Brewer Heineken Aims to Boost Market Share with Integrated Global Ecommerce Hub

As part of a broader strategy to strengthen the link between its marketing and sales, beer manufacturer Heineken is gearing to launch its first-ever global ecommerce platform.

The brewer plans to use the hub to sell branded products such as clothing and glasses to consumers, although the platform's development is still at the early stages.

Some of the work will be driven by Heineken's UK division, which has undergone a four-month restructure of its marketing team. Other planned changes will see brand managers being given greater responsibility and power to alter the way campaigns are structured.

By integrating the hub into marketing activity for brands such as Desperados and Strongbow, the brewer aims to gain more in-depth shopper insight. This is particularly important since the beer and cider markets that have become increasingly competitive in recent years.

Heineken's UK Marketing Director, Jacco van der Linden, commented: "In our new organisational structure we have put in place category and trade marketing teams, all of which ecommerce will become a big part of what we do as a business moving forward. Within our plans to grow both the beer and cider categories ecommerce will play more of a role where together with customers we start to develop a whole ecommerce platform."

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