In its latest financial results, Heineken sales grew 2% globally, with revenues down slightly in Europe but volumes of Heineken brand beer sold in the Western Europe region up 2.6%.
The brand has, the business said, benefitted from the "successful campaign to support the UEFA Champions League football sponsorship" which was activated in 109 markets and supported via digital innovation, special edition bottles and a global TV campaign.
Heineken said the second half of the year would benefit from a significant pipeline of marketing and sponsorship activity, including partnering with the next James Bond movie and the brand's sponsorship of the Rugby World Cup.
'Exciting' pipeline of activity planned
In June, the brand revealed to Marketing it was kicking off its Rugby World Cup sponsorship programme with activity featuring England captain Will Carling, Matt Dawson, Scott Quinnell, Rocky Elsom and Shane Horgan, who will take part in an online-only pundit panel throughout the tournament, called the Heineken Rugby Studio.
It is also rolling out limited edition bottles and outdoor, print and digital and a TV ad that will break this month featuring rugby stars Jonah Lomu and John Smit.
David Lette, Heineken brand director said by "associating ourselves with world class experieces" such as music, football and rugby, the brand had become the number one premium beer brand.