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Heineken Expands in Australia With Addition of Five Beer and Cider Brands

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Heineken Expands in Australia With Addition of Five Beer and Cider Brands

Heineken Expands in Australia With Addition of Five Beer and Cider Brands
November 02
09:32 2020
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Heineken is acquiring cider brand Strongbow from Asahi Group Holdings in Australia, along with two other cider brands, Little Green and Bonamy’s. Heineken will also gain the perpetual licenses on beer brands Stella Artois and Beck’s in Australia. The financial terms of the transaction were not disclosed.

The acquisition is subject to regulatory approval and comes after a successful bid for these brands when Asahi put them up for sale as a condition from the Australian Competition and Consumer Commission (ACCC) for the group’s acquisition of Carlton & United Breweries (CUB).

Asahi has provided a court-enforceable undertaking to the ACCC to divest the five brands. The undertaking also requires Asahi to ensure the divested brands receive the same access to bars, pubs and clubs as well as off-premise space under tap-tying agreements as Asahi’s brands until June 2023.

The acquisition of Strongbow in Australia reunites the global Strongbow portfolio after 17 years. Strongbow was first produced by H.P Bulmer, which was founded in 1887 by Percy Bulmer. Ownership of the brand went to Scottish & Newcastle when it acquired H.P Bulmer in 2003. In Australia and New Zealand, Scottish & Newcastle’s interests were sold to Foster’s, CUB’s predecessor, which inherited the Strongbow brand in these two countries. In 2008, as part of a consortium, Heineken acquired Scottish & Newcastle along with the Strongbow brand outside of Australia and New Zealand.

Today, Strongbow is Heineken’s leading cider brand globally, sold in more than 40 countries.

“We are thrilled to bring the Strongbow brand in Australia home to Heineken and scale up our beer and cider portfolio in one of the world’s leading beer and cider markets. This acquisition shows that HEINEKEN remains active in pursuing growth where we see opportunities that align with our long-term strategy,” comments Jacco van der Linden, President of Heineken APAC.

The five brands being acquired will be distributed in Australia by Drinkworks, a wholly owned subsidiary of Heineken. This will strengthen Drinkworks’ existing premium beer and cider portfolio in Australia which includes Tiger, Sol, Monteith’s beer and cider and Orchard Thieves cider.

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