Beer brands

Heineken brand profile in the U.S.

Founded in the Netherlands, Heineken is one of the most well-known beer brands. It is recognized by 91 percent of beer consumers in the United States, and around 30 percent had a Heineken in the past 12 months. Among different age groups, the brand is most well-known among Generation X and Baby Boomers. Furthermore, many Heineken consumers consider being successful as the most significant aspect in their lives.

Brand KPI Profile

U.S. consumers know Heineken, but are they drinking it as well?

The brand profile of Heineken shows that the brand can build on their high brand awareness. It is recognized by 91 percent of beer drinkers in the United States. Meanwhile, about 30 percent had consumed Heineken in the past 12 months. 26 percent of beer drinkers had noticed Heineken on social media and other forms of advertising in the past 3 months before our exclusive survey.

Generations

Heineken scores with Boomers but they do not consume it

A side-by-side comparison of brand KPIs across all generations shows that Heineken is a well-known brand across all age groups in the U.S. beer market, with the highest awareness among Baby Boomers. Heineken's consumption rates are lower among Generation X and Baby Boomers. There is a significant buzz around the brand, especially among Baby Boomers and Gen Z.

Life values

Heineken or no Heineken, U.S. consumers value an honest life

When it comes to the most important aspects in their lives, there are some differences between Heineken drinkers and non-drinkers in the United States. Being successful is among the most important things in life for 46 percent of Heineken customers, while it's 10 percent less among non-customers. With an honest and respectable life, it's the other way round. While 50 percent of Heineken non-drinkers have it among their most important aspects in life, it's only 45 percent among Heineken drinkers.

Published September 12, 2024

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