Heineken brand profile in the U.S. 2024

Beer brands

Heineken brand profile in the U.S.

Founded in the Netherlands, Heineken is one of the most well-known beer brands. It is recognized by 91 percent of beer consumers in the United States, and around 30 percent had a Heineken in the past 12 months. Among different age groups, the brand is most well-known among Generation X and Baby Boomers. Furthermore, many Heineken consumers consider being successful as the most significant aspect in their lives.

Brand KPI Profile

U.S. consumers know Heineken, but are they drinking it as well?

The brand profile of Heineken shows that the brand can build on their high brand awareness. It is recognized by 91 percent of beer drinkers in the United States. Meanwhile, about 30 percent had consumed Heineken in the past 12 months. 26 percent of beer drinkers had noticed Heineken on social media and other forms of advertising in the past 3 months before our exclusive survey.

U.S. consumers know Heineken, but are they drinking it as well? . Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	91.0%
Popularity	37.0%
Consumption	30.0%
Loyalty	24.0%
Buzz	26.0%

Generations

Heineken scores with Boomers but they do not consume it

A side-by-side comparison of brand KPIs across all generations shows that Heineken is a well-known brand across all age groups in the U.S. beer market, with the highest awareness among Baby Boomers. Heineken's consumption rates are lower among Generation X and Baby Boomers. There is a significant buzz around the brand, especially among Baby Boomers and Gen Z.

Heineken scores with Boomers but they do not consume it. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	91.0%	89.0%	90.0%	93.0%	97.0%
Popularity	37.0%	36.0%	38.0%	36.0%	41.0%
Consumption	30.0%	31.0%	32.0%	27.0%	25.0%
Loyalty	24.0%	21.0%	26.0%	22.0%	25.0%
Buzz	26.0%	29.0%	24.0%	24.0%	30.0%

Life values

Heineken or no Heineken, U.S. consumers value an honest life

When it comes to the most important aspects in their lives, there are some differences between Heineken drinkers and non-drinkers in the United States. Being successful is among the most important things in life for 46 percent of Heineken customers, while it's 10 percent less among non-customers. With an honest and respectable life, it's the other way round. While 50 percent of Heineken non-drinkers have it among their most important aspects in life, it's only 45 percent among Heineken drinkers.

Published September 12, 2024

Heineken or no Heineken, U.S. consumers value an honest life. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Heineken consumer	Non-consumer
An honest and respectable life	49.0%	45.0%	50.0%
A happy relationship	46.0%	39.0%	47.0%
To be successful	38.0%	46.0%	36.0%
Safety and security	38.0%	33.0%	40.0%
Making my own decisions	32.0%	29.0%	32.0%
Having a good time	29.0%	30.0%	29.0%
Learning new things	26.0%	26.0%	26.0%
Traditions	16.0%	14.0%	16.0%
Advancing my career	14.0%	20.0%	12.0%
Social justice	13.0%	17.0%	12.0%