All indications show that Heineken is setting the stage for a market
share war with East Africa Breweries Limited (EABL) and SABMiller.
Dar es Salaam, 21 March 2012: Global beverage giant, HEINEKEN has
established a new regional office for East Africa, based in Nairobi,
so as to capitalise on the growth of the premium beer volume in the
region.
The new office is supporting operations in Kenya, Tanzania and Uganda,
including an export operation supplying several other countries in the
region.
According to Koen Morshuis, Heineken general manager for East Africa,
in Tanzania, Mabibo beer Wines & Spirits Limited have successfully
brought the Heineken brand to the solid level it currently stands.
“In order to facilitate further growth Mabibo and HEINEKEN have agreed
that HEINEKEN will manage all commercial activities going forward.
These changes are also accompanied by a change in the supply point for
Heineken premium beer to Maxam East Africa so that Mabibo devotes its
full attention to Windhoek Beer and Climax Herbal Power Drink,”
Morshuis said.
Heineken plans to open an office in Tanzania before the close of the
year. The Dutch brewer has been supplying Heineken brands in the
Tanzanian market through local distributor Mabibo Beer wines and
Spirits Ltd.
About HEINEKEN
Heineken is a proud, independent global brewer committed to
surprising and exciting consumers with its brands and products
everywhere. The brand that bears the
founder’s family name – Heineken® – is available in almost every
country on the globe and is the world’s most valuable international
premium beer brand. The Company is present in over 70 countries and
operates more than 140 breweries.
HEINEKEN is Europe’s largest brewer and the world’s third largest by volume.