Heineken Plans to Reduce Beer Sales in 2025 While Increasing Expenditures

Written by Emily J. Thompson, Senior Investment Analyst

Source: Yahoo Finance

Updated: Oct 24 2025

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Source: Yahoo Finance

Heineken's Volume Downgrade: Heineken shares fell 1.1% as the company anticipates lower beer sales next year due to economic pressures, reaffirming its "EverGreen 2030" strategy without stronger earnings targets, disappointing some investors.
Marketing and Product Innovations: The brewer plans to increase marketing spending to over 10% of revenue and is set to launch a new zero-calorie beer, "Heineken 0.0 Ultimate," in 2026 to boost growth in the moderation category.
Cyclical Consumption Trends: Management believes the recent decline in beer consumption is cyclical rather than structural, aiming to price products below inflation to enhance affordability and expects about 1% annual global volume growth.
Long-term Goals and Investor Sentiment: Heineken aims for €400–500 million in annual savings through efficiencies and has set mid-term goals for capital intensity and cash conversion, but investor concerns remain regarding weak near-term trading and currency challenges.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.