HOLLAND/US: Heineken signs Bud deal in Panama

By just-drinks.com editorial team | 30 January 2007

Heineken has once again signed a licensing deal with Anheuser-Busch to brew the US brewing giant's flagship brand Budweiser.

The two brewers said today (30 January) that a Heineken subsidiary would brew Budweiser in the Central American nation of Panama.

Cervecerias Baru-Panama, in which Heineken owns a 75% stake, will Budweiser at its site in Panama City.

Heineken and Anheuser-Busch have signed similar deals in the past. The Dutch brewing giant brews Budweiser under licence for the Italian and Russian markets.

Cervecerias Baru-Panama general manager Etienne Strijp said: "Cervecerias Baru-Panama has good experience in brewing and building international brands in Panama. Budweiser fits perfectly in our portfolio and will allow us to create and build the international premium segment."

Alejandro Strauch, vice president, Central and South America, for Anheuser-Busch's international arm, said the deal would be "a gateway for expanding our brand to other markets in the region".

Annual consumption stands at around 58 litres per person, according to industry analysts Plato Logic.

London-listed brewing giant SABMiller dominates the beer market in Panama with a market share of 79%.

Sectors: Beer & cider

Companies: Heineken, Anheuser-Busch, SABMiller