Heineken indicated its negotiations with European retailers have been “tougher than usual”, as it looks to remain firm on its pricing strategy.
Taking a firm stance on pricing is necessary to fuel growth in the beer category, was Heineken’s message to investors today (16 April).
During the brand’s first quarter of 2025, ending 31 March, consolidated volumes fell 4.9% year-on-year in Europe. While the company sold less beer than it did during the same period last year, it grew price-mix by 1.4%, meaning it increased prices versus the year prior.
Speaking to investors during Heineken’s first quarter results call, CFO Harold van den Broek emphasised the importance of pricing in fuelling investment.
