Family
THE WORLD OF HEINEKEN
brands in Austria, Hungary, Poland, Romania and the Czech Republic.
And there is a good reason why BBAG focused its expansion efforts
on these countries; they account for 75% of the total beer consump
tion in Central Europe. In combination with BBAG, Heineken rises
above competition in terms of financial performance and hecto
litres sold and has extended its number one position in Europe.
Karl Büche, Chief Executive Officer of BBAG, referred during the
press conference to the close bond that had quickly been
established between BBAG and Heineken. "We have concluded a
marriage of convenience, but it is a union that is based on affection.
We wanted to secure the future of BBAG. With Heineken as a
majority shareholder we will achieve that. We will form a strong
company, with compassionate employees and a range of highly
regarded brands. I repeat a phrase from our press release: we open
a new chapter in brewing history." Thony Ruys regards BBAG as a
significant new member of the Heineken family. "BBAG has a
lengthy tradition and was originally a family business with a clear
long-term vision. That dovetails perfectly with Heineken."
Heineken and BBAG reached a deal in record time. In November
2002 the Austrian brewery announced that - to safeguard the
company's long-term strategy - it was looking for a partner.
Heineken Director of Corporate Business Legal Affairs
Rob Wesseling was a member of the project group that paved the
way for the agreement. "Doing business with BBAG was speedy,
well-structured and effective." He sees that speed as proof of the
perfect fit between the two brewing groups.
