{"id":132523,"date":"2025-10-23T15:04:19","date_gmt":"2025-10-23T13:04:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132523"},"modified":"2025-10-23T15:04:21","modified_gmt":"2025-10-23T13:04:21","slug":"heineken-se-concentre-sur-cinq-marques-et-economise-des-milliards","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/heineken-se-concentre-sur-cinq-marques-et-economise-des-milliards\/","title":{"rendered":"Heineken se concentre sur cinq marques et \u00e9conomise des milliards"},"content":{"rendered":"\n

Dans le cadre d’un nouveau plan strat\u00e9gique quinquennal, Heineken <\/strong>va se concentrer sur cinq marques importantes. Le brasseur r\u00e9pond \u00e0 la faiblesse persistante de la demande des consommateurs et \u00e0 la hausse des co\u00fbts par des mesures d’\u00e9conomies drastiques.<\/p>\n\n\n\n

Orientation strat\u00e9gique<\/h2>\n\n\n\n

Heineken, Tiger, Amstel, Desperados et Birra Moretti : telles sont les cinq marques de bi\u00e8re sur lesquelles Heineken concentrera ses investissements dans les ann\u00e9es \u00e0 venir afin d’acc\u00e9l\u00e9rer sa croissance. Sept \u00ab march\u00e9s de croissance prioritaires \u00bb g\u00e9n\u00e9reront 90 % de la croissance attendue d’ici 2030 : le Mexique, l’Italie, la France, l’Espagne, le Br\u00e9sil et le Royaume-Uni. Les bi\u00e8res sans alcool et \u00e0 faible teneur en alcool feront l’objet d’une attention accrue. <\/p>\n\n\n\n

C’est ce qu’a d\u00e9clar\u00e9 jeudi le PDG Dolf van den Brink lors de la journ\u00e9e des march\u00e9s financiers organis\u00e9e par le brasseur \u00e0 S\u00e9ville. Le dirigeant a admis que les performances de l’entreprise n’\u00e9taient pas \u00e0 la hauteur de leurs attentes. \u00ab Ce n’est pas satisfaisant, nous avons vraiment soif de plus et de mieux \u00bb, a-t-il d\u00e9clar\u00e9. Heineken vise une croissance organique de son chiffre d’affaires d’environ 5 % par an jusqu’en 2030, avec une croissance des b\u00e9n\u00e9fices sup\u00e9rieure \u00e0 celle du chiffre d’affaires.<\/p>\n\n\n\n

De plus, l’entreprise r\u00e9duit consid\u00e9rablement ses co\u00fbts. Depuis 2019, le brasseur a d\u00e9j\u00e0 r\u00e9alis\u00e9 3 milliards d’euros d’\u00e9conomies. Entre 2025 et 2030, Heineken souhaite \u00e9conomiser 500 millions suppl\u00e9mentaires par an. Le brasseur a r\u00e9cemment annonc\u00e9 une restructuration de son si\u00e8ge social \u00e0 Amsterdam, qui touchera environ 400 emplois<\/a>. De nouvelles mesures de num\u00e9risation devraient am\u00e9liorer l’efficacit\u00e9. Le brasseur s’attend \u00e0 une nouvelle baisse des ventes de bi\u00e8re en 2025, apr\u00e8s un troisi\u00e8me trimestre morose<\/a> marqu\u00e9 par une baisse des volumes en Europe et en Am\u00e9rique.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Dans le cadre d’un nouveau plan strat\u00e9gique quinquennal, Heineken va se concentrer sur cinq marques importantes. 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