HEINEKEN, The Coca-Cola Company and the Coca-Cola System in Brazil announce redesigned distribution partnership
February 24 2021 - 4:06PM
HEINEKEN, The Coca-Cola Company and the Coca-Cola System in Brazil
announce redesigned distribution partnership
Amsterdam, 24 February 2021 - Heineken
N.V. ('HEINEKEN'), The Coca-Cola Company and the Coca-Cola
System in Brazil have reached an agreement (the “Agreement”) to
redesign their longstanding distribution partnership in Brazil. The
Agreement marks a new milestone in the relationship among the
companies; it re-aligns the interests of all parties for the future
and builds on a solid historical foundation.
As per the Agreement, expected to become effective mid-2021, the
parties will begin a smooth transition of the Heineken® and Amstel
brands to HEINEKEN Brazil’s distribution network. The Coca-Cola
System in Brazil will continue to offer Kaiser, Bavaria and Sol,
and will complement this portfolio with premium brand Eisenbahn and
other international brands. The Agreement allows the parties to
better serve consumers and customers in the Brazilian market with a
solid portfolio, building on the positive momentum developed over
many years of successful collaboration.
Additionally, as part of the redesign of the distribution
partnership, the parties will have more flexibility. Subject to
certain mutually-agreed upon terms established in the Agreement,
the Coca-Cola System in Brazil will be able to produce and
distribute alcoholic beverages and other beers in a certain
proportion to HEINEKEN’s portfolio and HEINEKEN will be able to
explore further opportunities in the non-alcoholic segment. This
will allow Brazilian consumers to benefit from a wider array of
options.
Mauricio Giamellaro, Managing Director HEINEKEN Brazil
commented: “I am very pleased to redefine our distribution
partnership with the Coca-Cola System in Brazil. Through a dual
route to market, we will be able to reach and better serve our
consumers and customers with our broad portfolio, leveraging two
strong distribution systems.”
Luis Felipe Avellar, President Coca-Cola Brazil & South Cone
Operations commented: “Our companies have a long partnership
history in Brazil, and we are pleased to reach a new agreement that
will serve consumers for many years to come.”
Ricardo Mello, President of the Association of Coca-Cola
Bottlers in Brazil commented: “This new agreement is positive news
not only for the parties involved but for our Brazilian clients and
consumers as well.”
The parties have agreed to an initial term until December 31,
2026 with automatic renewal for another 5-year term subject to the
terms of the Agreement. The Agreement is subject to customary
regulatory approvals. As part of the Agreement, the parties have
agreed to end the existing litigation between them relating to the
previous distribution agreements.
ENDSPress
enquiries
Sarah Backhouse / Michael Fuchs E-mail:
pressoffice@heineken.com
Tel:
+31-20-5239-355
Investor and analyst enquiriesFederico Castillo
Martinez / Janine Ackermann / Robin AchtenE-mail:
investors@heineken.comTel: +31-20-5239-590
Editorial information
About HEINEKENHEINEKEN is the world's most
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premium beer and cider brands. Led by the Heineken® brand, the
Group has a portfolio of more than 300 international, regional,
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- HEINEKEN media release redesigned distribution partnership in
Brazil (24_2_2021)
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