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Amsterdam, 19 December 2006 - Heineken N.V. announced today the acquisition of 49.99% of the shares in the Tunisian company, Société de Production et de Distribution des Boissons S.A.(SPDB). Heineken is very proud to have Mr. Boujbel, owner of major hotel operations, as its Tunisian partner. Mr. Boujbel holds the majority of the remaining shares and will add his long-standing experience to the venture.

Further reading HUGIN NEWS/Heineken announces new joint venture and brewery in Tunisia

After more of two years of negotiations, and the local restrictions (foreign beer are only available via free duty), Celtia will no more be the only beer in Tunisia (the other two brands are also made by the SPDB).

Due to a growing consumption of beer (Tunisia is the second Moslem's Arabic country after turkey), for the first time Heineken will be manufactured in Grombalia within a local brewery and will be available for in the Tunisian main market, offering to the consumer more choice and perhaps a better product.

The beer is one of the most valuable industries in the country with 10 liters per consumer, the high prices (doped with major taxes) is a profitable segment in the national economy, the starting investment is about EUR27 million (about 45 million TND).

The point is that the acquisition does not enforce competition ,we have a new investor for the same firm, we will not see beer prices go down, Heineken will certainly be a luxury product almost an alternative beer, and thus due to the though Tunisian conditions that didn't allow Heineken get inside the Tunisian beer industry as competitor.

Via [Stupeur]