research reveals that 45% of Gen-Z and 32% of Millennials struggle to be their authentic selves due to fear of judgment and exclusion*, and that more than one third of Gen Z feel pressure to drink in social situations**. Heineken, the official beer of the US Open and an icon known for bringing people together, is introducing "0.0 Reasons, 0.0 Judgment" to flip the script and normalize alcohol-free moments in social settings, proving that you don't need a reason to enjoy a great-tasting brew without the alcohol.

Kicking off on August 25th, in Grand Central Terminal, Heineken 0.0 deployed a fleet of comedic "0.0 Refs" in sky-high tennis line judge chairs across New York City, followed by the Hudson Yards and Pier 17. The "0.0 Refs" were led by Benito and supported by talent including Aimee Kelly, Isaac Hindin-Miller, and Tiffany Baira to show unsuspecting passersby that any moment can be the right one to enjoy a Heineken 0.0. These "0.0 Refs" spread the L0VE.L0VE by giving out compliments, all while rewarding consumers on the street with ice-cold Heineken 0.0 and US Open tickets. With "0.0 Reasons, 0.0 Judgment," Heineken 0.0 is normalizing the notion that whether you're on or off the court, there's no reason needed to enjoy an alcohol-free moment and a great-tasting brew.

For the second year running, Heineken 0.0 has transformed its category-leading Heineken 0.0 to "Heineken L0VE.L0VE" in a nod to a 0-0 tennis score, celebrating moderation during one of tennis' most iconic tournaments. After selling out at last year's US Open within a week, Heineken L0VE.L0VE is making its nationwide retail debut. For a limited time, tennis fans and moderation-minded consumers can now purchase Heineken L0VE.L0VE at local retail and grocery stores across the country just in time to enjoy with friends during the US Open, ensuring there is a brew for everyone. Heineken L0VE.L0VE will also be available for sampling throughout the duration of the US Open at Grand Central Station in New York City, perfect for commuters and tennis lovers headed to the tournament through the iconic transit hub.

At the US Open, fans could enjoy the entire Heineken portfolio throughout the entire tournament at the Red Star Patio Cafe, Louis Armstrong Stadium Bar, and across the USTA Billie Jean King National Tennis Center grounds. In addition to Heineken® and Heineken® 0.0, Heineken® Silver, the world-class light beer with low-cal and low-carbs, was available on tap at the US Open. And, for the second time at US Open Fan Week, Heineken Silver draught was available for sampling to select New York City consumers.

Whether you're on the way to Queens, headed to your favorite bar or friend's house, be sure to keep an eye out for our "0.0 Refs" and limited-edition L0VE.L0VE Cans. To find the L0VE.L0VE cans head over to Heineken.com to locate a store near you, and be sure to follow all the action from the 2025 US Open @Heineken_US on Instagram using the hashtag #L0VEL0VE.

*Mainstreet Insights
**Heineken 0.0 Study

END

World champion and Heineken® 0.0 ambassador Max Verstappen officially tapped the first glass of Heineken® 0.0 to inaugurate the festivities. From that moment, the café emerged as a lively hub, offering music, entertainment, and perfectly poured beers, whether alcoholic or non-alcoholic. Tap competitions took place throughout the weekend, rewarding winners with exclusive backstage access to the paddock and demonstrating that skill and camaraderie go hand in hand. 

But this wasn’t just a local activation. It reflected a global shift. A recent Nielsen study commissioned by Heineken® revealed that one in four Formula 1® fans are moderating their alcohol consumption by switching to alcohol free beer either fully or partially, with 56% regularly choosing non-alcoholic options, well above the general population’s 43%. Gen Z and female fans are leading this change, redefining what it means to enjoy live sport. 

Heineken® sees moderation not as a compromise, but as a celebration of choice. Through global partnerships with Formula 1®, UEFA, and Formula E®, the brand is making moderation both visible and aspirational. Fans trust Heineken® 0.0 for its strong brand identity, flavour and quality, and for what it symbolises: togetherness and presence in the moment. 

Café de Pitstraat fully embodied this philosophy. More than just a place to enjoy a drink, it provided a space to connect, cheer, and participate in something greater.

The rise of alcohol-free beer is undeniable. The 0.0 category is now worth $13.7 billion globally, with Heineken® leading at an 18% market share and continuing to grow. Whether at a festival, a race, or an evening out, Heineken® ensures there is always a choice—and that each choice brings people closer together. 

END

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.