Heineken Denounces Ambev, And Breweries Are Prohibited From Signing Exclusive Contracts With Bars And Restaurants Until The End Of The World Cup; Competition Intensifies Between The Major Alcoholic Beverage Suppliers

Written by Flavia Marinho

Published on 04/10/2022 at 15:54

Updated on 04/10/2022 at 22:06

Ambev e Heineken – Imagem CPG

Seja o primeiro a reagir!

Dispute Begins Between Giant Alcoholic Beverage Producers Heineken and Ambev in the Brazilian Market

The Cade counselor and case reporter, Gustavo Augusto, granted a preventive measure at the end of September that prohibits, until the end of the World Cup in Qatar, the giant alcoholic beverage producers Ambev and Heineken from signing new exclusivity contracts, related to beer sales in bars, restaurants, and nightclubs.

The referred exclusivity contracts are business arrangements through which Ambev, owner of the beers Antarctica, Brahma, Budweiser, Skol, and Stella Artois, promises to pay and give discounts for commercial points not to sell their competitors’ beer brands.

Petrópolis (Itaipava) and Estrella Galicia Were Also Harmed

Thus, Heineken appealed to Cade claiming that there was an infringement of competition law. Grupo Petrópolis (Itaipava) and Estrella Galicia also claimed to have suffered the same harm as the German brewery.

ARTICLE CONTINUES BELOW

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

The Technical Agenda and the Fair in the City of Macaé Should Boost Discussions on Investments, Energy Transition, and Development of the Oil, Gas, and Energy Chain in the National...

Paulo Nogueira

After the complaint, Cade authorized that only 20% of the bars, restaurants, and nightclubs selling Ambev beers could have exclusivity contracts. In the others, Ambev, the largest brewery in the world, is required to allow the sale of beers from Heineken, Itaipava, Petrópolis, Estrella Galicia, and other brands.

Additionally, the limitation will be assessed based on territorial grounds (state, city, or neighborhood, as applicable) and will be evaluated every quarter. The measure applies to the so-called cold channel, which are points of sale of cold beer for immediate consumption on-site, meaning it does not cover supermarkets, bakeries, and convenience stores.

It is important to emphasize that these limits will also apply to Heineken in states where it holds a market share above 20%.

Cade counselor Gustavo Augusto also requested the preparation of studies by DEE – Department of Economic Studies, to determine whether the 20% threshold should be maintained or if a more restrictive percentage should be established.

Violation of the Rules Will Result in a Fine of R$ 1 Million per Day and Suspension of Breweries’ Contracts

Heineken and Ambev will have 30 days to present the list of establishments that have exclusivity contracts and must provide quarterly reports showing the total for each location. Additionally, due to being considered abusive, the clauses that guaranteed Ambev exclusivity rights over future branches of the served establishments have been suspended.

In case of non-compliance, a fine of R$ 1 million per day will be applied, in addition to the possibility of suspending the exclusivity contracts for up to five years.

The measure will remain in effect until the administrative process is concluded, or until a new decision from the Cade court.

Heineken Denounces Ambev, And Breweries Are Prohibited From Signing Exclusive Contracts With Bars And Restaurants Until The End Of The World Cup; Competition Intensifies Between The Major Alcoholic Beverage Suppliers

Dispute Begins Between Giant Alcoholic Beverage Producers Heineken and Ambev in the Brazilian Market

Petrópolis (Itaipava) and Estrella Galicia Were Also Harmed

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

Violation of the Rules Will Result in a Fine of R$ 1 Million per Day and Suspension of Breweries’ Contracts

At just 14 years old, a boy creates a system without energy, using steel pipes buried in the ground, that irrigates seedlings with moisture from the air, to combat the water scarcity threatening reforestation in northern China.

Where there was only sand and wind at 40 degrees, China built a megacity of 500,000 inhabitants with farms, wineries, and universities in the middle of the desert using melted glacier water from hundreds of kilometers away.

At over 8,800 meters above sea level, the summit of Mount Everest is made up of rocks that originated at the bottom of an ocean about 500 million years ago and were pushed to the highest point on Earth by the collision of tectonic plates.

With a water crisis on the radar, Sabesp invests in reclaimed water for data centers and transforms sewage treatment into a solution that saves millions of liters and protects public supply.

The Federal District bets on innovation and sustainability by launching a hydrogen-powered bus on a new tourist route, promising to reduce emissions and transform the urban experience for residents and visitors.

Archaeologists have discovered a mysterious, narrow, and unusual underground tunnel in Saxony-Anhalt within a prehistoric enclosure, and the most striking detail is that it was intentionally sealed.

