USA: Heineken currently absorbing impact of US tariff on its European-made beers, CEO says

Heineken is currently absorbing the impact of a 15% U.S. tariff on its European-made beers as the company cannot raise prices above local competition, CEO Dolf van den Brink said on October 23.

The Dutch brewing giant’s U.S. profitability is suffering due to these tariffs, with the company unable to pass on the additional costs to consumers without losing competitive positioning against domestic beer producers.

Van den Brink indicated that any potential shift in production to mitigate the impact of these tariffs would not happen in the immediate future, suggesting the company will continue to bear these costs in the short term.

The CEO also revealed that Heineken may close additional breweries across Europe while simultaneously investing in others as part of its operational strategy.

When discussing the company’s brand portfolio, van den Brink stated that Heineken is unlikely to sell any brands outright, though some may be allowed to "fizzle out" naturally over time.

26 October, 2025