HEINEKEN to Open New Business Services Centre in India

HEINEKEN N.V. has announced the expansion of its global Business Services network with the establishment of a new centre in Hyderabad, India. Expected to be operational in the fourth quarter of 2025, the Hyderabad hub will enhance the company’s global service capabilities and support its Operating Companies as part of the EVERGREEN growth strategy.

This move reflects HEINEKEN’s ongoing commitment to optimizing its organizational structure to ensure long-term sustainable growth and competitiveness. The new centre will join a network of existing service hubs contributing to efficiency and agility across the brewer’s global operations.

Heineken has launched a new wheat pilsner, **Heineken Studio Mokum750**, in celebration of Amsterdam’s 750th anniversary. Brewed in collaboration with five local café owners, the beer honors the city's café culture and is the first release from Heineken Studio, the brand’s new experimental brewing space.

Mokum750 is a fresh, unfiltered wheat pilsner that includes coriander seed for a light spiciness and citra hops for a refreshing twist on the traditional Heineken flavor. A limited batch of 800 hectolitres has been produced and will be available in 200 cafés across Amsterdam during the anniversary festivities.

Heineken Joins Ellen MacArthur Foundation to Accelerate Reuse in Global Packaging

Heineken has announced a new partnership with the Ellen MacArthur Foundation, joining its global network to advance the adoption of reusable packaging across the brewing industry. The move reinforces Heineken’s commitment to sustainability under its "Brew a Better World" strategy.

Through the partnership, Heineken will work alongside businesses, governments, and NGOs to scale circular packaging systems that reduce waste and carbon emissions. The initiative comes as part of a broader industry shift highlighted in the Foundation’s 2024 Global Commitment progress report, which found that 64% of signatories have launched reuse pilots.

Joanna Price, Chief Corporate Affairs Officer at Heineken, emphasized the importance of collaboration in making reuse scalable: “Partnering with the Ellen MacArthur Foundation is crucial due to their convening power... By sharing our expertise in reusable packaging, we aim to drive adoption at scale.”

Heineken has already embedded reuse in its circularity strategy, aiming to minimize reliance on virgin materials and limit packaging waste globally. The brewer’s operational presence in over 70 countries positions it to drive industry-wide change through its experience and reach.

Rob Opsomer, Executive Lead Plastics and Finance at the Ellen MacArthur Foundation, said, “Scaling up reuse is critical to tackle packaging pollution... We look forward to working with HEINEKEN, a company that has experience implementing reuse models globally.”

Heineken continues to position sustainability as a central pillar of its global business, aiming to inspire systemic change and foster a commercially attractive circular economy.

Heineken N.V. Q1 2025 trading update summary

Heineken reported revenue of €7.784 billion, a decrease of 4.9 percent year-over-year. Net revenue (beia) grew organically by 0.9 percent, with a 3.3 percent increase per hectolitre. Total organic beer volume declined by 2.1 percent, while premium beer volume rose by 1.8 percent. The Heineken brand alone grew by 4.6 percent.

According to CEO Dolf van den Brink, performance was in line with expectations despite macroeconomic volatility. Markets like Vietnam, India, Ethiopia, Brazil, and China showed strong results. Marketing and selling investments are being increased, and the company is on track to achieve €0.4 billion in gross savings by year-end.

Heineken reiterated its full-year outlook of organic operating profit (beia) growth between 4 and 8 percent.

The company will host an investor and analyst conference call with CFO Harold van den Broek on April 16 at 14:00 CET.

Heineken Launches 'Starring Bars' Initiative to Support Local Bars Through Film Production

Heineken has introduced a new global initiative called *Starring Bars* to support local bars by turning them into film and commercial shoot locations. As part of its broader *Back the Bars* platform, Heineken will redirect commercial production budgets into bars that serve its beer by promoting them as authentic, ready-made filming venues. A digital catalogue of bar listings, complete with photos and floor plans, is now available at www.starringbars.com. The campaign includes outreach to filmmakers and industry professionals, along with moving billboards in major entertainment hubs. This effort aims to provide bars with new revenue streams and increased visibility while enriching on-screen storytelling with genuine community settings.

Heineken® Takes the UEFA Champions League Trophy on a Worldwide Journey to the Hardcore Fans in Asia & Africa


Heineken® is bringing the magic of the UEFA Champions League (UCL) closer to devoted football fans by launching the 2025 UCL Trophy Tour across Asia and Africa. With stops in Vietnam, Indonesia, South Africa, Zambia, and Kenya, the tour offers a rare opportunity for fans—especially those who have never set foot in a stadium—to witness the iconic trophy up close and experience the thrill of matchday in their home countries.

Football legend Bastian Schweinsteiger, a past UCL winner, will accompany the trophy on its journey. At each stop, Heineken® will host engaging activities that recreate the energy of live games, celebrating the unmatched passion of fans around the world.

In Vietnam, where fans are known to wake at 2 a.m. to watch matches, Heineken® is hosting a special 24-hour outlet experience with a live screening of the Quarter Final alongside Schweinsteiger. In South Africa, where millions stream games solo on smartphones, Heineken® created a synchronized phone wall display, allowing fans to share in the excitement together.

This initiative builds on Heineken®’s 30-year partnership with UEFA, which has already brought the Champions League to over 30 countries. With this year’s tour, the brand continues to recognize and reward fans’ unwavering dedication.

According to Nabil Nasser, Global Head of the Heineken® Brand, the tour is a celebration of those who “sacrifice sleep, data, or time” to follow their teams. The events will include meet-and-greets with Schweinsteiger and immersive fan experiences, underscoring Heineken®’s commitment to honoring the global football community.

Guy-Laurent Epstein, Co-Managing Director of UC3, praised the effort, saying the tour showcases the global spirit of the Champions League and Heineken®’s ongoing support for passionate fans around the world.

Heineken Launches Bar Dating Apps in Italy and Brazil to Refresh Young Adults’ Social Lives

Heineken has launched innovative "Bar Dating" apps in Brazil and Italy, designed to help young adults break out of social routines and discover new bars using a familiar dating app-style interface. With global data showing that 67% of Gen Z and Millennials tend to revisit the same venues despite a desire for novelty, the campaign aims to make social exploration easier and more enjoyable.

The new apps let users “swipe right” on bars with different vibes and personalities—whether they favor live music, a laid-back atmosphere, or simply good beer and conversation. Bars have been given their own profiles to attract new visitors, supported by Heineken’s efforts to revitalize the bar scene and support local establishments.

Research by Heineken reveals that while young adults crave new experiences, many are hesitant to try unfamiliar venues due to fear of disappointment, difficulty coordinating with friends, or feeling overwhelmed by options. As a result, 59% feel their social lives lack fulfillment, and 34% wish for more variety.

Heineken’s apps respond to this gap by combining technology with real-world connection. In Brazil, users can explore São Paulo’s nightlife via the Hei App, while in Italy, the Bar Dating WebApp allows easy bar discovery and event planning. Both tools are designed to support spontaneity, community, and more dynamic social engagement.

This launch is part of Heineken’s broader 2025 strategy to champion socialization and bar culture, following earlier initiatives like the Pub Succession campaign.