Heineken experienced the weakest sales performance among major beer brands during the Memorial Day weekend, according to a Goldman Sachs survey of distributors. Factors contributing to the decline included broader trends in alcohol consumption, particularly among Millennials and Gen Z, who are opting for less alcohol. The report found that 66% of distributors noted a decrease in Heineken's sales compared to the previous year. Economic concerns such as inflation and tariffs also contributed to reduced beer buying during the holiday weekend, causing overall beer market sales to fall short of expectations.
Distributors reported a significant drop in sales for Heineken, with 66% indicating their volumes were down during Memorial Day compared to last year.
Goldman's report highlighted that economic factors like inflation and changing consumer preferences, especially among younger generations, are negatively impacting beer sales.
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