Strategies that Heineken, Budweiser and other beer brands are using to target millennial men essay
In today highly competitive business environment it takes much effort to stay effective and gain profit. Beer, in the meantime, is among the most widely consumed products throughout the world, and apart from that, competition is high. Today, about 35 billion gallons of beer are consumed per year. The revenues of the amounts sold make up about $300 billion (Katsigris &Thomas, 2006, p.23). Beer industry is today a global business consisting of several levels. The brewery industry is made of a number of multinational corporations and thousands of smaller producers. These are, for example, local brewpubs or regional breweries, like those founded as early as the tenth century and paying tithes to monasteries. A modern brewery producing limited amounts of beer per year is known as a microbrewery or a craft brewery. On average, the limits are up to 15,000 barrels per year (Nelson, 2005, p.181). As Nelson (2005, p.182) informs, a microbrewery incorporating a pub or any other type of eating establishment is called a brewpub. Having a small private brewery is, without any doubt, rather profitable. However, there are certain restrictions or even prohibitions concerning home brewing. Legislation differs from region to region and from authority to authority.
Heineken Lager Beer was initially founded to become an international beer producer. Its founder, Gerard Adriaan Heineken, opened a family brewery in Amsterdam in 1864. In the nineteenth century there were no huge multinational conglomerates controlling the beer industry, so Heineken gave birth to an extremely successful business all by himself. From the very beginning the owner knew that he won’t be satisfied by the status of a small craft brewery and was ready to wait, meanwhile gaining resources, customer base and, what is even more important, perfecting a recipe. Heineken’s aspirations were not in vain. By the end of the nineteenth century, the beer produced by Heineken was awarded with several international prizes, among which Medaille d’Or, Diplome d’Honneurs, Grand Prix, and Hors Concours. Today, Heineken is a world known brand, the brand standing for premium gentleman’s beer consumed by 3 billion liters per year. Fromm (2014) notes that “the total beer production of all breweries fully owned by the Heineken Group over all brands was 16.46 billion liters globally.”
Nevertheless, it is not enough to win authority in order to enjoy further success. Brand managers realize that it is necessary to stay relevant and keep to the date. Among the latest marketing strategies worked out by Heineken is focusing on the so-called millennial men. The latter make up a great and stable customer base. Today, these are the youngest legal drinkers, and it is not extremely difficult to investigate the demographic characteristics of this group. It goes without saying that youth transform the entire industry, but for Heineken it is only a challenge interesting to accept. The millennial men are the children of digital age, and they are easily influenced via digital technologies, including social media, laptops, tablets, and smartphones. Last year, for instance, Heineken has introduced the Departure Roulette campaign which was welcomed by the millennial men (Fromm, 2014). Brand managers have also discovered that this generation is extremely loyal especially when they receive emotional and functional stimulus. Moreover, since 2010 Heineken applies the Legendary Man campaign that contributes to wider brand recognition and gaining new customers on-the-ground as well as on social media.
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