Heineken has announced a “reshaping” of its head office in Amsterdam that will impact around 400 employees.
The move, announced today (14 October), is being led by the group’s expansion of its ‘Digital Backbone’, which brings together “over 40 digital platforms” in around 70 markets. The decentralised approach also consists of the formation of “global capability centres” under the Heineken Business Services (HBS) banner.
A consequence of the strategy sees about 400 roles affected at head office level. Some of the jobs will transition to HBS, resulting in relocations, although other positions will “cease to exist”. When contacted by Global Drinks Intel, a group spokesperson declined to provide more specific figures, adding that the Amsterdam global HQ is home to 1,750 employees.
Two hundred other roles are “already in transformation” and have been since October last year.
“The world around us is changing fast,” said CEO Dolf van den Brink. “Geopolitical and economic pressures are real, but so are the opportunities created by technology and evolving consumer trends. To stay ahead, we must accelerate our digital transformation and sharpen our focus on winning in the market.
“We recognise the impact these changes can have on our people and are committed to supporting them with care and respect throughout this transition. With a stronger, simplified, more agile organisation, we are well positioned to unlock new growth opportunities and innovation.”
Heineken is the latest in a line of alcohol brand owners to look at reducing their headcounts this year. Brown-Forman got the ball rolling with news of a 12% cut in its global workforce, followed by Campari Group a month later: The need for “more efficient resource allocation” is expected to hit around 10% of its staff.
Two months ago, Diageo raised its cost savings target by 25% on its initial proposal announced in May. “This is really not about job cuts or elimination of roles,” said acting CEO Nik Jhangiani at the time. “Yes, there will be some, but that’s not what this is about.
“This is about freeing up resources and dollars where we can reinvest for the business.”
