JOINING FORCES
IN SOUTH AFRICA
The joint venture of Heineken with Diageo and
Namibia Breweries is set to boost the position of
the Heineken brand in South Africa considerably,
as sales marketing and distribution activities of the
three companies are combined.
The joint venture followed the acquisition of
Heineken and Diageo of a minority stake in Namibia
Breweries in April 2003. The acquisition was
completed in July 2003. The three shareholders
combine the sales, marketing and distribution
businesses in South Africa.
Diageo is one of the leading brewers in Africa and
of the world's leading premium drinks companies,
with a wide variety of brands, like Johnnie Walker,
Guinness, Baileys and Smirnoff.
The main beer brands of Namibia Breweries are
Windhoek Lager, Windhoek Light and Tafel Lager.
Becks and Guinness are brewed under special
licence. Heineken has been marketed and distributed
by Namibia Breweries in South Africa since 2003.
Heineken brings its global experience and knowledge
in the beer sector to the joint venture, specifically
in Africa. In addition, the Heineken brand will benefit
tremendously from the distribution platform and
the sales expertise the joint venture provides.
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