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News 11.06.2012

Heineken N.V. Acquires Belgian Cider Innovator Stassen Ciders

In addition to its strong research and development (R&D) capabilities and facilities, the acquisition of Stassen provides…

Heineken N.V. announced that it has acquired Stassen S.A., a leading international cider innovator located in Aubel, Belgium, from its current management. In addition to its strong research and development (R&D) capabilities and facilities, the acquisition of Stassen provides HEINEKEN with cider making capacity in continental Europe. Terms of the transaction were not disclosed and the acquisition is subject to customary closing conditions.

The strategic acquisition of Stassen comes at a time when the international cider category is gaining momentum. HEINEKEN, the global cider category leader, is positioning itself to benefit from this trend through innovative new product offerings, such as Bulmers No. 17 and Jacques cider, as well as the international roll-out of its global cider priority brand Strongbow Gold.

Stassen operates a cider making facility, a R&D facility – including a new product pilot plant – and a de-alcoholisation facility for cider, beer and wine. The company has unique cider R&D knowledge and expertise and was closely involved in the development of several of HEINEKEN's recently introduced ciders, such as Strongbow Gold, Jacques and Bulmers No. 17.

HEINEKEN is the world's leading cider maker, based on its number-one position in the U.K. – the world's largest cider market – and market positions in countries such as Finland, the Netherlands, Hungary, Italy, Canada and the United States.

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