Heineken Finds Help South of the Border

Cita: 

Fletcher, Clementine [2012], “Heineken Finds Help South of the Border”, Business Week, New York, 5 de enero, http://www.bloomberg.com/bw/magazine/heineken-finds-help-south-of-the-bo...

Fuente: 
Business Week
Fecha de publicación: 
Jueves, Enero 5, 2012
Idea principal: 

Heineken's namesake beer was the first foreign brew to come to the US after Prohibition ended in 1933, and being first helped fuel its success for decades. Now Heineken is counting on its own champion from south of the border to bolster its US standing: Dos Equis. Sales of Dos Equis, named for the two Xs on its label, soared 17% in the third quarter, compared with the Heineken brand's 1% sales decline and industry-wide drop of about 2%, according to research by Sanford C. Bernstein analyst Trevor Stirling. There are limits to how much Dos Equis can boost the company's momentum, however. That's because the Mexican brew represents just 0.6% of US beer market volume, vs. the Heineken brand's 2.2% in 2011 -- down from 2.6% in 2006, estimates consumer researcher Euromonitor. The company is trying to reposition the flagship brand to again appeal to young affluent drinkers.