Heineken + Collage = Unlocking competitive advantage through cultural intelligen
By Mikeblack · April 21, 2026 · Curated by George's Blog
Heineken + Collage = Unlocking competitive advantage through cultural intelligence.
#Beer is experiencing unprecedented growth pressure driven by changing cultural patterns.
#GenZ is one cultural group certainly driving a lot of this growth pressure, but it's actually much more nuanced.
Growth is also being shaped by #Hispanic, #Black and #Asian consumers, who have unique values and ways of expressing identity that must be reflected in marketing campaigns and portfolio.
Gen Z itself is 50% #multicultural, so a GenZ growth strategy is a multicultural strategy, by definition.
And then layer on top of this, the core Millennial, Gen X and Boomer consumers who are increasingly embracing healthy lifestyles and using medications like #GLP-1.
They're not going to stop drinking beer all together, but they will expect beer brands to speak to them intentionally and specifically, too.
MY POV:
The beer brands able to create INTENTIONAL and SPECIFIC strategies that speak to a group's unique cultural attitudes will win more than those that treat everyone as one big homogenous group.
That's why I am beyond excited to welcome Heineken to the Collage Group's large and growing community of brands putting culture at the center of strategy. They're already leading in many ways, but I am confident this partnership will unlock even more growth in years to come.
Cheers to that! 🍻