GETRÄNKEINDUSTRIE

Beverage Industry Trade Magazine



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Heineken and Coca-Cola announce redesigned distribution partnership in Brazil

Heineken, The Coca-Cola Company and the Coca-Cola System in Brazil have reached an agreement to redesign their longstanding distribution partnership in Brazil. The companies state that the Agreement marks a new milestone in the relationship among them; 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. According to the companies’ statement, 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.

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.


Team

Dr.-Ing. Klaus Krammer
Chief Executive Officer

+498261999310

Sandra Wulkan
Publishing Director

+498261999150

Christoph Seifried
B.Eng. of brewing and beverage technology
Editor

+498261999317

 

Sabine Reggel
Media Consultant

+498261999338

 

Michaela Schölderle
Advertising

+498261999361

Susann Winterhoff
Sales / Subscriptions

+498261999455

 

Barbara Onischko
Editorial Assistant

+498261999325

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Beverage filling systems

FAS Füllanlagenservice GmbH

Auweg 2
25495 Kummerfeld

0 41 01 / 79 42 - 0
0 41 01 / 79 42 - 10

info@fas-net.de
www.fas-net.de

Beverage raw materials

J. N. Reinartz GmbH & Co.KG

Lindenstr. 20
40723 Hilden

0 21 03 / 96 49 0
0 21 03 / 96 49 49

Can presses / recycling presses

WEIMA Maschinenbau GmbH

PUEHLER division

Im Deboldsacker 3+5
74232 Abstatt

0 70 62 / 91 588 - 11
0 70 62 / 91 588 - 28

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STAES.COM

Nijverheidsstraat 48 A
B-2260 Oevel (Westerlo)

00 32 / 14 259 - 300
00 32 / 14 259 - 301

Dewatering technology made of stainless steel

Hermann WALDNER GmbH & Co. KG

Wassertechnik

Anton-Waldner-Straße 10-16
88239 Wangen

0 75 22 / 986-0
0 75 22 / 986-280

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GEMÜ Gebr. Müller

Apparatebau GmbH & Co. KG

Fritz-Müller-Str. 6-8
74653 Ingelfingen

0 79 40 / 12 3 - 0
0 79 40 / 12 3 - 1 92

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Efaflex Tor- und Sicherheitssysteme GmbH & Co. KG

Fliederstr. 14
84079 Bruckberg

0 87 65 / 82 - 0
0 87 65 / 82 - 200

info@efaflex.com
www.efaflex.com

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Finke Mineralölwerk GmbH

Rudolf-Diesel-Str. 1
27374 Visselhövede

0 42 62 / 7 98
0 42 62 / 79 95 19

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PLAMA Plastik Maschinen GmbH

Bergische Str. 15
42781 Haan

0 21 29 / 94 16 - 0
0 21 29 / 94 16 - 99

info@plama.de
www.PLAMA-PET.de

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FAS Füllanlagenservice GmbH

Auweg 2
25495 Kummerfeld

0 41 01 / 79 42 - 0
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www.fas-net.de

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Certuss Dampfautomaten GmbH & Co. KG

Hafenstr. 65
47809 Krefeld

0 21 51 / 57 8 - 0
0 21 51 / 57 8 - 264

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Krummenstr. 2
72131 Ofterdingen

0 74 73 / 94 62 - 0
0 74 73 / 94 62 - 99

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BAVARIA Getränkemaschinen GmbH

Siemensstraße 13
24963 Tarp

0 46 38 / 899 - 199
0 46 38 / 899 - 001

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Bruchweg 30
29313 Hambühren 1

0 50 84 / 4 04 - 0
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Langer Graben 34
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0 70 44 / 91 58 4 - 0
0 70 44 / 91 58 4 - 99

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Chriwa Deutschland

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Bruchweg 30
29313 Hambühren 1

0 50 84 / 404-0
0 50 84 / 404-31

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www.chriwa.de

flavours

Th. Geyer Ingredients GmbH & Co. KG

Im Wesertal 11
37671 Höxter

0 55 31 / 70 45 - 0
0 55 31 / 70 45 - 200

Events

Heineken and Coca-Cola announce redesigned distribution partnership in Brazil

Heineken, The Coca-Cola Company and the Coca-Cola System in Brazil have reached an agreement to redesign their longstanding distribution partnership in Brazil. The companies state that the Agreement marks a new milestone in the relationship among them; 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. According to the companies’ statement, 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.

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.


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