The global brewing company Heineken N.V. entered into the Peruvian beer market through the acquisition of lrading beer brand Tres Cruces. Peru is one of the largest beer markets in South America.
- HEINEKEN aims to build a diverse portfolio in Peru consisting of local beer brands, complemented with its range of leading international brands
To support its strategy in Peru, HEINEKEN is entering into a strategic partnership with Peruvian beverage player AJE Group (AJE).
- AJE is a leader in numerous non-alcoholic beverages, with a strong route-to-market and distribution network across Peru.
In April 2020, HEINEKEN announced the measures it had been taking since the beginning of the Covid-19 outbreak to support the health and livelihood of employees and communities in which it operates, and announces it is donating to the Red Cross to support the most vulnerable.
HEINEKEN further recognises that the humanitarian community is in need of additional support. HEINEKEN donated approximately $18 million to support the International Federation of Red Cross and Red Crescent Societies (IFRC) relief efforts for the most vulnerable people affected by Covid-19, in particular in Africa, Asia and Latin America.
In May 2019, Heineken N.V. had acquired a majority stake in Biela y Bebidas del Ecuador S.A. BIELESA (‘BIELA ECUADOR’) from a group of mainly local investors.
BIELA ECUADOR has established its place in the Ecuadorian beer market by re-launching the Biela® brand. The BIELA brewery is located in Guayaquil, Ecuador’s largest city, and is fully operational using high-quality brewing and packaging equipment. In addition to Biela®, HEINEKEN intends to market its portfolio of premium and international brands, led by Heineken®, in Ecuador in the future.
Heineken is an international brewer, based in Netherland. It is the leading developer and marketer of premium beer and cider brands. Heineken has a portfolio of more than 300 international, regional, local and specialty beers and ciders. The company employs over 85,000 employees in around 70 countries.