Heineken is taking a gamble – investing nearly half of the master brand’s budget in this year’s Rugby World Cup. This is an effort to maintain its recent sales momentum and dial up its association with ‘world class events’. And so far it’s working.
The company’s half-year results for 2015, released 3 August, show increases in both group revenue of 2% organically, with a 0.9% increase in total volume.
As well as a successful UEFA Champions League campaign, Heineken plans to build on the growth in the second half of the year through a partnership with the upcoming James Bond film, a continuation of its “Cities” campaign, festive programmes and its 20th year of sponsoring the Rugby World Cup.
