Heineken closed 2024 with solid and broad-based growth, recording a 5,0% organic increase in net revenue and 8,3% in operating profit. Beer volume grew 1,6% on an organic basis, with Heineken® growing 8,8%, while the EverGreen strategy continued to drive the group's operations, with expansion in both developed and emerging markets.
Growth was driven by premium segments (+5%), mainstream beer (+2%) and the “beyond beer” segment (+4%), with Desperados and Savanna cider in the spotlight. Heineken® 0.0 recorded an increase of 10%, confirming its global leadership in alcohol-free beer.
Productivity improvements delivered savings in excess of €600 million, supporting an operating margin expansion of 40 basis points. Marketing and sales investments increased by €300 million, with a focus on digitalization and technological innovation.
Looking ahead to 2025, Heineken expects organic operating profit (BEIA) growth of 4% to 8%. The company announced a €1,5 billion share buyback program over two years, confirming its confidence in its growth strategy.
“We have delivered solid results, driven by broad-based growth and expanding profitability. 2025 will see us further strengthen our investments in marketing and our EverGreen strategy,” said Dolf van den Brink, CEO of Heineken.
The company remains aware of macroeconomic challenges, including geopolitical uncertainty, inflationary pressures and emerging market volatility, but remains committed to balancing volume and value growth with strategic investments and productivity improvements.