In the driest desert in the world, scientists and farmers are growing lettuce amid tons of sand using water taken from the air, in a project that transforms fog into crops and reveals a surprising way to make life flourish where almost nothing survives.

With a water crisis on the radar, Sabesp invests in reclaimed water for data centers and transforms sewage treatment into a solution that saves millions of liters and protects public supply.

Giant of the winds in Rio Grande do Norte: Serra do Tigre Wind Complex receives new investments and accelerates the expansion of clean energy generation to supply millions of Brazilian homes.

Petrobras reaffirms its commitment to the market and ensures that it will carry out the energy transition safely to maintain national sovereignty.

A study confirms that the natural gas sector will reduce greenhouse gas emissions in Brazil by 0.5% and accelerate the energy transition by 2026.

Petrobras implements a severe adjustment and confirms a 55% increase in the price of aviation kerosene with a proposal for installment payments for the companies.

Heineken Denounces Ambev, And Breweries Are Prohibited From Signing Exclusive Contracts With Bars And Restaurants Until The End Of The World Cup; Competition Intensifies Between The Major Alcoholic Beverage Suppliers

Dispute Begins Between Giant Alcoholic Beverage Producers Heineken and Ambev in the Brazilian Market

Petrópolis (Itaipava) and Estrella Galicia Were Also Harmed

Major Oil, Gas, and Energy Event Will Take Place in Brazil: Macaé Energy Will Gather Petrobras, Equinor, Prio, Among Other Suppliers and Energy Executives for Business, Networking, and Employment Opportunities

Violation of the Rules Will Result in a Fine of R$ 1 Million per Day and Suspension of Breweries’ Contracts

At just 14 years old, a boy creates a system without energy, using steel pipes buried in the ground, that irrigates seedlings with moisture from the air, to combat the water scarcity threatening reforestation in northern China.

Where there was only sand and wind at 40 degrees, China built a megacity of 500,000 inhabitants with farms, wineries, and universities in the middle of the desert using melted glacier water from hundreds of kilometers away.

At over 8,800 meters above sea level, the summit of Mount Everest is made up of rocks that originated at the bottom of an ocean about 500 million years ago and were pushed to the highest point on Earth by the collision of tectonic plates.

With a water crisis on the radar, Sabesp invests in reclaimed water for data centers and transforms sewage treatment into a solution that saves millions of liters and protects public supply.

The Federal District bets on innovation and sustainability by launching a hydrogen-powered bus on a new tourist route, promising to reduce emissions and transform the urban experience for residents and visitors.

Archaeologists have discovered a mysterious, narrow, and unusual underground tunnel in Saxony-Anhalt within a prehistoric enclosure, and the most striking detail is that it was intentionally sealed.

In the driest desert in the world, scientists and farmers are growing lettuce amid tons of sand using water taken from the air, in a project that transforms fog into crops and reveals a surprising way to make life flourish where almost nothing survives.

The section of Serra da Rocinha on BR-285 is now open in Timbé do Sul: 50 m tensioned curtains and top-down technique stabilize the slope, with a stairway duct controlling the water.

Scientists use sawdust mixed with clay to create a lighter brick, promising efficient thermal insulation and impressing by transforming waste into a solution for construction.

With a DNA shape, this bridge in Singapore draws attention in modern architecture and surprises tourists by transforming a simple crossing into an unforgettable visual experience in the urban heart.

Giant underwater pipeline begins to take shape with a R$ 134.7 million project at the Port of Santos: the 1.7 km structure uses 12-meter and 700 mm pipes to supply water to 450,000 people in Guarujá.

A mason reveals a professional plastering technique that uses aligned guides and a 3-meter ruler to plaster an entire wall in up to 3 hours, without visible seams, with uniform thickness, perfect plumb, and a finish ready for painting without rework.

With a water crisis on the radar, Sabesp invests in reclaimed water for data centers and transforms sewage treatment into a solution that saves millions of liters and protects public supply.

Giant of the winds in Rio Grande do Norte: Serra do Tigre Wind Complex receives new investments and accelerates the expansion of clean energy generation to supply millions of Brazilian homes.

Petrobras reaffirms its commitment to the market and ensures that it will carry out the energy transition safely to maintain national sovereignty.

A study confirms that the natural gas sector will reduce greenhouse gas emissions in Brazil by 0.5% and accelerate the energy transition by 2026.

Petrobras implements a severe adjustment and confirms a 55% increase in the price of aviation kerosene with a proposal for installment payments for the companies.