Bram Westenbrink says stronger brand performance, commercial execution and AI adoption reinforced HEINEKEN’s confidence in its long-term growth strategy after a solid first half.
HEINEKEN’s Global Chief Commercial Officer, Bram Westenbrink, says the brewer’s half-year results demonstrate growing momentum behind its EverGreen 2030 strategy, with improvements in brand growth, commercial execution and digital capability supporting revenue and profit growth.
In a LinkedIn post following the release of the company’s results, Westenbrink highlighted 5.3% portfolio growth, led by the Heineken® brand, which also recorded 5.3% volume growth. He said the brewer’s other global brands, including Amstel, Desperados, Birra Moretti and Tiger, also contributed to the performance.
Westenbrink attributed the results to stronger commercial execution across markets, noting improvements in both sell-in and sell-out performance that strengthened the company’s Sales Power. He also pointed to a record number of product innovations launched during the period, reflecting HEINEKEN’s continued investment in brand development.
The executive highlighted the rollout of Freddyai, the brewer’s AI-powered commercial platform, saying it was delivered ahead of schedule and is already supporting colleagues across the global commerce organisation. The deployment signals HEINEKEN’s growing use of artificial intelligence to improve sales effectiveness and commercial decision-making.
Beyond financial performance, Westenbrink cited Heineken®’s recognition as Creative Brand of the Year at the Cannes Lions International Festival of Creativity as evidence that marketing effectiveness continues to complement commercial execution.
The update comes as HEINEKEN continues implementing its EverGreen 2030 strategy, which prioritises premium brand growth, digital transformation, productivity improvements and long-term value creation across its global markets.
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