Heineken today presented its results for the last year (inside.beer, 16.2.2022) and showed impressive sales driven by the premium beer category, mainly the Heineken brand. Organic volumes sales of Heineken increased by 17.4% and reached 48.8 million hectoliters in 2021. The growth was broad-based with more than 60 markets growing double-digits.
The outstanding growth of Heineken Original was further supported by the strong performance of its line extensions Heineken Silver, a smooth and easy-to-drink beer with only 4% ABV, that more than doubled its volume, driven by excellent performances in China and Vietnam. Heineken Silver was launched in April 2019 and is the first product co-launched by China Resources Snow Breweries and Heineken since the two companies joined forces in November 2018 (inside.beer, 5.11.2018). Building on this success, Heineken plans to roll-out Heineken Silver internationally to reach more than 20 markets in 2022.
Heineken 0.0, the largest non-alcoholic beer brand in the world, grew in the thirties, with an outstanding performance in the Americas region. Heineken 0.0 has now been introduced in more than 100 markets.
In 2021, Heineken continued its sponsorships including the UEFA Champions League and Euro 2020 with only the Euro 2020 reaching more than 5 billion views. In addition, Heineken continued its sponsorship of Formula 1 and Formula E and the 2020 Olympics in Tokyo. To promote gender equality in sports, Heineken announced several upcoming sponsorships of women's sports, including UEFA Women's Football and the Formula 1 W Series. The highly anticipated Bond movie, "No Time to Die", was released 30 September 2021 and was accompanied by a Heineken commercial "Well worth the wait" featuring British actor Daniel Craig.
“I am pleased with the great momentum of the Heineken brand, the renewal of our brand and product portfolio […]”, said Dolf van den Brink, Chairman of the Executive Board and CEO of Heineken.