The Heineken Group has launched the category development portal, a digital platform designed to train partners and internal teams for drinking categories. Developed in partnership with Squadify, this solution is based on technological resources to integrate data, specialized content, and interactive navigation within a unique digital learning experience.

The platform offers modular training focused on subjects such as drinking segmentation, consumer behavior, and points of sale institution strategies.Averaging 20 minutes per session, the content is structured for direct application in retail operations. At the end of each training, users receive certification and accumulate points, which promotes commitment and makes it possible to measure performance.

With more than 2,000,025 visits since the beginning of 2025, the portal also acts as an information platform. In addition to training, it offers case studies, market analyses, and consumption trends and innovation in drinks.This tool also provides an interaction channel with the company’s category team, allowing for the exchange of information and direct support at a point of sale.

The platform is also used internally for the training of commercial and marketing teams,which act as tool ambassadors to customers. This structure makes it possible to expand the dissemination of the content and to keep the teams informed directly in the retail trade.

For CIOs and technological managers, the main asset lies in the adoption of a data-oriented digital approach, which transforms knowledge of consumer behavior into exploitable content. This model makes it possible to adapt the training,generate information on the use of platforms,adapt the courses to user profiles,and strengthen the standardization of the execution of strategies by category.

With this initiative, the Heineken Group advances the digitalization of it’s training and development efforts, aiming to empower its partners and employees with the latest insights and strategies in the beverage industry.

Evergreen Insights

The launch of Heineken’s category development portal signifies a broader trend in the beverage industry towards digital conversion and data-driven decision-making. As consumer preferences evolve and the retail landscape becomes more complex, companies are investing in platforms that can provide continuous learning and actionable insights. This approach not only enhances employee and partner capabilities but also fosters a more agile and responsive business model.The integration of specialized content, market analysis, and direct interaction channels within a single platform offers a thorough solution for staying ahead in a competitive market.

Frequently Asked Questions

What is the primary purpose of the Heineken category development portal?

The portal’s primary purpose is to train partners and internal teams for drinking categories, enhancing their knowledge and strategies.

Who developed the Heineken category development portal?

The Heineken category development portal was developed in partnership with Squadify.

What types of training does the Heineken portal offer?

The portal offers modular training focused on drinking segmentation, consumer behavior, and points of sale organization strategies.

How long are the training sessions on the Heineken portal?

Training sessions on the Heineken portal average 20 minutes in length.

What benefits do users receive after completing training on the Heineken portal?

Users receive certification and accumulate points upon completing training,promoting commitment and allowing performance measurement.

Besides training, what other information is available on the Heineken portal?

Besides training, the portal offers case studies, market analyses, consumption trends, and innovation in drinks.

How does the Heineken portal benefit CIOs and technological managers?

For CIOs and technological managers,the portal offers a data-oriented digital approach that transforms consumer behavior knowledge into exploitable content,allowing for adaptive training and strategy standardization.