E-Malt.com News article: 783

Dutch brewer, Heineken NV, the world's third-largest brewer, announced that it has notified South African Breweries about its decision to terminate the licensing agreement for Heineken beer in South Africa.

“It is important for Heineken to have control of its brand in such a large beer market as South Africa, where the premium segment is expected to grow in the coming years. Taking full control will enable Heineken to grow the brand's volume and market share overtime. Heineken is currently working on a sales force and distribution network and expects to have these ready in a matter of weeks. In order to serve consumers and customers, Heineken and SAB have agreed that SAB will continue to sell and distribute Heineken beer until the end of April 2003. When the new sales and distribution network is in place, Heineken will inform its business partners and consumers accordingly,” company said in a statement.


19 March, 2003