A united effort
Heineken, with partners Diageo
and Namibia Breweries Limited,
launched brandhouse in July
2004. brandhouse is a strategic
joint-venture that gives the
three companies leverage for
their premium brands in the
competitive South African
market.
brandhouse markets 8 premium
beer brands in addition to
Amstel lager, including
Heineken, Kilkenny, Guinness
Draught, Tafel Lager, Windhoek
Draught and Amstel Lager.
"Regaining the Amstel brand is an important development for the Heineken
and brandhouse businesses. It allows us to further strengthen the existing
brandhouse portfolio and it represents a sgnificant step in building our
business in this profitable beer market," says Tom de Man, Heineken's
Regional President for Africa and the Middle East.
Amstel Lager is positioned in the premium segment of the South African
market and has an 8% market share. The segment is the fastest growing on
the South African beer market, recording a 20 per cent increase in 2006.
Regaining its Amstel brand in South Africa has presented Heineken with
some significant operational changes and challenges. The company has
announced that it will build a new brewery in the country, to be up and
running in two years. In the meantime, Heineken is already transporting
Amstel from breweries in Europe to South Africa.
Three Heineken breweries in Europe are brewing, packaging and
transporting Amstel beer to South Africa: Aosta (Italy), Mons (France) and
Zoeterwoude (Netherlands). They have been working round the clock for
the past three months to ensure that South African shelves are stocked
with Amstel as quickly as possible.
Heineken's Italian operating company will be supplying Amstel to South
Africa in 33cl and 44cl cans, while France and the Netherlands will
concentrate their efforts on 34cl and 75cl bottles.
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