Why Is Heineken Doing Better than Corona?

Is it innovation?

Corona Extra, the largest import brand, continues to struggle in supermarkets.

Heineken, meanwhile, appears to have recovered from a price-induced slowdown.

Why?

The difference could be Heineken’s mini keg. That new package – along with Heineken Premium Light’s mini keg and slim can – has been a major source of incremental volume for the Heineken franchise for the 12 weeks ended April 12, according to beer sales statistics from Nielsen.

The new packages have allowed the brand to increase its presence in stores at a rate in excess of Corona. And these distribution gains have translated into increased volume.

Heineken’s success shows the power of innovation that connects with consumers.

For the four weeks ended April 12, Heineken’s case share in supermarkets was flat. Corona, meanwhile, was down 0.2 points.

The June 2007 issue of Brew Magazine took an in-depth look at innovation in the beer business. That issue can be seen here.