LION AUSTRALIA
READY TO GO
a powerful
distribution platform
Positive
'"POKTE
Andrew Reeves, CEO Lion Nathan Australia and Hans Erik Tuijt
Managing Director Heineken Australia
The Australian beer sector has a new competitive player with
the formation of a joint venture between Heineken and Lion
Nathan. The joint venture, Heineken Lion Australia, brings the
companies together in a sales and distribution deal.
The fit between Heineken and Lion Nathan Australia is based on
Heineken's success in growing its share of the premium sector
of the Australian beer market, combined with Lion Nathan
Australia's local brewing capabilities and national sales and
distribution expertise. Heineken Lion Australia brings the
companies together in a sales and distribution deal, which also
involves the option to brew Heineken and potentially other
Heineken company brands in existing Lion Nathan Australia
breweries. The Heineken Lion Australia venture creates an
extensive distribution platform, whereby a precinct sales force
has been established to sell the combined portfolio of brands in
the major metropolitan areas (Sydney, Melbourne, Brisbane,
Adelaide and Perth). In addition the existing Lion Nathan sales
force will sell the Heineken brand in other non-metropolitan areas.
Thony Ruys, Chairman of the Executive Board of Heineken N.V.,
is exited: "This joint venture provides us with a strong and
competitive portfolio of brands combined with an excellent
distribution platform that now allows us to realize the potential
of this rapidly growing premium sector."
Managing Director of Heineken Australia, Hans-Erik Tuijt, will be
the Managing Director of Heineken Lion Australia. "This is a natural
evolution for Heineken in Australia. Based on the success of the
Heineken brand here, we now know that Heineken has the
potential to substantially grow its share in this market. This joint
venture operating structure will allow us and Lion Nathan to
realize that potential," he explains. Andrew Reeves, CEO Lion
Nathan Australia, adds: "Our enthusiasm for the joint venture is
borne from the potential for growth in this market and fuelled
by building premium capabilities to address this growth."
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