Heineken Original: Strategic Response to Dry January

As part of a summer marketing course, I took on the role of product manager for Heineken Original to evaluate the impact of the growing Dry January movement. I conducted research on consumer behavior, alcohol consumption trends, and brand loyalty to assess how the campaign could pose a threat or opportunity. My final report identified key findings about limited non-alcoholic beer adoption, inconsistent participation in Dry January, and Heineken’s low ranking in taste preference. I proposed strategies such as promoting lower-alcohol products, targeting less-involved participants, and emphasizing the social benefits of responsible drinking. This project strengthened my skills in consumer research, strategic analysis, and turning insights into actionable brand recommendations.