Lebanon: The Lebanese brewery Almaza, which in 2002 was acquired in majority (79 % of the capital) by the Heineken group, repurchased at the end of 2003 the Laziza mark, its always competitor. The group thus made an investment of more than 35 million euros in order to make a door of entry on the regional market in Lebanon. Thus the market share of the locally produced beer should reach about 70% versus 60% last year, to the detriment of imports.

In addition to Almaza and Laziza, the brewery retook the manufacture of the beer Amstel; a series of malt drinks without alcohol and intends to launch strong beer Rex, with a blood alcohol level of 8%. Investments of about 2,5 million dollars were also made by Heineken brewery in the modernization of brewery equipment and the design of new receipts. The company has fixed the objective to develop the Lebanese beer market where per capita consumption is 4,5 litres. For comparison in France, this figure is 40 litres and in Tunisia 9 litres.

04 June, 2004