Heineken France Announces Innovation Program for 2026

In 2026, Heineken France is set to embark on an ambitious innovation program to revitalize its business after a challenging 2025 impacted by difficult commercial negotiations with certain players in the retail sector. Negotiations with the Aura purchasing center (Auchan, Intermarché, Casino) reached a deadlock, leading to Heineken products being absent from these stores from March to May 2025, resulting in decreased sales volumes last year.

However, Heineken France remains optimistic. “Excluding Aura, we gained 0.3 market share points in retail distribution and 0.3 points in CHR. These are the fundamentals we rely on,” stated Annick Vincenty, President of Heineken France. The goal is to recover lost volumes from 2025 and seek growth in both distribution channels.

Heineken Blonde de blé: Innovation Tailored for France

The CHR circuit remains a priority for Heineken France, representing over 25% of its business. “A sector beyond its weight in volume,” said Mimi Tran, Marketing Director of Heineken France. Introducing a new reference, Heineken Blonde de blé (5.5% ABV), exclusively for France, which is considered “one of the most sophisticated markets in terms of flavor diversity,” according to the Marketing Director. The beer will be available starting in March in CHR establishments and in retail from September 2026.

Heineken Studio Hits the Roads of France

In addition, Heineken Studio, the Research and Development laboratory, will be transformed into a traveling truck to tour France. Meanwhile, the Desperados flavored beer brand, celebrating its 30th anniversary in 2025, will expand its range with two new references in 50cl cans and 20-liter kegs.

Special Role of Innovation at Gallia within Heineken France

Focusing on Gallia, a microbrewery in Pantin, Heineken France unveiled new products for GMS and CHR circuits: NEIPA East Machine (5% ABV) and a non-alcoholic IPA. Gallia also introduced Pantinific, an IPA beer exclusively for CHR establishments.

Heineken France also reaffirms its commitment to CSR strategies, emphasizing moderate alcohol consumption through a range of non-alcoholic options. Gallia IPA 0.0 is part of this range, with more developments expected in the future.

No New Job Cuts Announced

Regarding environmental impact, Heineken France promotes the use of cans, emphasizing their low carbon footprint, recyclability, and lightness. The company is also dedicated to re-employment opportunities and consumer education in sustainable practices.

Furthermore, Heineken France is committed to sustainable sourcing, aiming to have a significant portion of its barley sourced in France by 2027. The company has partnered with Soufflet Malt to support agricultural producers in adopting sustainable practices.

Despite having over 3,500 employees in France, Heineken is planning to cut 5,000 to 6,000 jobs globally, focusing on productivity improvement efforts. The closure of the Schiltigheim brewery aligns with this plan, as the company continues its drive for operational efficiency.