{"id":132516,"date":"2025-10-23T15:01:10","date_gmt":"2025-10-23T13:01:10","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132516"},"modified":"2025-10-23T15:01:12","modified_gmt":"2025-10-23T13:01:12","slug":"heineken-concentreert-zich-op-vijf-merken-en-bespaart-miljarden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/heineken-concentreert-zich-op-vijf-merken-en-bespaart-miljarden\/","title":{"rendered":"Heineken concentreert zich op vijf merken en bespaart miljarden"},"content":{"rendered":"\n

In het kader van een nieuw strategisch vijfjarenplan gaat Heineken <\/strong>zich concentreren op vijf belangrijke merken. Met drastische besparingen beantwoordt de brouwer de aanhoudende zwakke consumentenvraag en stijgende kosten.<\/p>\n\n\n\n

Strategische focus<\/h2>\n\n\n\n

Heineken, Tiger, Amstel, Desperados en Birra Moretti: dat zijn de vijf biermerken waarop Heineken de komende jaren de investeringen zal concentreren om zijn groei te versnellen. Zeven “focusgroeimarkten” zullen 90% van de verwachte groei genereren tussen nu en 2030: Mexico, Itali\u00eb, Frankrijk, Spanje, Brazili\u00eb en het Verenigd Koninkrijk. Alcoholvrije en alcoholarme bieren krijgen meer aandacht. <\/p>\n\n\n\n

Dat verklaarde CEO Dolf van den Brink donderdag op de Capital Markets Day van de brouwer in Sevilla. De topman gaf toe dat de prestaties van het bedrijf niet zijn waar ze zouden moeten zijn. “Dit is niet bevredigend \u2013 we zijn echt hongerig naar meer en beter,” verklaarde hij. Heineken streeft naar een organische omzetgroei van rond de 5% elk jaar tot 2030, met een winstgroei die de omzetstijging overtreft.<\/p>\n\n\n\n

Bovendien snijdt het bedrijf fors in de kosten. Sinds 2019 realiseerde de brouwer al 3 miljard euro aan kostenbesparingen. Tussen 2025 en 2030 wil Heineken nog eens 500 miljoen per jaar besparen. De brouwer heeft recent een herstructurering van zijn hoofdkantoor in Amsterdam aangekondigd, die ongeveer 400 banen zal raken<\/a>. Verdere stappen in digitalisering moeten de effici\u00ebntie verbeteren. De brouwer verwacht in 2025 opnieuw minder bier te verkopen, na een zwak derde kwartaal<\/a> waarin de volumes in Europa en de Amerika’s zijn gedaald.<\/p>\n\n\n\n

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

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

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

In het kader van een nieuw strategisch vijfjarenplan gaat Heineken zich concentreren op vijf belangrijke merken. 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