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The Battle Begins Between Beverage Giants Coca Cola and Heineken with Ambev in the Brazilian Market
Coca Cola announced an agreement with Heineken to reshape its distribution network in Brazil, putting multinational Ambev, the largest beverage company in the world, in a tight spot.
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The agreement between the Heineken Group and Coca-Cola’s distribution system in Brazil, announced on Wednesday, the 24th, ends a stalemate that has persisted since the acquisition of Brasil Kirin by the Dutch brewery in 2017.
The partnership between beverage giants Heineken and Coca Cola will take effect in mid-year and will last until 2026, with the possibility of being extended for another five years.
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The contract is subject to regulatory approvals and, as part of the negotiations, the companies agreed to settle all litigation between them related to previous distribution agreements.
According to Bradesco BBI, the decision’s consequences will be negative for Ambev, as the bottling of competitors will develop better in Brazil.
Heineken and Amstel Will Be Distributed by the Dutch Brewery Itself, and Coca Cola May Distribute Other Heineken Brands
The expectation for the outcome of this story was so great that, last week, a report published by Bradesco BBI assessed a possible transaction where Coca-Cola’s bottlers, alongside Femsa and Andina, would purchase the brands Kaiser and Bavaria to resolve the deadlock at R$ 1.9 billion.
According to the statement, Coca Cola will continue to offer Kaiser, Bavaria, and Sol. This portfolio will also be complemented with the premium brand Eisenbahn and other international labels.
Coca-Cola Brazil will still be able to sell and distribute other beers and alcoholic beverages, respecting an undisclosed proportion of Heineken Group’s portfolio. Similarly, the brewing group may explore other opportunities in the non-alcoholic segment.
For Analysts, Agreement Means More Competition Among Giants Ambev, Coca Cola, and Heineken
In analysts’ view, Ambev’s competitive advantages would diminish with the agreement.
There is no doubt that competition should increase with the Heineken Group being more resolved in its distribution chain.
Regarding the increased competition, Ambev feels it is too early to comment. “From our perspective, the Brazilian market has always been competitive. This was announced yesterday, and it is still early to say the impacts. We prefer to focus on what we can control. Our distribution network has been operating very well. It is a well-oiled machine created over decades,” said Lucas Lira, CFO of the company, to Estadão/Broadcast.
