The HEINEKEN Company‘s stock hit a 4% decrease last week, amidst Dolf van den Brink leaving his position as CEO in May, 2026.
This serves as a stark warning to all European business owners. Big companies engaged in a game known as “premiumization” for many years. Prices will be raised, and we’ll bet that we’ll continue to pay. It was effective for a time. But today? It broke the rubber band.
The company revealed that ordinary people have no money. For the brand name, we no longer pay more. We are moving to more affordable options.
Continuing, the Dutch supermarket Jumbo retaliated. They referred to Heineken’s price increases as “bizarre.” They discontinued placing orders. They did not stock the shelves.
A 90% alcohol tax destroyed Vietnam’s growth engine. The Retail War is real. Heineken’s battle with supermarkets is not the only one. Check out the Corona guys at AB InBev. In November, 86 products were taken off the German supermarket chain EDEKA ZENTRALE Stiftung & Co. KG’s delisting list.
And why? due to AB InBev’s attempt at price increases. No, Edeka answered. Check out Carlsberg Group after that. A different game is being played by them. Beer sales were declining throughout Europe.
So what were they doing? They purchased Britvic. Soft drinks are taking over. They are aware of the reality: We are consuming fewer drinks. It is an easy lesson.
BrandSpur news brand reports that Heineken attempted to extract more revenue from a declining market. It didn’t succeed.
Carlsberg made a different decision to sell.
It is expedient to know that you must refrain from raising prices if your primary market is contracting. Become more diverse.
Maybe you’ll be the next CEO of this world company, in which case you should update your resume.
Source: Andrew Dremin, Senior Retail & E-commerce Leader
