The Dutch brewing force Heineken might need to acquire stronger local premium beer brands in the future, according to a new report from the market research company Canadean. The current Heineken strategy is to push its two main brands Heineken and Amstel onto every market where it operates. However, those two brands have lost ground, from 37 % of the company's portfolio in 1995 to 31 % in 2001, and the report suggests that the company needs more "locally acceptable" brands to accompany the main ones.

23 May, 2003