Heineken on Craft’s Impact

Dear Client: Heineken NV CEO, Jean-François M.L. van Boxmeer, sat down with Deutsche Bank at their Global Conference yesterday fielding questions about global strategies and trends. After debriefing on the state of affairs in their world markets, the attention was turned towards craft and its impact on Heineken. Before the craft revolution, Heineken sat atop of the beer category as a premium brand but they're now losing a lot of that "premium" spotlight to craft brewers. Of course, this shift