Heineken Original & Dry January: Market Impact & Strategy

For this project, I analyzed the impact of Dry January—a growing movement where individuals abstain from alcohol for the month—on Heineken Original. Through research on consumer behavior, brand preferences, and non-alcoholic beer trends, I identified both threats and opportunities for Heineken. While non-alcoholic beer popularity remains low, the increasing awareness of Dry January presents challenges for maintaining sales. My recommendations focused on strategic marketing initiatives, such as promoting responsible drinking, engaging consumers through social media, offering special promotions, and positioning Heineken Original against competing alcoholic beers rather than non-alcoholic alternatives. This project emphasized data-driven decision-making and brand positioning in response to shifting consumer trends.