Heineken: has successfully offset declining sales volumes but must now explore new strategies

An expected drop in revenues for Heineken has been more than canceled out through cost-cutting measures and a shrewd pricing strategy. While beer volumes have suffered during the recession, this can be seen as the continuation of a more established trend. Plant closures have helped Heineken to reduce costs, but future profits will need to be driven by alternative methods.

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Heineken: the lighter taste of luxury

Launching Heineken Premium Light Lager in four US cities this month, Heineken USA is hoping to increase the size of the light beer market by attracting drinkers with a taste for premium products to the category. Part of a larger industry effort to win back loyalty to beer, Heineken seems to be addressing the right consumer concerns by leveraging its brand's premium cachet.

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High-carb foods: fighting the low-carb craze

The food industry is getting ready to fight the surging popularity of low-carb diets with multi-million dollar marketing campaigns that tout the nutritional benefits of various high-carb foods. While such campaigns might help lift depressed sales they are unlikely to stop the low-carb craze.

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Hot drinks: flavor of the day

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Hot drinks: US to abandon its tea party, while Brits steam ahead

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Importance of senior drinkers must not be overlooked

While many marketers still consider senior drinkers to be part of a cliched, uniform group, Europe's rapidly ageing population has resulted in older drinkers becoming increasingly more diverse, and drinks producers should take care not to neglect this growing group by marketing their products to an exclusively younger audience.

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InBev: announces disappointing UK sales and profits

InBev has announced a drop in second quarter UK sales in 2008. The Belgian-based brewer has deflected suggestions that its recent acquisition of Anheuser-Busch has distracted its European focus. The harsh reality for InBev and rivals is that European consumer trends are becoming less favorable for beer sales, lending increasing importance to emerging markets.

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InBev: Berkshire Hathaway approves proposed takeover

The second largest shareholder in Anheuser-Busch has given its approval to the proposed takeover bid by InBev NV, reports suggest. InBev's $65 a share offer comes at a time when volume sales in the off-trade market are outperforming volume sales in the on-trade market. Although the takeover would create the world's largest brewer by volume, the motives of the shareholder remain questionable.

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InBev: reaching out for a taste of American beer

InBev has had its latest acquisition offer for Anheuser-Busch rejected, as the Busch family try to defend their control over the company. However, given its ambitions to push further into the lucrative US beer market, InBev is unlikely to give up without a fight.

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Interbrew: Green light for low carb beer

The maker of Rolling Rock is preparing to launch its light beer offering, Rock Green Light. The product follows rising demands for low carbohydrate products by health conscious consumers. Restaurants are also increasingly trying to get a piece of the pie with innovative low carbohydrate offerings and the trend for such products looks set to make a big impact.<BR />

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