Heineken reshapes global head office under EverGreen 2030 strategy

Heineken has announced a major restructuring of its global head office as part of its new five-year strategy, EverGreen 2030. Building on the foundations of EverGreen 2025, the new phase refines the company’s ambition to lead in an increasingly dynamic global beer market.

The changes are designed to create a more agile, simplified, and connected organisation focused on innovation and growth. The full strategy will be unveiled on 23 October at Heineken’s Capital Markets Event in Seville, Spain.

Scaling digital transformation across markets

At the core of EverGreen 2030 is an accelerated focus on technology and agility. Heineken is expanding its Digital Backbone (DBB) programme—a multi-year initiative that integrates more than 40 digital platforms across over 70 markets. The system aims to simplify operations, enhance data capabilities, and speed up innovation, allowing the brewer to react more effectively to evolving consumer preferences and market shifts.

Evolving the organisation for speed and impact

To support its growth ambitions, Heineken is expanding its Business Services division (HBS) to build global capability centres driven by advanced technologies. This shift will enable local operating companies to focus more directly on execution and customer engagement.

Starting in 2026, Heineken’s Amsterdam head office will transition into a more streamlined strategic hub. Around 400 roles will be affected, in addition to 200 roles already in transformation within the Digital and Technology department since October 2024. These changes include both relocations to HBS and role eliminations, forming part of a broader effort to reduce complexity and accelerate decision-making.

A stronger Heineken for the future

Dolf van den Brink, Chairman of the Executive Board and CEO, Heineken: "The world around us is changing fast. Geopolitical and economic pressures are real, but so are the opportunities created by technology and evolving consumer trends. To stay ahead, we must accelerate our digital transformation and sharpen our focus on winning in the market. We recognise the impact these changes can have on our people and are committed to supporting them with care and respect throughout this transition. With a stronger, simplified, more agile organisation, we are well positioned to unlock new growth opportunities and innovation."

EverGreen 2030 marks a decisive step in Heineke’s long-term transformation, positioning the company to operate with greater speed, resilience, and focus. The full strategy presentation will take place at the Capital Markets Event on 23 October in Seville.

www.theheinekencompany.com

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