Analysis

Exclusive: Heineken must buy Bass to stay Europe's number one

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Dutch brewer Heineken has denied that theInterbrew/Whitbread tie-up has left it vulnerable in the UK market, leaving it no choicebut to buy Bass Brewers at any cost. "Bass is not a must buy, even afterthis deal. As our licence agreement with Whitbread PLC remains unchanged, the structure ofthe European brewing operation is unchanged. The volumes of Heineken and Stella Artoiswill continue as the same rate, so the UK market share and the European brewing rankingstays the same," Heineken spokesman Albert Holtzappell told just-drinks.com.


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