Finance
Heineken lays out plan to grow beer sales, cut costs
Published by Global Banking and Finance Review
Posted on October 23, 2025
3 min readLast updated: January 21, 2026
Global Banking and Finance Review
Company
Published by Global Banking and Finance Review
Posted on October 23, 2025
3 min readLast updated: January 21, 2026
Heineken unveils a strategy to boost beer sales and cut costs, aiming for mid-single-digit revenue growth annually until 2030, focusing on 17 key markets.
By Emma Rumney
SEVILLE, Spain -Dutch brewer Heineken said on Thursday it aims to deliver mid-single-digit organic net revenue growth each year until 2030, with profit growth ahead of that, as it laid out an updated strategy for the next five years.
Under the plan, unveiled ahead of a capital markets day in Seville, Spain, Heineken said it would concentrate on growing its business in 17 markets, including via targeted acquisitions. It will also pursue divestments where appropriate.
The world's second-largest brewer by revenue said its "EverGreen 2030" strategy would help it navigate a rapidly changing world, which it said presented challenges but also offered opportunities.
"We are fundamentally transforming our business to stay ahead in an increasingly volatile geopolitical and economic landscape," CEO Dolf van den Brink said in a statement ahead of Thursday's event.
INDUSTRY-WIDE CHALLENGES FOR BEER BUSINESS
Investors have perceived Heineken as lagging behind its peers, particularly Anheuser-Busch InBev, the world's top brewer, which some say has built a leaner, more efficient operation.
While Heineken's shares are up around 3% year-to-date, AB InBev's have risen around 10% and Carlsberg's have climbed even higher, around 15%.
The company said it expected organic operating profit to grow ahead of revenues, while earnings per share would grow in line with or ahead of that, and it would aim for over 90% free-cash conversion.
Profits will be helped by a target to make up to 500 million euros ($583.10 million) in annual gross savings, it continued.
Heineken has faced consistent turbulence since setting its previous strategy and targets in 2020, first weathering the pandemic and then battling fast-rising cost inflation that forced price rises and hurt sales.
Subsequent disruptions have spanned everything from bad weather to hyperinflation and, more recently, U.S. President Donald Trump's trade wars and erratic tariff policies.
Across the sector, brewers are grappling with difficult economic conditions and weak consumer confidence.
On Wednesday, Heineken warned it would sell less beer again in 2025 after weak third-quarter sales in Brazil and Europe.
Longer-term, brewers face challenges as some drinkers cut back on alcohol, health warnings rise and disruptions emerge from new competitors or shifts like the rise of weight-loss drugs.
Heineken said it would expand its low- and no-alcohol offering to adapt to changing consumer demands.
($1 = 0.8575 euros)
(Reporting by Emma Rumney; Editing by Sonali Paul, Muralikumar Anantharaman and Joe Bavier)
Organic net revenue growth refers to the increase in a company's revenue generated from its existing operations, excluding any revenue from acquisitions or divestitures.
Targeted acquisitions are strategic purchases made by a company to enhance its market position, expand its product offerings, or enter new markets.
Divestments are the process of selling off a portion of a company's assets or subsidiaries to streamline operations, raise capital, or focus on core business areas.
Explore more articles in the Finance category
