Lion and Heineken have dissolved their 14-year joint venture and replaced it with a licence agreement.
The two companies have signed a new Trade Mark Licensing Agreement for the world’s most valuable global premium beer brand – Heineken.
The updated agreement extends the already strong relationship between the two companies in Australia, which began in 2004.
The new, long-term arrangement is a simplified licence agreement for Heineken and a new distribution agreement for Birra Moretti – Italy’s No.1 beer.
Previously the brands were managed via a joint venture (Heineken Lion Australia) between the two companies, which will be dissolved as part of this transaction. The dissolution of the JV will occur over an orderly period, with operations wrapped up in due course.
James Brindley, Managing Director Lion Beer Australia, said: “The international premium segment is an important growth opportunity in Australia. This new deal will accelerate the growth of Heineken® by integrating the brand more fully into Lion’s operations. Importantly, this change will not impact our customers or consumers.”
Kenneth Choo, Managing Director Asia Pacific at Heineken said: “We have been working with Lion since 2004 to sell and market Heineken in Australia. We are pleased that we have reached an agreement with Lion to continue as our partner in Australia and look forward to working with them to drive significant growth of both Heineken and Birra Moretti over the coming years.”
Duncan Makeig, Chairman of Heineken Lion Australia, said: “The trust and collaboration fostered via the joint venture over the past 14 years will naturally live on past the current structure, and sets up the brand for future success.”