BMI View:Heineken is attempting an unconventional approachrnto tap into the burgeoning craft beer market by launching itsrnown brand Maltsmiths. We see potential challenges in thisrnstrategy, as it is not technically a 'craft' brand due to the fact itrnis not a local, small business typically associated with the craftrnbeer movement, which opens it up to potential criticism.rnUltimately, this may not matter if Heineken can acquire PunchrnTaverns, as it will be able to mass produce its Maltsmithsrnbeers and put them in 3,000 locations around the UK, helpingrnto build the brand and revive a struggling pub business.
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