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 87 percent of beer consumers in the United States, and around 29 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.
If, in addition to brand data, you are interested in company information, please refer to the Heinken company profile by Statista Company Insights.

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 87 percent of beer drinkers in the United States. Meanwhile, about 29 percent had consumed Heineken in the past 12 months. 25 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 struggles to deliver with Gen Z

A side-by-side comparison of brand KPIs across all generations shows that Heineken faces difficulties with Gen Z. Starting from brand awareness all the way till brand loyalty, consumers born between 1995 and 2012 rank the lowest on almost all our Heineken brand KPIs. Meanwhile, the beer brand is doing well with Millennials and Generation X, as they lead in most of our brand KPI metrics.

Life values

Heineken or no Heineken, U.S. consumers value a happy relationship

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. While both put most importance on a happy relationship, they differ in other aspects. 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 49 percent of Heineken non-drinkers have it among their most important aspects in life, it's only 37 percent among Heineken drinkers.

Published September 7, 2023

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