Heineken is one of the most popular beers in the United States. It has a large following of loyal fans, and there are many reasons why people love it.

So buys Heineken? Why? And sometimes even more importantly, when? Answering such questions can give us insights into Heineken’s target market so that businesses, like retailers and convenience stores, can make decisions on whether to stock Heineken in their stores and how much to stock.

In this article, we will discuss who the Heineken target market is and what makes this brand of beer so appealing to them.

Understanding the Heineken Target Market

One of the best ways to understand the Heineken target market is to understand why people buy Heineken and the circumstances under which they buy it.

Understanding consumers’ needs and motivations for buying beer and especially this brand of beer, helps us divide Heineken’s market into the following customer segments:

  1. People who love beer
  2. People who love Heineken
  3. People who are looking for a light beer
  4. People who are looking for a refreshing drink
  5. People hosting a party
  6. People planning a picnic
  7. Restaurants & Bars

Let’s look at each of these segments of the Heineken target market more closely.

#1. People who love beer

A key segment of the Heineken target market includes people who simply love beer. They are passionate about trying different kinds of beers and learning about the brewing process. They are also willing to pay more for high-quality. They can also be fans of craft beers.

These are the people who, at a party, don’t mind what kind of beer they drink. They are lovers of beer and would just as gladly drink a Heineken as they would any other beer.

#2. People who love Heineken

These people are a subset of the beer lovers group and are passionate about Heineken. They love the taste of Heineken and might even prefer it to other beers.

They are also willing to pay a premium for Heineken. This group is especially important to Heineken because they are the brand’s loyal fans who will continue to buy Heineken even when there are other cheaper options available.

It’s also worth noting that people who love Heineken don’t just drink it at parties; they are also likely to buy it for themselves to drink at home.

#3. People who are looking for a light beer

Heineken is known for being a light beer, and this is one of the main reasons why people choose to drink it. Light beers have fewer calories and are usually easier to digest.

Many people who choose a light beer do so because they are health-conscious and are watching their calorie intake. Others might choose a light beer because they are trying to be mindful of their alcohol consumption.

#4. People who are looking for a refreshing drink

Sometimes when people are looking for a refreshing drink, they’ll just grab a Heineken from the fridge. This is especially true in the hot summer months when people are looking for something to quench their thirst and cool them down.

While soda and iced coffee are also refreshing, they don’t usually have the same associations with relaxation that beer does.

Note that people in this market segment may not want a beer or an alcoholic drink at all. They may be just as satisfied with a non-alcoholic drink like lemonade, ginger beer, or maybe even an energy drink or a sports drink like Powerade or Gatorade.

So these alternatives are competitors to Heineken for the attention of this market segment.

#5. People hosting a party

This segment of the Heineken target market is made up of people who are hosting a party and want to provide their guests with beer.

They may not have a specific brand in mind, but they know that Heineken is a good option because it’s a light beer that will be refreshing for their guests.

People in this market segment are also usually looking for a good value, so they may buy Heineken in bulk or on sale.

#6. People planning a picnic

Similarly, people who are planning a picnic might grab a Heineken because it’s an easy beer to transport and it won’t get too warm in the sun. Likewise, people going to the beach might also choose Heineken for these same reasons.

This segment of the Heineken target market usually makes decisions based on convenience and price. They want a beer that is easy to drink and won’t cost too much money.

It should be noted, however, that not all countries permit the consumption of alcohol in public places like beaches and parks. So in these cases, Heineken would not be an option for picnickers and beach-goers.

#7. Restaurants & Bars

Finally, businesses like restaurants and bars are a very important segment of the Heineken target market. They usually buy beer in bulk and serve it to their customers.

While these businesses might serve other brands of beer, they know that Heineken is a safe option that will be popular with their customers. They usually buy beers that are popular and will be easy to sell. Heineken fits this bill perfectly.


Heineken is a broadly loved beer and is enjoyed by people across the United States.

The Heineken target market is a broad one and includes not just those who love Heineken but those who love beers in general. It includes people who are looking for a light beer and those looking for a refreshing drink.

People hosting a party or planning a picnic will often choose Heineken because it’s a good value and easy to transport. And finally, restaurants and bars also serve Heineken because it’s a popular beer that their customers will buy and enjoy.