This approach is emphasized in their more recent tag line “We Brew Experiences That Inspire Legendary Lives” [The HEINEKEN Company]. However, their message, of focus on premium, becomes garbled in the next initiative identified as creating value for their customers through their dynamic upscale portfolio of international brands, and in the next breath claim, their brand is about substance not status [Heineken U.S.A., 2016]. This approach of heavily focusing on the premium aspect of their brands may separate the younger market segment, more sensitive to cost, from trying and becoming loyal consumers.…