{"id":155673,"date":"2026-09-23T10:16:29","date_gmt":"2026-09-23T08:16:29","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=155673"},"modified":"2026-09-23T10:16:30","modified_gmt":"2026-09-23T08:16:30","slug":"ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\/","title":{"rendered":"AB InBev kaapt Champions League na 33 jaar weg bij Heineken"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Heineken <\/strong>moet na meer dan drie decennia plaatsmaken voor <strong>Stella Artois<\/strong> in de Champions League. Voor AB InBev past de deal in de strategie om zijn grootste merken sterker te koppelen aan wereldwijde mediaplatformen en sportevenementen. De brouwer is &#8220;goed op weg&#8221;, zei CEO Michel Doukeris op de investeerdersdag.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Flink duurder<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AB InBev sloot de overeenkomst met de Europese voetbalbond Uefa eind vorig jaar. Volgens sportsite The Athletic betaalt de brouwer ongeveer 200 miljoen euro per jaar voor de rechten. Heineken zou voor zijn huidige sponsorpakket circa 120 miljoen euro per jaar betalen. David Beckham, ambassadeur van Stella Artois, kondigde de wissel dinsdag aan tijdens de investeerdersdag van AB InBev.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De keuze sluit aan bij de marketingstrategie die AB InBev tijdens die bijeenkomst uiteenzette. Na jaren waarin de groep tientallen merken uitbouwde, concentreert de brouwer zijn investeringen steeds sterker op een vijftigtal merken met een omzet van minstens 1 miljard dollar, met name Stella Artois, Michelob Ultra en Corona. Tegelijk kiest AB InBev voor grote internationale platformen zoals de Olympische Spelen, het WK voetbal en Netflix.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Meer dan bier<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De groeistrategie reikt inmiddels verder dan bier. Vooral in de Verenigde Staten investeert AB InBev fors in cocktails en andere alcoholische dranken. Volgens Amerika-directeur Brendan Whitworth opereert AB InBev daar inmiddels in een markt voor sterkedrank en andere niet-bierdranken ter waarde van 25 miljard dollar (21,9 miljard euro), waarvan de groep zelf ongeveer 3 miljard dollar (2,6 miljard euro) omzet. \u201cDe klanten van die dranken komen vooral van wijn en klassieke sterkedranken, dus <a href=\"https:\/\/www.tijd.be\/ondernemen\/voeding-drank\/ab-inbev-we-zijn-het-snelst-groeiende-sterkedrankenbedrijf-van-de-vs\/10687074.html\">voor ons is het echt een extra markt<\/a>\u201d, citeert De Tijd Whitworth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De verbreding krijgt extra gewicht omdat de traditionele biermarkt onder druk staat. Zowel AB InBev als Heineken kampt met zwakkere volumes, terwijl vooral jongere consumenten minder bier en andere alcoholische dranken drinken. CEO Michel Doukeris uitte niettemin de ambitie om meer op eigen kracht te groeien: &#8220;We zitten nu halfweg ons tienjarenplan en we zijn goed op weg.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toch blijft bier de kern: in de Verenigde Staten wil de groep de terugval van Bud Light compenseren met groeimerken als Michelob Ultra en Busch Light. Tegelijk schrapte het bedrijf er dertig merken en verminderde het zijn aantal afzonderlijke producten met 63%. \u201cDoor minder te doen, kunnen we meer bereiken\u201d, zei Whitworth. De Champions League-deal past precies in die aanpak: minder merken krijgen meer marketinggeld en grotere internationale podia. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heineken moet na meer dan drie decennia plaatsmaken voor Stella Artois in de Champions League. Voor AB InBev past de deal in de strategie om zijn grootste merken sterker te koppelen aan wereldwijde mediaplatformen en sportevenementen. De brouwer is &#8220;goed op weg&#8221;, zei CEO Michel Doukeris op de investeerdersdag.<\/p>\n","protected":false},"author":5,"featured_media":147204,"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],"tags":[736],"people":[],"extra":[43],"company":[241,130],"topic":[197,488],"region":[],"class_list":["post-155673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-bier","extra-plus","company-ab-inbev","company-heineken","topic-expansie","topic-marketing"],"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 kaapt Champions League na 33 jaar weg bij Heineken - 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\/nl\/news\/food\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AB InBev kaapt Champions League na 33 jaar weg bij Heineken - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Heineken moet na meer dan drie decennia plaatsmaken voor Stella Artois in de Champions League. Voor AB InBev past de deal in de strategie om zijn grootste merken sterker te koppelen aan wereldwijde mediaplatformen en sportevenementen. De brouwer is &quot;goed op weg&quot;, zei CEO Michel Doukeris op de investeerdersdag.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-23T08:16:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-23T08:16:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/shutterstock_1487232434.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pauline Neerman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pauline Neerman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/food\\\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/food\\\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\\\/\"},\"author\":{\"name\":\"Pauline Neerman\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/66b54803fa10759039079458ea89e307\"},\"headline\":\"AB InBev kaapt Champions League na 33 jaar weg bij Heineken\",\"datePublished\":\"2026-09-23T08:16:29+00:00\",\"dateModified\":\"2026-09-23T08:16:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/food\\\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\\\/\"},\"wordCount\":393,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/food\\\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/shutterstock_1487232434.jpg\",\"keywords\":[\"Bier\"],\"articleSection\":[\"Food\"],\"inLanguage\":\"nl-NL\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/food\\\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/news\\\/food\\\/ab-inbev-kaapt-champions-league-na-33-jaar-weg-bij-heineken\\\/\",\"name\":\"AB InBev kaapt Champions League na 33 jaar weg bij Heineken - 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