France: Heineken claims sales leadership over Carlsberg brands

Heineken’s iconic brand gained 0.4 points in 2013 to reach a 17.3% market share and become the new market leader in France, Pascal Sabrie, Heineken France President, was quoted as saying by Le Figaro on February 13.

Citing IRI data, Mr. Sabrie said the Dutch brand thus overcame Carlsberg’s Kronenbourg (16.2% market share by volume) and 1664 beer (10.3%) in hypermarkets. Heineken, which is priced even higher, claims 18.4% of the market in value terms, against Kronenbourg’s 12.5% and 1664’s 11.3%.

Kronenbourg owners, however, don’t agree with Heineken and claim hypermarket leadership at 17.6%, pointing out that the latter does not take into account sales of Kronenbourg 7.2 (amber) Kronenbourg Pur Malt (alcohol-free), comparing Heineken sales to Kronenbourg Export’s (blonde) only.

14 February, 2014