Refreshing the innovation process at Heineken with a beer and lemonade mix
Emily BarleyWarc
"We want to support our business leaders with human inspirations … so they are better in anticipating the future in how consumers are changing and the market is developing," Sjoerd Koornstra, global CMI planner at Heineken International, told the audience gathered for the ESOMAR Sensory Forum held in Paris in November 2015.
Introducing the process Heineken, the global brewer, used to launch beer-and-lemonade mixed products around the world, Koornstra continued, "An international partnership with a specialist agency can drive speeds when on one side you...