Friday, June 02, 2017

Heineken will use Brazil''s distribution system Kirin

The manufacturer of Heineken beverages, which concluded on Thursday, first, the purchase of Kirin Brazil – transaction that was announced in February, by R $2.2 billion – stated that intend to use the distribution system of Brazil Kirin, owner of the brand Schin, to market the company''s portfolio. Today, the company''s products in Brazil are distributed by Coca Cola bottlers in the country.
The acquisition of the Kirin, who was going through difficulties in the internal market and, in 2015, was responsible for the first negative result of the Japanese group in your history, is considered strategic by Heineken, once the Kirin brand portfolio is complementary and will allow the Dutch action in several Brazilian regions.
The deal between Heineken and Kirin obtained approval without restrictions of the Administrative Council for economic Defense (Cade), on March 24.
The acquisition of the assets of the Kirin will Brazil the largest one-man operation Dutch global, passing the Mexico, who held the post since the purchase of the assets of Femsa''s beer, in 2010.
Musculature. After seven years in the country, Heineken will double your national market share of beers. In industrial terms, however, the jump will be greater: 12 new factories (against the previous 5) and over 10000 employees (apart from 2000 that the company already had).
With the acquisition, Heineken will be 20% of the Brazilian beer market, behind only of Ambev, owner of brands such as Antarctica, Skol and Brahma, which dominates two-thirds of the industry, but in front of Petrópolis, Itaipava label, which had been growing strongly in recent years. Another challenge of the group will be moving forward in a market that shrank in 2015 and 2016.
O Estado de S.Paulo - 02/06/2017
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