Kim Walker Dick Stroud
Oct 7, 2013

Will Heineken reach drinkers that other beers can’t reach?

Marketing to older consumers does not mean concocting products specifically for the ageing demographic.

Kim Walker

In August this year, Heineken announced that it intended to use crowdsourcing to generate products and marketing ideas targeted at older drinkers.

The company’s rationale was that the beer industry has historically been focused on the youth sector and so there should be opportunities for products aimed at the older drinkers. This is an especially important group since it is a large, growing and relatively wealthy.

This activity is part of Heineken’s...

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