Growth opportunities beyond beer portfolio

Develop strategic agenda

Why The Upside

Heineken was looking to identify a sizeable business opportunity within the growing craft beer space. The team selected The Upside as they wanted to look beyond liquid innovation, explore completely new territory, and deliver creatively fresh but commercially viable options.

How We Approached the Challenge

  • Informed by a vast amount of existing research, we ran an insight workshop to sharpen and prioritize the real insights underpinning the opportunity
  • We brought in out-of-category inspiration to open up the thinking and explore new business models and new formats
  • We developed and validated two multimillion-dollar business opportunities, for which we developed the business and financial model


One business was developed internally and one was set up as a separate venture, with Heineken as an investor and The Upside as an equity holder

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