Amstel will be back this month – Heineken

JOHANNESBURG – The first imports of Amstel are expected to be on sale in Cape Town and Johannesburg this month, according to Veronique Schyuns, a Heineken spokesperson.

She also said Heineken “aimed for an Amstel brewery to be up and running in around two years”. Schyuns was responding to a list of queries that had been e-mailed to Heineken’s head office in Amsterdam last week.The queries related to Heineken’s strategic plans in the wake of its decision, announced in March, to terminate SAB’s 40-year contract to produce and distribute Amstel.By mid-March, SAB had stopped producing all Amstel products.When the contract was terminated, Amstel had nine per cent of the local beer market.Analysts have raised questions about the ability of Heineken and Brandhouse Beverages, its newly appointed South African distributor of Amstel, to secure the nine per cent market share because of the considerable problems involved in getting volumes to South Africa.Business ReportSchyuns was responding to a list of queries that had been e-mailed to Heineken’s head office in Amsterdam last week.The queries related to Heineken’s strategic plans in the wake of its decision, announced in March, to terminate SAB’s 40-year contract to produce and distribute Amstel.By mid-March, SAB had stopped producing all Amstel products.When the contract was terminated, Amstel had nine per cent of the local beer market.Analysts have raised questions about the ability of Heineken and Brandhouse Beverages, its newly appointed South African distributor of Amstel, to secure the nine per cent market share because of the considerable problems involved in getting volumes to South Africa.Business Report