Heineken acquires Peruvian beer brand Tres Cruces

Dutch brewing company Heineken has expanded its footprint in the Peruvian beer market by acquiring local beer brand Tres Cruces, for an undisclosed value.

Additionally, the company has agreed to include Tres Cruces’ local operating team in Lima into its operations.

Heineken Americas president Marc Busain said: “While we are navigating the global Covid-19 crisis, we are also building for the future. Therefore, we are pleased to announce that we continue to expand our footprint in South America entering a strategic market such as Peru.

“We are pleased that our investment will significantly expand the beer category in Peru. Given that these are challenging times also for Peru, our thoughts remain with all those affected by Covid-19 in the country.”

The acquisition is allegedly in line with Heineken’s strategy to create a diverse portfolio in Peru, which will include local beer brands, as well as a range of leading international brands.

Additionally, the company entered into a partnership with Peruvian beverage firm AJE Group to support its strategy in Peru.

With a well-established distribution network and strong route-to-market, AJE offers a wide range of non-alcoholic beverages.

Under the partnership, AJE will be Heineken’s local sales and distribution partner in the country.

AJE Board president Ángel Añaños said: “We are delighted to team up with Heineken in the beer market in Peru.

“We believe AJE’s local knowledge and strong access to the market in combination with Heineken’s leading brand portfolio and commercial capabilities will benefit customers and consumers in the country. Our partnership will bring more choices to the Peruvian beer market.”

In June, Heineken acquired a minority stake in premium tonic and mixer brand Double Dutch.