The purpose of this paper is to examine the issues related to the promotion and marketing of ‘Heineken’, the famous Dutch beer, which in Greece is produced by the Athenian Brewery S.A.

The case study method was employed because its fundamental characteristic is the “focus on a particular setting or event”. The findings showed that the company offers a beer of high quality, which is marketed as a premium beer and it has a higher price than the other beers of the same category. The company employs marketing practices to increase its market share to convince consumers to drink beer in any occasion and women to change their attitude towards beer.

This paper is one of the very few so far that have provided an insight in the production and marketing of beer in the Greek market. The results of the study support the findings of other studies mentioned in the literature and they can be of definite interest and potential value to managers in this sector.

Evangelia Blery, Eutyhia Kamaterou