Heineken is set to release its third-quarter trading update on Wednesday (24 October). Below, we take a look at the highs and lows for the company in the three months to the end of September.
- At the end of September, Heineken finally secured its takeover of Asia Pacific Breweries when shareholders in JV partner Fraser & Neave okayed the sale. It was a long and drawn-out process that lasted the whole quarter, but one that analysts said was necessary for Heineken to compete in emerging markets.
- With the APB deal proving to be all-consuming inthe quarter, there was little else happening in the Heineken universe. However, the company did set in place marketing campaigns around its sponsorship of the new James Bond movie, Skyfall, including a teaser for a global TV ad.
- In the middle of August, Heineken announced it was moving its US cider distribution arm back in-house. The move will target the country’s fast-growing cider demand.
- The Dutch brewer also announced in August that it was to launch a new variation on Mexican drink michelada in the US. Tecate Michelada will be the first canned RTD michelada in the country.
- In September, Heineken called for an end to a row over the Heineken Cup rugby tournament. English and French clubs had demanded changes to the way the Heineken-sponsored tournament is run.
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