Heineken posted solid growth in 2024, with non-alcoholic beers and premium lager as key drivers. The beers were particularly appreciated in Africa and Asia, with limited growth in Europe.
10% increase in alcohol-free
Heineken saw global sales rise to 36 billion euros, accounting for organic growth of 5%. Operating profit rose 1.6%, to 4.51 billion euros, which also beat analyst expectations. In contrast, net profit was hit by a significant 874 million euro write-down on the stake in Chinese brewer CR Beer, leading to a decline from 2.3 billion to 1 billion euros.
A notable development was the rise in sales of non-alcoholic beers and ciders, which increased by 10%. Heineken 0.0 is now available in 117 countries and ranks as the world’s most popular non-alcoholic brand. The growth of non-alcoholic beers was especially pronounced in markets such as Brazil and the US. Premium brands such as Amstel, Desperados and Birra Moretti further contributed to the growth.
Overall, Heineken recorded a 1.6% volume growth. Africa, the Middle East and Asia had the strongest volume growth, while growth in Europe was limited to 0.3%. The Dutch beer group therefore continues to focus on premium segments and non-alcoholic alternatives. In 2025, expected operating profit growth will be between 4% and 8%, while the brewer continues to invest in marketing and cost savings to boost profitability.
