Heineken on why craft needs a ‘reverse’ marketing approach

Heineken is adopting a “reversed” marketing approach for its smaller brands and craft beers as it looks to retain their authenticity and build out awareness.
At an event in Amsterdam last week, Walter Drenth, senior global director international brands at Heineken, explained that craft brands require a fundamentally different approach compared to scaled brand building. This means starting its communications with consumers who are already passionate about the brand, which spreads to &