In Mexico, net revenue grew by a mid-single-digit, with volume increasing by a low-single-digit—slightly trailing the market but remaining flat in the second half of the year. Despite the devaluation of the Mexican peso and the impact of local elections on consumer spending, Heineken achieved strong organic operating profit growth, supported by a robust portfolio, revenue management initiatives, and productivity programs. The company continued investing in its production infrastructure, commissioning a new can facility in Meoqui and beginning construction on a new brewery in Yucatán.
The affordable premium brand Dos Equis posted strong high-single-digit growth, while Tecate Original grew by a mid-single-digit. Heineken 0.0 saw mid-single-digit volume growth and remains the leading non-alcoholic beer in the market. Additionally, Heineken’s eB2B platform now connects over 160,000 active customers.
In Brazil, net revenue grew organically by a mid-single-digit, with beer volume increasing by a low-single-digit. Heineken gained value share throughout the year, with volume share growth in the latter half. Despite inflation and the devaluation of the Brazilian real, the company expanded operating profit, benefiting from a positive portfolio mix and cost savings through nearshoring its supply chain in collaboration with strategic suppliers. To further support the growth of Heineken and Amstel, the company confirmed plans to open a new brewery in Passos in 2025.
In the United States, net revenue and volume declined by a low-single-digit, in line with the industry. Heineken Original volume remained stable, while Heineken 0.0 grew in the low teens, marking its sixth consecutive year of growth. The "beyond beer" segment grew by a low-single-digit, led by Dos Equis Chelada innovations, including Original, Mango, and Pineapple flavors.
