{"id":155676,"date":"2026-09-23T10:23:56","date_gmt":"2026-09-23T08:23:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=155676"},"modified":"2026-09-23T10:24:11","modified_gmt":"2026-09-23T08:24:11","slug":"ab-inbev-ravit-la-ligue-des-champions-a-heineken-apres-33-ans","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/ab-inbev-ravit-la-ligue-des-champions-a-heineken-apres-33-ans\/","title":{"rendered":"AB InBev ravit la Ligue des Champions \u00e0 Heineken apr\u00e8s 33 ans"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Apr\u00e8s plus de trois d\u00e9cennies, <strong>Heineken <\/strong>doit c\u00e9der la place \u00e0 <strong>Stella Artois<\/strong> en Ligue des Champions. Pour AB InBev, cet accord s&rsquo;inscrit dans la strat\u00e9gie visant \u00e0 associer plus \u00e9troitement ses plus grandes marques \u00e0 des plateformes m\u00e9diatiques mondiales et \u00e0 des \u00e9v\u00e9nements sportifs. Le brasseur est \u00ab en bonne voie \u00bb, a d\u00e9clar\u00e9 le PDG Michel Doukeris lors de la journ\u00e9e des investisseurs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un co\u00fbt nettement plus \u00e9lev\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AB InBev a conclu l&rsquo;accord avec l&rsquo;Union europ\u00e9enne de football (UEFA) \u00e0 la fin de l&rsquo;ann\u00e9e derni\u00e8re. Selon le site sportif The Athletic, le brasseur paierait environ 200 millions d&rsquo;euros par an pour ces droits. Heineken paierait quant \u00e0 lui environ 120 millions d&rsquo;euros par an pour son contrat de sponsoring actuel. David Beckham, ambassadeur de Stella Artois, a annonc\u00e9 ce changement mardi lors de la journ\u00e9e des investisseurs d&rsquo;AB InBev.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce choix s&rsquo;inscrit dans la strat\u00e9gie marketing pr\u00e9sent\u00e9e par AB InBev lors de cette r\u00e9union. Apr\u00e8s des ann\u00e9es durant lesquelles le groupe a d\u00e9velopp\u00e9 des dizaines de marques, le brasseur concentre de plus en plus ses investissements sur une cinquantaine de marques g\u00e9n\u00e9rant un chiffre d\u2019affaires d\u2019au moins 1 milliard de dollars, notamment Stella Artois, Michelob Ultra et Corona. Parall\u00e8lement, AB InBev mise sur de grandes plateformes internationales telles que les Jeux Olympiques, la Coupe du monde de football et Netflix.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Au-del\u00e0 de la bi\u00e8re<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La strat\u00e9gie de croissance d\u00e9passe d\u00e9sormais le cadre de la bi\u00e8re. Aux \u00c9tats-Unis notamment, AB InBev investit massivement dans les cocktails et autres boissons alcoolis\u00e9es. Selon Brendan Whitworth, directeur pour les \u00c9tats-Unis, AB InBev op\u00e8re d\u00e9sormais sur ce march\u00e9 des spiritueux et autres boissons non brassicoles, \u00e9valu\u00e9 \u00e0 25 milliards de dollars (21,9 milliards d\u2019euros), dont le groupe r\u00e9alise lui-m\u00eame environ 3 milliards de dollars (2,6 milliards d\u2019euros) de chiffre d\u2019affaires. \u00ab Les consommateurs de ces boissons proviennent principalement du secteur du vin et des spiritueux classiques ; il s\u2019agit donc <a href=\"https:\/\/www.tijd.be\/ondernemen\/voeding-drank\/ab-inbev-we-zijn-het-snelst-groeiende-sterkedrankenbedrijf-van-de-vs\/10687074.html\">pour nous d\u2019un v\u00e9ritable march\u00e9 suppl\u00e9mentaire<\/a> \u00bb, selon Whitworth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette diversification prend d\u2019autant plus d\u2019importance que le march\u00e9 traditionnel de la bi\u00e8re est sous pression. Tant AB InBev que Heineken sont confront\u00e9s \u00e0 une baisse des volumes, tandis que les jeunes consommateurs, en particulier, boivent moins de bi\u00e8re et d\u2019autres boissons alcoolis\u00e9es. Le PDG Michel Doukeris a n\u00e9anmoins exprim\u00e9 son ambition de cro\u00eetre davantage par ses propres moyens : \u00ab Nous sommes d\u00e9sormais \u00e0 mi-parcours de notre plan d\u00e9cennal et nous sommes sur la bonne voie. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La bi\u00e8re reste toutefois au c\u0153ur de l\u2019activit\u00e9 : aux \u00c9tats-Unis, le groupe entend compenser le recul de Bud Light par des marques en croissance telles que Michelob Ultra et Busch Light. Parall\u00e8lement, l\u2019entreprise a supprim\u00e9 trente marques et r\u00e9duit le nombre de ses produits distincts de 63 %. \u00ab En faisant moins, nous pouvons aller plus loin \u00bb, a d\u00e9clar\u00e9 Whitworth. L\u2019accord conclu avec la Ligue des champions s\u2019inscrit parfaitement dans cette approche : moins de marques b\u00e9n\u00e9ficient de budgets marketing plus importants et de sc\u00e8nes internationales plus vastes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s plus de trois d\u00e9cennies, Heineken doit c\u00e9der la place \u00e0 Stella Artois en Ligue des champions. Pour AB InBev, cet accord s&rsquo;inscrit dans sa strat\u00e9gie visant \u00e0 associer davantage ses plus grandes marques \u00e0 des plateformes m\u00e9diatiques mondiales et \u00e0 des \u00e9v\u00e9nements sportifs. Le brasseur est \u00ab en bonne voie \u00bb, a d\u00e9clar\u00e9 le PDG Michel Doukeris lors de la journ\u00e9e des investisseurs.<\/p>\n","protected":false},"author":5,"featured_media":155677,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[736,780],"people":[],"extra":[43],"company":[241,130],"topic":[276,488],"region":[446],"class_list":["post-155676","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-bier","tag-biere","extra-plus","company-ab-inbev","company-heineken","topic-expansion","topic-marketing","region-etats-unis-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AB InBev ravit la Ligue des Champions \u00e0 Heineken apr\u00e8s 33 ans - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/ab-inbev-ravit-la-ligue-des-champions-a-heineken-apres-33-ans\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AB InBev ravit la Ligue des Champions \u00e0 Heineken apr\u00e8s 33 ans - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Apr\u00e8s plus de trois d\u00e9cennies, Heineken doit c\u00e9der la place \u00e0 Stella Artois en Ligue des champions. 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