Heineken U.S. CEO on Non-Alcoholic Beer Growth and Navigating Tariffs

The Rise of Non-Alcoholic Beverages

• 📈 Heineken 0.0 has experienced double-digit growth for multiple years, indicating a strong consumer demand.
• 🍻 While non-alcoholic options are part of the future for sports partnerships, they are not the sole answer.
• 🇺🇸 The Heineken 0.0 can debuted at the US Open and was a sell-out, highlighting its popularity.

Strategy for Non-Alcoholic Growth

• 🎯 Heineken reignited the non-alcoholic category by investing tens of millions of dollars and forming strategic partnerships with entities like F1, Coachella, and Marvel.
• 🏆 Despite non-alcoholic beer being only just over 1% of the category, Heineken holds the number one brand position.
• 🚫 The company has found limited cannibalization of its core Heineken products with the introduction of non-alcoholic options.

Navigating Tariffs and Innovation

• 📊 Heineken actively assesses and manages risks across its operations and supply chain related to tariffs.
• 🚀 The company is focusing on its core strategy: investing in Heineken and Dos Equis in key markets and innovating to meet consumer needs.
• 🧪 Heineken is expanding its test of Heineken 0.0 Ultimate, which offers zero alcohol, zero calories, and zero sugar.