Finance
Next Heineken CEO needs to get beer sales flowing again
Published by Global Banking & Finance Review®
Posted on January 13, 2026
3 min readLast updated: January 19, 2026
Global Banking & Finance Review®
Company
Published by Global Banking & Finance Review®
Posted on January 13, 2026
3 min readLast updated: January 19, 2026
Heineken's new CEO must tackle declining beer sales and investor expectations, focusing on cost management and strategic investments.
By Emma Rumney
LONDON, Jan 13 (Reuters) - Whoever Heineken picks to replace CEO Dolf van den Brink from June will be tasked with delivering on a strategy set in October promising higher beer sales with fewer resources.
The world's second largest brewer behind Anheuser-Busch InBev announced van den Brink's resignation on Monday after six years as CEO as Heineken battles falling sales and discontent among investors who want proof it can deliver.
The Dutch maker of Tiger and Amstel alongside its namesake lager has launched a search for a new CEO.
Here are some of the challenges they will face to placate investors and take on rivals, including AB Inbev and Carlsberg.
GET VOLUMES GROWING
Hopes of a recovery in slow or falling beer sale volumes have been knocked off course by everything from bad weather to political turbulence.
Analysts expect volumes to remain well short of the mid-single digit growth investors hope for until 2027.
And until people have more cash to spend, Heineken's incoming CEO has few levers to change this. Carlsberg is expected to show a big volume rise in its 2025 financial year, but mostly from its purchase of soft drinks maker Britvic.
That strategy might help Heineken's Danish rival offset slow beer sales and any shift away from drinking.
Beer makers can also put more resources behind non-alcoholic beer, a segment which is growing fast.
GIVE INVESTORS A RETURN
Heineken has fallen behind in terms of total investor returns from share price increases and dividends. Some such as AB InBev have multi-billion dollar share buy back programmes.
CUT COSTS
Investors see Heineken lagging behind AB InBev on cost efficiency. Some say they want to see more of the 500 million euros ($583 million) a year Heineken has pledged to save flow through to it bottom line.
The new CEO will have to be careful what they cut. Heineken needs to invest in the right places if it wants to benefit when demand returns.
TOO MANY BREWERIES?
Some investors and analysts say Heineken has too many breweries, especially in mature markets such as Europe where there is less scope for future growth. Some worry attitudes to drinking are shifting and volumes will only decline.
Heineken's new boss will need to shutter sites or, like their predecessor, defend the firm's production footprint.
BRING BACK THE CHEER
While beer sector valuations have all seen sharp declines since 2021 as hopes for future earnings faded, Heineken's has lost the most.
Bringing its valuation back up means reviving optimism around sales and profits, even amid political and economic turbulence, worries future generations are turning away from drinking and new threats like the rise of weightloss drugs.
($1 = 0.8571 euros)
(Reporting by Emma Rumney; Editing by Adam Jourdan and Alexander Smith)
Investor expectations refer to the anticipated returns or performance that investors hope to achieve from their investments, often influenced by company performance, market conditions, and economic factors.
Cost management involves the process of planning and controlling the budget of a business or project. It aims to minimize expenses while maximizing profitability and ensuring efficient resource allocation.
Valuations are assessments of the worth or value of an asset, company, or investment. They are crucial for making informed investment decisions and understanding market dynamics.
Operational efficiency refers to the ability of an organization to deliver products or services in the most cost-effective manner without compromising quality. It involves optimizing processes and resource use.
Explore more articles in the Finance category
