Heineken pronounces its acquisition of Peruvian beer model, Tres Cruces
Heineken aims to build a diverse portfolio in Peru that consists of local beer brands and is complemented by leading international brands
Heineken N.V. (Heineken) has announced that it will enter the Peruvian beer market by acquiring the local beer brand Tres Cruces and the incorporation of the local operations team in Lima. The company aims to build a diverse portfolio in Peru consisting of local beer brands, complemented by a number of leading international brands.
To support its strategy in Peru, Heineken is entering into a strategic partnership with the Peruvian beverage manufacturer AJE Group (AJE). AJE is a leader in a wide range of soft drinks and has a strong launch and distribution network across Peru. AJE will be our local distributor in the country's highly relevant traditional channel.
“While we are finding our way through the global COVID-19 crisis, we are also building for the future. We are therefore pleased to announce that we are further expanding our presence in South America and entering a strategic market like Peru. Peru has favorable demographics and is a promising beer market, ”said Marc Busain, President Americas at Heineken.
“Our partnership with AJE will make a decisive contribution to growing our business in the country. We are pleased that our investment will significantly expand the beer category in Peru. Given that these are challenging times for Peru too, our thoughts remain with everyone affected by COVID-19 in the country.
“We are very excited to be working with Heineken in the beer market in Peru. We believe that AJE's local knowledge and strong market access combined with Heineken's leading brand portfolio and commercial skills will benefit customers and consumers in the country. Our partnership will give the Peruvian beer market more choices, ”said Ángel Añaños, Chairman of AJE's Board of Directors.
Peru is one of the largest beer markets in South America with annual beer sales of around 14 million hectoliters, of which around 40% are sold in Lima alone. It is the largest market in the region that Heineken has not yet been active in.
With a share of less than 4% of the total market, the premium beer segment is clearly underdeveloped. With a population of 32 million, Peru has solid macroeconomic foundations, attractive consumer demographics and a stable local currency.
As in other markets Heineken operates in, in Peru the company will ensure that employees at local operations follow strict guidelines for hygiene and social distancing, and that they receive support to do their jobs safely. Heineken will also work closely with its suppliers and customers and listen to their concerns about the impact of COVID-19 on their businesses.
