Brewing 'the best thing in the world'

Heineken's Jacco van der Linden sniffs out a premium opportunity in China's declining beer market

For Jacco van der Linden, 45, managing director of Heineken China since 2015, the decline in the country's beer market over the past three years represents an opportunity.

In terms of volumes, 500 million hectoliters of beer were sold in China in 2014. That figure dropped to around 460 million hectoliters in 2016, according to consultancy Euromonitor International.