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Heineken will purchase the Asahi brands

It brings together the Strongbow global portfolio

Heineken has signed an agreement to acquire five beer and cider brands from Asahi Beverages, an operation that will meet the conditions for Asahi's purchase of Carlton & United Breweries (Cub). The condition of sale was imposed by the Australian Accc (Australian Competition and Consumer Commission), which approved AB InBev's proposal to sell Cub for $ 11 billion earlier this year, on the condition that Asahi in turn sold some brands to avoid a reduction in the level of competition in the cider and beer market.

The deal will see Strongbow Australia rejoin the Strongbow global portfolio after 17 years, when Heineken bought the entire brand rights outside of Australia and New Zealand. The company will also acquire ownership of Little Green and Bonamy's, along with Australian rights to international beer brands, Stella Artois and Beck's. Following the completion of the agreement, the five brands will be distributed in Australia by Drinkworks, a wholly owned subsidiary of the brewery, strengthening its existing portfolio in the country which includes Tiger, Sol and Orchard Thieves.

Jacco van der Linden , president of Heineken Apac, said: "We are thrilled to bring the Strongbow brand to our company in Australia and expand our beer and cider references in one of the world's leading markets. This acquisition shows that the Group remains active. in pursuing growth where it intercepts an opportunity in line with its long-term strategy ".

According to Asahi, there will be no job losses in manufacturing, or closures of breweries as a result of the agreement, which remains subject to the approval of relevant authorities, including the Accc, expected in the fourth quarter of 2020. financial details were disclosed.

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EFA News - European Food Agency