UK consultant helps Heineken with succession planning

31 December 2014

The Heineken family has hired UK advisor Martin Jenkins to help them with the future plans of Freddy Heineken's grandchildren. The consultant, a specialist advisor in the field of 'old money’, will talk with the grandchildren about the legacy of the Heineken group with which they will have to deal sooner or later.

Heineken stays Heineken
Last year, SABMiller, one of the biggest beer breweries in the world, tried to acquire Heineken. The family rejected the offer and stated that it wants to preserve the heritage and identity of Heineken as an independent company. The brewery is still in the hands of Heineken Holding, the holding company that owns most of the shares.


As with any family business, the theme of business succession also plays a role at Heineken. At current state, the business interests are – since 2002 – guarded by the daughter of founder Freddy Heineken, Charlene de Carvalho-Heineken, and her husband Michel de Carvalho. Together they have five children with ages from mid/late twenties, of which the oldest, Alexander de Carvalho (29), is a member of the Board of Directors at Heineken Holding. The remaining four grandchildren of Freddy Heineken are currently not fulfilling any official role within Heineken. However, in the long run, all of them are entitled to claim the huge legacy and the question arises how and to who the Empire will be transferred in the future.

Good transfer essential
Michel de Carvalho, investment banker and husband of Charlene Heineken, comments on the importance of a good transfer: “For anyone who oversees a family business, the transfer to the next generation forms the ultimate challenge of leadership. Doing it wrong, all energy of building the business will be wasted.”

External consultant
To advice on the issue of the Heineken estate and business succession, the de Carvalho-Heineken family decided hire UK advisor Martin Jenkins. He will talk to the five grandchildren of Freddy Heineken to figure out how they experience the upcoming legacy, and look at their ambitions, wishes but also any doubts. To do so, he will conduct individual and joint discussions. What the conversations eventually yield and how the business succession of the beer brewer will look like in the future, time will tell.


Red Consultancy helps Hendrick's to launch new gin

09 April 2019

Red Consultancy has been signed up by Hendrick’s to help launch the famous distiller’s new limited edition gin. The consultancy collaborated with Hendrick’s to install floral phone boxes across UK cities, which presented entrants with free samples to the Midsummer Solstice drink.

Britain’s gin industry is now worth well over £1.2 billion – having more than doubled in size since 2011. With little sign of the industry’s boom going bust any time soon, demand for the trendy spirit has led to a boom in the number of businesses centring on either distilling or selling the spirit, with a growing number of ‘gin palaces’ doing both.

As UK distillery Hendrick’s Gin looks to prepare for another busy Summer, the company has launched its first ever limited-edition gin – Midsummer Solstice – with flower obliterations up and down the country. In order to help promote the new product to a wide audience, Hendrick’s enlisted the help of Red Consultancy, which began working to launch Midsummer Solstice following a competitive tender process earlier in 2019.Red Consultancy helps Hendrick's to launch new ginRed Consultancy’s efforts eventually led to a number of experiential, floral phone box portals being unveiled across London, Brighton, Manchester, Edinburgh and Liverpool to mark the launch of the campaign. Curious consumers who entered the floral phone boxes were gifted with a first taste of the new gin – either with a ‘Stem for a Serve’ redeemable at a local bar or in the tasting room of the London’s Soho Square launch.

Commenting on the campaign, James Taylor, Senior Brand Manager at Hendrick’s Gin commented, “The floral transformation of the once forgotten phone box are the perfect space to create a sensorial portal to our unusual brand world and transport curious minds back to simpler, less-connected times before social media and mobile technology transformed the way we communicate. A space where you can stop, literally smell the roses, and consider your true meaningful connections – the perfect way for us to celebrate the launch of Hendrick’s Midsummer Solstice with a disruptive activation.”

The gin itself is already available at Waitrose, and will become available throughout the summer. Its public relations launch will be further supported by paid social media and in-store activity throughout that time, before its limited run comes to an end.

Red Consultancy is a professional services firm which offers advisory services to clients looking for PR, digital and content expertise via its 140 staff in its Soho offices. The firm develops and manages campaigns, runs major press offices, and steers brands and businesses through engagement with media, consumers, customers, stakeholders and internal audiences both domestically and internationally.

Recently, the firm was involved in a campaign with smartphone maker Huawei, helping it promote its AI-driven completion of Schubert’s famous Unfinished Symphony.