HEINEKEN Hrvatska’s contribution to the economy: EUR 344 million and 5,900 jobs

In 2025, HEINEKEN Hrvatska's operations and value chain in Croatia supported 5,900 jobs directly and indirectly and contributed EUR 344 million to Croatia's GDP, equivalent to 0.4% of national GDP. These are the findings of the study “The economic impact of HEINEKEN in Europe in 2025”, prepared by consultancy Steward Redqueen. The results for Croatia were presented today at the brewery in Karlovac, together with the company's investments in developing local production and modernising packaging.

The presentation was also attended by Damir Mandić, Envoy of the Speaker of the Croatian Parliament and Mayor of Karlovac; Tugomir Majdak, State Secretary at the Ministry of Agriculture, Forestry and Fisheries and the Minister’s envoy; Vesna Hajsan Dolinar, Deputy Prefect of Karlovac County; and Ivar Scheers, Deputy Head of Mission at the Embassy of the Kingdom of the Netherlands. Nikolina Brnjac, Member of the European Parliament, addressed the participants via video message.

Also present were other representatives of Karlovac County, the City of Karlovac and the Embassy of the Kingdom of the Netherlands, representatives of the Croatian Chamber of Economy and the Croatian Employers’ Association, other business representatives, HEINEKEN Hrvatska’s partners and associates, and members of the media.

“Behind every beer we brew in Karlovac is a much wider network of people and businesses across Croatia, from suppliers and production to retailers, bars and restaurants. This study makes that contribution visible. At the same time, we continue to invest in our brewery and local production, so that a brewing tradition that started here in 1854 continues to contribute to Karlovac and the Croatian economy for generations to come,” said Maud Meijboom-van Wel, Managing Director of HEINEKEN Hrvatska.

According to the study results for Croatia, purchases of goods and services from Croatian suppliers amounted to EUR 50 million in 2025. In 2025, HEINEKEN Hrvatska supported a total of 5,900 jobs through its operations, both directly through employment within the company and indirectly across its value chain, including in retail, hotels, restaurants and cafés.

The study also provides a wider context for HEINEKEN Hrvatska's continued investment in Croatia. During the event, the company discussed its 2023–2026 investment cycle, focused on increasing production capacity and modernising the Karlovac brewery.

“The can filling line gives us greater production flexibility and allows us to respond faster to changing consumer needs. Consumers can already see one result of that investment on store shelves in the form of the different multipack formats introduced this summer,” said Krunoslav Kolar, Supply Chain Director at HEINEKEN Hrvatska.

The company remains strongly committed to the community in which it operates. Through the KAkvart programme, implemented in cooperation with the City of Karlovac and local volunteers, more than 200 projects have been completed to date. The company’s long-standing support for Karlovac Beer Days, Starry Summer and numerous other community and sporting events further reflects its strong connection with Karlovac.

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Data sources

Economic impact data are taken from Steward Redqueen's study “The economic impact of HEINEKEN in Europe in 2025” and the accompanying overview “HEINEKEN’s economic impact in Croatia”. They relate to 2025 and cover the direct and indirect effects of operations across the value chain. The estimates are based on a multi-regional input-output model that links HEINEKEN's business data with official economic statistics.