Dutch courage: Heineken's brand integration challenge

David Benady

This article discusses the challenges and opportunities facing Heineken, the world's fourth biggest brewer, following its purchase of its UK competitor Scottish & Newcastle (S&N).

Dutch courage: Heineken's brand integration challenge

David Benady

The take-over by Heineken, the Dutch brewer, of rival Scottish & Newcastle’s UK brewing interests has been well received. At a stroke, the world’s fourth biggest brewer appeared to have dramatically boosted its brand portfolio and marketing firepower through the joint £7.8bn carve-up with Carlsberg, the Danish brewer, of S&N.

But now the company has to show it can leverage the brands it has captured across Europe and rebuild sales of its core Heineken brand in the UK. Coming as Coors and Molson, two of north...

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