E-Malt.com News article: 697

The Danish second largest brewery group Bryggerigruppen (The Brewery Group) is widening its distribution deal with the Dutch brewing giant Heineken to include selling Heineken beer in kegs and bottles in Denmark in addition to an existing agreement covering cans. Heineken announced that its beer brand was set to do battle with its rival Carlsberg on the Danish beer's home ground after in August last year, following the initial distribution agreement with Bryggerigruppen.

"The company's management sees the deal as an important boost in competition because Heineken completes the group's own product range and will act as a door-opener at retailers," Bryggerigruppen said.
Denmark's beer market is led by Carlsberg Breweries with around 70 % market share, followed by Bryggerigruppen and a series of smaller local brewers.
Last year, the EU Commission dropped a cartel probe against Carlsberg and Heineken into whether the two were steering clear of each other's home markets in violation of competition rules in the 1993-1996 period.
Shares in Bryggerigruppen rose 1.5% to 209 crowns on a generally lower Copenhagen bourse, while Carlsberg shed 3.3% to 219 crowns.


26 February, 2003