( CNN ) -- As European consumers shift their drinking habits away from bars and into their homes , industry giants such as Heineken are looking at ways to adapt . Beer sales in bars and restaurants - traditionally the primary outlets for the Dutch brewer 's products - have fallen sharply across the continent in recent years . As a result , Heineken recorded a 4.6 % drop in sales in 2010 , down to â‚¬7.89 billion ( $ 11.3 billion ) . Didier Debrosse , president of Heineken 's Western Europe division , is now looking for way to reflect consumer 's changing needs as the company looks to arrest the drop . He has helped to implement a strategy he hopes will align the brewing giant with the demands of modern European consumers . A key component of the transition so far has seen Heineken move away from its traditional focus on bars and restaurants as primary points of sale . A series of partnerships and promotions with supermarkets such as France 's Carrefour have been established - providing direct access to the home consumer market . Initial results of the link up are promising . Heineken recorded sales 3 % higher at Carrefour stores than at any other outlet in the last year . The key is products which are easier to consume at home , such as a can to drink on the terrace , or a bottle to have with a meal . The aim , Debrosse said , is `` to cover all the consumer moments . '' Debrosse is careful , however to maintain a long term definition of success . `` It is a journey , '' he says . `` It takes time to build a brand . '' CNN 's Eoghan Macguire contributed to this report .
Beer sales in European bars and restaurants have fallen sharply in recent years . Heineken recorded a 4.6 % drop in sales in 2010 . The Dutch brewer has a new strategy it hopes will appeal to European consumers .