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Heineken reaps benefits from first-party data collection
Data managementData protection & privacyDirect to consumer
Heineken USA hasfound new ways to create direct consumer relationships, while remaining compliant with rules preventing it from selling directly to customers.
Why it matters
It’s easier for some brands to gather first-party customer data than it is for others. Alcoholic beverage companies like Heineken, with limited opportunity to enter into the DTC market, can use content to reduce their reliance on third-party data.