How Heineken Is Using AI to Redefine Its Growth Strategy

Heineken combines centuries-old brewing expertise with modern AI technology and data analytics for industry-leading growth to become the best-connected brewer.

With support from BCG experts, Heineken uses market insights to transform its tech infrastructure and advance the application of data and AI across these business areas: revenue management, marketing strategies, sales execution, and manufacturing.

BCG X’s Nicolas de Bellefonds visited the Heineken headquarters to toast the blend of tradition and innovation, alongside their Chief Digital & Technology Officer, Ronald den Elzen.