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Heineken “significantly” increased its marketing spend across all regions last year, now accounting for 9.8% of revenue.
The premium portfolio includes Heineken, the only truly global premium lager brand, Affligem, Lagunitas, and Birra Moretti. It is well positioned to capture market share through premiumisation.
Heineken will increase the price of its draught products later this month, adding around 6 cent to the price of a pint.