FEATURE26 November 2014

Deep dive into drinking occasions

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Five years into his role as head of strategic insights at Heineken UK, Mick Doran believes that the brewing industry is learning valuable lessons from other FMCG sectors in becoming more consumer inspired and brand led. “It’s not just about selling great tasting cider and beer,” he explains. “It’s about having a category vision and promoting engagement and enjoyment.”

Doran points out that Heineken has gone from what he describes as “little” innovation to more than 10% of its overall sales coming from new brands or brand extensions. It’s clear that the years he spent working at FMCG giants ...