Refreshing the innovation process at Heineken with a beer and lemonade mix

This event report looks at the trends Heineken tracks for its product development and how one innovation helped it to restructure and streamline its processes for bringing new products to market.

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...

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