E-Malt.com News article: Colombia: Anheuser-Busch partners with Heineken to distribute and market Budweiser in Colombia

Anheuser-Busch and Heineken International de Colombia S.A. have signed an agreement for Heineken to import, distribute and market Budweiser in Colombia, according to Anheuser-Busch’s news room, February 9.

Heineken’s distribution channels will ensure consumers are able to find Budweiser nationwide at restaurants, bars, dance clubs, liquor stores, leading grocery chains and independent retailers. Heineken International de Colombia S.A. also will be responsible for Budweiser’s local marketing activities.
Since launching in January 2006 through an exclusive import arrangement with Exito, the largest grocery chain in the country, Budweiser has become one of the most popular beers in Colombian supermarkets.

“Budweiser has exceeded expectations in Colombia since last year’s launch and there is a growing demand for the brand’s clean, crisp and refreshing taste,” said Esteban Amoia, regional marketing manager, South America, Anheuser-Busch International, Inc. “As the leader in Colombia’s growing premium international segment, Heineken has extensive experience and a solid distribution network, which will provide Budweiser with a strong presence in restaurants and bars, as well as in the many family owned retail outlets.”

Budweiser is an American lager brewed by Anheuser-Busch since 1876 using a blend of domestic and imported hops, and a combination of barley malts and rice. A centuries-old European aging technique called kraeusening is also used, which involves adding a small amount of freshly yeasted wort to fermenting beer at the start of the aging cycle to facilitate natural carbonation. Anheuser-Busch’s exclusive beechwood aging process also is used to create a clean, crisp taste.

“Demand for premium international beers is increasing steadily and our distribution and marketing efforts will strengthen Budweiser’s role as a key player in the category,” said Benjamín Bartley, Heineken’s country manager in Colombia.

Budweiser will be supported by a variety of consumer promotions and point-of-sale items. In Colombia, Budweiser will continue to be brewed at Anheuser-Busch’s Houston brewery and will be available in 355-ml longneck bottles and 650-ml bottles, as well as in 295- and 355-ml cans.

In addition to collaborating to distribute Budweiser in Colombia and the Canary Islands, Anheuser-Busch and Heineken have licensed brewing agreements in Panamá, Italy and Russia.

About Anheuser-Busch

Based in St. Louis, Anheuser‑Busch is the leading American brewer, holding a 48.8 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser‑Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in China brewer Tsingtao, whose namesake beer brand is the country’s best-selling premium beer. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2006. Anheuser‑Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminium cans and one of the world’s largest recyclers of aluminium cans

About Heineken International de Colombia S.A.

The Heineken brand has been present in Colombia for over 25 years. In 2005 Heineken International de Colombia S.A. was established in Bogotá; the company is 100 percent owned by Heineken N.V. In addition to the Heineken brand, the company imports and distributes Amstel Light, Buckler and the Murphy’s beer brands. Heineken International de Colombia S.A. is an employer of 26 people.


14 February, 2007