Thanks to the heat and more investment in marketing, Heineken sales take off

Although growth in other regions slowed, higher sales in Europe driven by especially hot weather this summer helped Heineken meet its annual targets through the third quarter. In its June-September results presentation, Heineken said its global beer sales Guatemala Phone Number List increased in that period, keeping the brewery on track to meet annual targets.

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In second place among the largest brewers, behind only giant AB InBev , Heineken repeatedly noted that hot weather in Europe boosted overall sales, even as growth in volumes sold in Africa and Asia slowed.

It should be noted that the growth in investment in marketing and advertising actions of the brand has also had to do with it , something that has been sustained for many years.

In the United States, in 2017, for example, this investment destination had a strong boost, when it went from US $ 436 million in 2016 to US $ 476 million last year. This is an increase of almost 10 percent.

Heineken advertising expenses in the United States from 2012 to 2017 (in millions of US dollars). Statista.
To have a parameter comparing further back in time, suffice it to say that in 2012 the brand invested US $ 311.3 million in marketing in the United States.

Thus, in five years, the increase in this item was 53 percent.

Volumes in rise
The Dutch manufacturer said its consolidated beer volumes increased 4.6 percent compared to the third quarter of 2018 with the same period in 2017: they were 62.6 million hectoliters.

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The figure was in line with the average expectation of analysts.

Mexico and Brazil
“Sales volume growth continued in the third quarter, benefiting from good weather in Phone Number List Europe and strong growth in Brazil, Mexico, Vietnam and South Africa,” said the brand’s chief executive, Jean-Francois van Boxmeer, in a statement.

In addition, sales of Heineken Lager , the company’s premium global brand (which gives higher margins), increased 9.2 percent, with very strong growth in Brazil.

The only negatives were declining beer sales in Nigeria , a major Heineken market, as well as in Poland and Spain. Sales also fell in the Asia-Pacific region.

Heineken acquired the Brazilian operations in 2017 to become the number two player in that country.