Developing new portfolio of non-alcoholic products

Build creative propositions

Why The Upside

Looking to capitalise on the growing non-alcohol opportunity, the Heineken EMEA R&D team worked with The Upside to develop a range of propositions for testing, and define distinct cultural insights and go-to-market approaches for each.

How We Approached the Challenge

  • We dove deep into the fast-evolving space of non-alcoholic, to identify emerging behaviors and cultural trends
  • We looked at original go-to-market approaches within the wider non-alcoholic space as well as in other categories
  • We briefed Heineken’s packaging design agency to develop packaging concepts that matched each proposition


2 validated propositions taken up by local markets.

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