Heineken unveils 2030 strategy: aiming for beer sales growth and cost cuts

Dutch brewer Heineken has announced an updated strategy running through 2030 – targeting mid-single-digit annual organic revenue growth and profit growth ahead of that pace.

The plan, called “EverGreen 2030,” was presented at the company’s Capital Markets Day in Seville and focuses on 17 key markets where Heineken aims to expand through targeted acquisitions and sell non-core assets when appropriate.

The brewer expects operating profit to grow faster than revenue, while earnings per share should increase in line with or above that rate. It also aims for over 90% free-cash conversion, supported by a cost-saving program of up to €500 million a year.

Heineken has faced major challenges since 2020 – from the pandemic and surging inflation to trade conflicts and shifting consumer demand. Recent quarters have been particularly weak, with the company warning that beer volumes may decline again in 2025 due to softer sales in Brazil and Europe.

Amid a sluggish industry backdrop, Heineken’s shares are up about 3% year-to-date, compared with gains of around 10% for Anheuser-Busch InBev and 15% for Carlsberg.