Heineken brews an insight for every occasion

This event report outlines how Heineken, the brewing group, is using an "occasion-based approach" to reach consumers at the various moments where they drink beer.

Heineken brews an insight for every occasion

Stephen WhitesideWarc

"One of the great things about the alcoholic drinks category – and beer as well, in particular – is that it's very occasion-driven," Shawn Fitzgerald, Heineken's director/shopper intelligence, told delegates at the Advertising Research Foundation's (ARF) Shopper Insights Forum in Chicago.

"So when people are shopping for the category, they are thinking about the occasion: who is going to be there? What do I want the product to deliver? And the choices of what they buy, where they shop and how they shop are all driven by that."


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