The Art and the Risk of Brewing Less

Heineken: making a bold strategic move, or overreaching in a market that is moving on?

Heineken, Europe’s second-largest brewer, is facing growing pressure as traditional lager sales continue to decline across key markets, particularly in the United Kingdom. The company’s recent leadership change, ongoing cost-cutting measures, and pivot towards weaker or non-alcoholic products reflect the structural challenges confronting large-scale bre…