Heineken shakes up the beer market

When Heineken bought Almaza at the end of 2002, the acquisition, “represented a further strengthening of Heineken’s position in growing beer markets thus creating a better balance between the activities of Heineken in mature and in developing markets. It also offers a strong base from which to export to surrounding countries.” Two year’s later the Dutch multi-national has not taken its eye off the ball and at the end of March of this year, another, crucial piece of the jigsaw fell into place when Brasserie Almaza bought local rival Laziza, giving Almaza and Heineken the brand portfolio to realize their regional ambitions. “Two years on, we are on track with our vision of making Lebanon a credible sourcing hub for the Middle East,” explained Almaza managing director, Jean-Marc Landriau, sitting in his office at the company’s famous Dora brewery. Laziza had struggled to establish itself on the local market since