MERGERS & ACQUISITIONS

Heineken’s big African strategy looks set to finally go ahead

By our News Team | 2023

SA’s Competition Tribunal follows its Namibian counterpart by clearing the way for a new local beer and beverages giant to take on AB InBev.

South Africa’s Competition Tribunal has conditionally approved the takeover of the country’s largest liquor firm, Distell, by Dutch-based brewing giant Heineken for around US$2.1-billion.

In a statement released late last week, Heineken noted: “The decision marks the final regulatory approval, following those received from the Namibia Competition Commission, the Common Market of Eastern & Southern Africa and all other relevant jurisdictions. It paves the way for the creation of a regional African beverage champion”.

Photo by Alexandre Cruz from Pexels

In November 2021, Heineken announced its intention to acquire control of Distell and Namibia Breweries Limited, with the intention of combining them with Heineken South Africa to create a new business called Newco. Heineken is to have a 65% shareholding in Newco, which will have its headquarters in South Africa.

Distell’s brands include Durbanville Hills and Nederburg (both wines), Amarula (liquor), Savanna and Hunter’s Dry (both cider). Namibia Breweries brands include Windhoek and Tafel (both beer), Strongbow (cider) and Fruitree (fruit juice).

Heineken’s portfolio includes its well-known Heineken beer brand as well as around 300 international, regional, local and specialty beers. It employs around 85,000 people and operates in approximately 70 countries.

Creation of a ‘regional beverage champion’

“We are delighted the Competition Tribunal has approved the deal. We are very excited to bring together three strong businesses to create a regional beverage champion, with a unique multi-category offer to better serve consumers, customers and create shared societal value across southern Africa,” said Heineken’s CEO and Chairman of the Executive Board, Dolf van den Brink.

“We are committed to being a strong partner for growth and making a positive impact in the communities in which we operate, and the proactive and comprehensive public interest package we’ve put forward is testament to that.”

Heineken’s ‘public interest package’ includes ongoing business investment, broad-based black economic empowerment, job creation, localisation and supplier development, talent development, and contribution to the economic development of the region.

Analysts say the new business will likely create greater regional competition for Belgian multinational drink and brewing company AB InBev, which owns SABMiller. The latter incorporates South African Breweries (SAB).

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